You can access here some of the data we collect on Pluto ecommerce marketing strategy, on their Email, Ads, Landing pages channels, on top of some of the marketing softwares they're using on their eshop.
Regarding some datapoints we have on their email marketing strategy, they could improve, especially regarding their Average Spam score, we consider it ok, just average since it's -0,7 (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 32 characters, they're doing just ok! Pluto could improve their open rate even a little but on mobile devices by trying to keep their subject lines shorter.
If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Shopify (as main of the emails we tracked were sent directly from Shopify - whether on transactionnal emails or via Shopify Email app).
Fun fact - they're using emojis in 55.56% of their emails - the main ones they use are ✨ 🚀 👽 👧 👉 🛍️.
We display here a overview of Pluto email marketing strategy - along with other brands from the Home industry. Amongst their last emails sent, two of them were '$15 off at PLUTO starts now 🛍️' and '$15 off a PLUTO gift starts now 🛍️'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 37 on https://plutopillow.com/. This could definitely be improved, as good Domain Rating is starting at 50 - above 60 would be excellent.
In today’s competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. This is why we built this library.
Average subject length
What about
Pluto
then?
With their average of
32
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,
Pluto
gets a score of
-0.7
. 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
Shopify
Most common words
Surprise - Here's - $10. - Go - Your - to
Emoji use in subject lines
Most popular emojis
✨ - 🚀 - 👽 - 👧 - 👉 - 🛍️
✨ - 🚀 - 👽 - 👧 - 👉 - 🛍️
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
$15 off at PLUTO starts now 🛍️
Email from
Pluto
$15 off a PLUTO gift starts now 🛍️
Email from
Pluto
Special Mother's Day Delivery
Email from
Pluto
Feed Ad from
Pluto
Feed Ad from
Pluto
Feed Ad from
Pluto
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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We’ve seen that the shoe industry has changed dramatically and so are the advertising strategies that brands use to promote their products. With more new players entering the scene, advertising is more challenging than ever. If you’re looking for the best ad practices to inspire your next campaign, here’s a compilation you’ll surely find useful.
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As we start the countdown to the busiest shopping day of the year, you’ll definitely get yourself on the “right track” with these examples of email newsletters along with tips and tactics for your own business.
