Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.
On Panoramata, we gather marketing data on DTC Ecommerce brands. On this page, we freely make some of this data available for Primary.
The datapoints we have collected on their email marketing strategy leads to think that they could definetely improve, especially regarding their Average Spam score, we consider it not good since it's -0,2 (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 43 characters, they're doing not good, it's too long. For example, on mobile phones, their subject line is almost impossible to read.
If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Klaviyo (everyone speaks about them, they're great, focused on ecommerce, which makes the difference for most stores - it can be a good choice, especially if you're on Shopify!).
Fun fact - they're using emojis in 50.0% of their emails - the main ones they use are ❤️ 🌈 ⭐ 👉 🎃 👀.
We display here a overview of Primary email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were '25% off tees & tanks + 25% off ALL baby + 20% off your first order' and '👉 Ends Tomorrow: 25% OFF ALL tees tanks and baby styles!'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 65 on https://www.primary.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
Primary
then?
With their average of
43
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,
Primary
gets a score of
-0.2
. 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
Klaviyo
Most common words
we've - ever - made - Color - Last - Legging
Emoji use in subject lines
Most popular emojis
❤️ - 🌈 - ⭐ - 👉 - 🎃 - 👀
❤️ - 🌈 - ⭐ - 👉 - 🎃 - 👀
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
25% off tees & tanks + 25% off ALL baby + 20% off your first order
Email from
Primary
👉 Ends Tomorrow: 25% OFF ALL tees tanks and baby styles!
Email from
Primary
The Very Big Moving Sale starts NOW! 📦🚚
Email from
Primary
Soft and simple essentials in a rainbow of colors makes getting dressed child's play!
Feed Ad from
Primary
At Primary, every color is for every kid. Discover our latest styles in a rainbow of gender-neutral styles! 🌈
Feed Ad from
Primary
Primary swim is here! 🌈 ☀️ Shop 100% sustainable, UPF 50 separates in a rainbow of colors for endless mix-and-match combos.
Feed Ad from
Primary
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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