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Brits vs. Yanks: Who’s Winning With Email Marketing?

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Email advertising and marketing within the United States and the United Kingdom has a lot in frequent, however there’s loads of distinction between the 2 international locations.

Sure, some floor variations exist relating to our use of the English language: shade/color, cart/basket, Main Street/High Street, vacation/Christmas.

Plus, U.S. entrepreneurs haven’t caught on to the “payday” or “bank holiday” promotions which are a staple of U.Okay. advertising and marketing, though Boxing Day (Dec. 26) is starting to make its presence felt. 

And, after all, there’s one massive distinction: Opt-out email is simply tremendous for U.S. entrepreneurs however prohibited within the U.Okay. for customers.

Some analysis research have tried to pinpoint variations between U.Okay. and U.S. entrepreneurs, however they typically battle of their findings or focus solely on email exercise, similar to opens, clicks, unsubscribes and spam complaints.

As revealing as these primary statistical comparisons will be, they don’t inform us a lot concerning the variations between the 2 international locations in email content material, technique and practices.  

To that finish, Iterable has partnered with London-based Holistic Email Marketing to debut an unique report, Brits vs. Yanks: How U.S. and U.Okay. Fashion Brands Compare on Email Marketing.

In this report, we examine 20 retail trend manufacturers (10 U.S. manufacturers and 10 U.Okay. manufacturers) and located distinct variations in 4 areas: 

  1. Email content material
  2. Strategy
  3. Performance
  4. Inbox placement  

How do powerhouses like Topshop, Burberry, Tommy Hilfiger and Ralph Lauren personalize email messages and hold clients coming again for extra?

You’ll must learn the total report to seek out out!

What You’ll Learn from This Study

This research expands on an Iterable User Engagement Teardown that studied how 4 U.Okay. trend retailers addressed buyer preferences and stored customers engaged with their on-line shops.

No matter which facet of the Atlantic you market from, it’s best to research the outcomes to learn the way your email packages examine along with your in-country inbox opponents and along with your advertising and marketing friends throughout the pond.

By downloading this report, you’ll study:

  • How trend manufacturers are utilizing information, automation and AI to create extremely related messages
  • Detailed metrics on engagement, deliverability and personalization for business leaders in retail
  • 8 stand-out email examples to encourage your lifecycle advertising and marketing program

However, for those who’re in search of a transparent winner within the email sport, you received’t discover one. U.Okay. email entrepreneurs excel in some areas, particularly engagement and personalization of day-to-day email. Their U.S. friends have the sting in acquisition and lifecycle email personalization. 

But our analysis exhibits that every one manufacturers have a lot work to do earlier than their email packages can attain their full potential.

Background Information and Methodology

We studied each the promotional emails and lifecycle-based emails despatched by 20 prime retail trend manufacturers within the U.Okay. and the U.S. over the identical 30-day interval. 

U.S. vs. U.K. Fashion Brands

Using panel information from eDataSource’s Competitor Tracker, we offered each quantitative and qualitative measurements to investigate every model and examine it on these elements:

  • Message learn charges
  • Deliverability charges
  • Content personalization
  • Multi-lingual use
  • Subscriber acquisition practices
  • Subject line content material
  • Email advertising and marketing workforce construction
  • Lifecycle email advertising and marketing technique

We conclude this intensive analysis with our main findings and a 3-step plan so you may enhance your email program—with quite a few notable examples alongside the best way!

Ready to Work the Email Marketing Runway?

We hope your response in studying our report and reviewing these trend emails is enthusiastic quite than overwhelming. None of the style manufacturers in our research began out on Day 1 with a totally developed personalization program that hits all the important thing factors of the client lifecycle.

Instead, they achieved this over time, attempting one thing new, testing and tweaking it and including a brand new set off or program that builds on their earlier successes.

You don’t must overhaul your total email advertising and marketing technique without delay. Instead, take it one small step at a time. What might you do as we speak to replace or increase on even one email that may aid you serve your clients higher and produce higher outcomes in your firm?

And in case your email platform doesn’t have the potential to get you the place you need to go, it’s time to name on Iterable.

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