Exceptional quality. Ethical factories. Radical transparency. At Everlane, we want the right choice to be as easy as putting on a great T-shirt. That’s why we partner with ethical factories around the world. Work with high quality and more sustainably sourced materials. And share the true cost of every product we make.
You can access here some of the data we collect on Everlane ecommerce marketing strategy, on their Email, Ads, Landing pages channels, on top of some of the marketing softwares they're using on their eshop.
There’s one common theme in everything that Everlane does in terms of marketing: it shows their commitment to cleaner fashion.
They focus on providing quality products with less environmental impact.
At the same time, they also highlight their transparency as a way to make sure you understand their mission and practices.
All of this is to make sure their brand and their products are appealing to anyone who shares their values.
Everlane really knows how to use their landing pages smartly. They pack them with buyer reviews to ramp up trust. Plus, they're all about clarity and transparency, keeping things straightforward and easy to get. Pretty clever, right?
Everlane really nails it with their review section. They offer two cool filters that let you sort reviews by rating. This means you can quickly spot the lower-rated ones, showing they’re pretty transparent about their feedback. Nice, right?
Plus, you can filter the reviews by height, weight, and body type. It’s super handy to see how clothes might fit someone like you.
In the following examples, both reviews are for the same product, 'The Luxe Micro-Rib Crew' in white, but with different ratings. Showing both good and bad reviews builds trust. It helps you understand what needs improvement for your upcoming productions, and you can always reward unhappy buyers to enhance your brand image.
Everlane also shares detailed information, such as the product name, color, size, and the buyer's body type. The more details you provide, the easier it is for customers to find reviews that match their preferences.
Everlane is then showing what buyers think about the fit of their clothes. You could apply the same idea to fabric or color quality compared to what customers see in product photos.
This kind of feedback could be super helpful for your brand. It gives you a heads-up on what might need a little tweaking, whether it’s your products, your website, or how you do things.
Then our favourite.
Everlane does something pretty cool—they break down the costs of their products. They don't spill all the beans, but they share enough to show that they're all about transparency.
This isn’t common in the fashion industry, making it a solid move to earn trust from shoppers.
Everlane really puts the spotlight on their eco-friendly vibes in a bunch of their emails. They're all about showing off their dedication to sustainability and being all responsible with their practices. Plus, they sometimes toss in their annual impact report to show exactly how they're doing on that front.
If you're itching to dig deeper, they've got these handy "Read more" and "Impact report" buttons in their emails. Hit those, and you'll land on their blog with all the juicy details.
Regarding some datapoints we have on their email marketing strategy, they could improve, especially regarding their Average Spam score, we consider it ok, at the limit since it's -0,5 (Spam score is a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 27 characters, they're doing great, that's exactly where we see a good open rate correlation. Kudos to the Everlane team!
If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Sailthru .
Fun fact - they're using emojis in 1.44% of their emails - the main ones they use are ⛵ 👋.
We display here a overview of Everlane email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were 'Two Words: Vintage. Vibes.' and 'Last Call: Summer Faves Now Up to 40% Off'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 79 on https://www.everlane.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
We're happy to let you access this data, as for your competitors or for your inspiring brands, any strategy should be continuously monitored to ensure effectiveness.
Average subject length
What about
Everlane
then?
With their average of
27
characters, they're above the limit and should consider to shorten their subject line. Here's one good reason - usuallyy, subject lines that long are not shown entirely on email clients on desktop or mobile. And what's good on saying something that will never be read?
Stay short!
characters, they're right within the sweet spot, which is good! It basically says that you have enough characters to express yourself, but at the same time it will show up entirely on email clients. Just the right amount of characters you want for your own brand!
characters, which is rare - but it means that they have actually more space to express themselves and share their brand values.
Why does this matter? Well, for open rates. Keep it short - on average, you should aim for 16 characters. We consider that above 12 is good, and below 24 is great.
Average email size
Why does this matter? Well, for open rates as well - and especially to avoid the Promotions tab and to be less categorized as spam. The lower, the best.
Average spam score
We use Spam Assassin, the main platform used by email providers to score spam. Below 0, you're safe ie. not considered as spam. Below -2, you're great. If you're above 0, you'll likely to be categorized as spam.
So,
Everlane
gets a score of
-0.5
. What does that mean exactly for their email marketing strategy ?
Well, as stated, it's good! Any score below 0 generally means that the email will not be categorized as spam, especially the ones below -2 - it's a great score, one you want to keep because it helps a lot the deliverability of your emails!
It's good! It means that their email are not headed to the spam folder. However, a score below -2 would be considered even better.
Well, "oops". It's not that good, they're at a level where it could impact their email deliverability.
Does it means they're in the spam folder every time? No. The considered treshhold to be considered spam 100% of the time depends on a lot of factor (generally, consider that a score of 5 means that you end up there every time). Being between 0 and 5 means that it could happen though.
Usual sending provider
Sailthru
Most common words
Finally - Finally - Time - Psst - Loved - Good
Emoji use in subject lines
Most popular emojis
⛵ - 👋
⛵ - 👋
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
Two Words: Vintage. Vibes.
Email from
Everlane
Last Call: Summer Faves Now Up to 40% Off
Email from
Everlane
Stay Cool In Linen
Email from
Everlane
Feed Ad from
Everlane
Feed Ad from
Everlane
Feed Ad from
Everlane
Domain Rating
Estimated Traffic
Total Keywords
Domains
Total Backlinks
Backlinks Profile
Backlinks Text
Backlinks NoFollow
Backlinks Redirect
Backlinks Images
Backlinks Frame
Backlinks Form
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