Emails, SEO, Marketing stack - you're in the right place to access some of the data to understand On Running ecommerce marketing strategy - and from other brands from the Fashion industry.
They have a good email marketing strategy - if we look at their Average Spam score, it's good - being at -1,5 (it is basically 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.). But they seem less performant regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 39 characters, they're doing not good, but close enough. Trying to keep it shorter would work well for them and help On Running improve their open rate, especially on mobile devices.
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 96.18% of their emails - the main ones they use are ☁️.
On Panoramata, we gather and analyze the entire On Running email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were '☁️ Cloudrunner. Now in a wider fit.' and '☁️ On Shoe Finder. Let's pair you up.'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 76 on https://www.on-running.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
So you can now access all the available datapoints - and remember, always base youself on a deep understanding of what your customer needs and wants - and that is different for every brand and audience.
Average subject length
What about
On Running
then?
With their average of
39
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,
On Running
gets a score of
-1.5
. 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
The - new - Cloudventure - Waterproof - The - here
Emoji use in subject lines
Most popular emojis
☁️
☁️
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
☁️ Cloudrunner. Now in a wider fit.
Email from
On Running
☁️ On Shoe Finder. Let's pair you up.
Email from
On Running
☁️ Fresh gear. New colors.
Email from
On Running
Feed Ad from
On Running
Feed Ad from
On Running
Feed Ad from
On Running
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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