There’s a lot to learn from Rowan ecommerce marketing strategy. Here, you can pick their marketing strategy, learn lessons, and take inspiration for your own eCommerce business.
They have a very solid email marketing strategy - as their Average Spam score is good since it's -1,9 (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 31 characters, they're doing just ok! Rowan 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 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 72.92% of their emails - the main ones they use are 🐾 ⭐ 🐶 🎉 👏 💖.
On Panoramata, we gather and analyze the entire Rowan email marketing strategy - along with other brands from the Pet industry. Amongst their last emails sent, two of them were 'The new clean routine 🤍' and 'Don't leave home without these...'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 31 on https://rowanfordogs.com/. This could definitely be improved, as good Domain Rating is starting at 50 - above 60 would be excellent.
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
Rowan
then?
With their average of
31
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,
Rowan
gets a score of
-1.9
. 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
your - pup - the - good - They - for
Emoji use in subject lines
Most popular emojis
🐾 - ⭐ - 🐶 - 🎉 - 👏 - 💖
🐾 - ⭐ - 🐶 - 🎉 - 👏 - 💖
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
The new clean routine 🤍
Email from
Rowan
Don't leave home without these...
Email from
Rowan
Last day for 20% OFF 🎉
Email from
Rowan
What's your dog's hair routine? Our shampoo will skyrocket your dog into an influencer-level of fame. Next thing you know, you'll be vlogging—for your dog 😎
Feed Ad from
Rowan
What's your dog's hair routine? Our shampoo will skyrocket your dog into an influencer-level of fame. Next thing you know, you'll be vlogging—for your dog 😎
Feed Ad from
Rowan
Whether you have a Poodle, Doodle, or a doggo with hair, our expert formulated Hair Wash Shampoo will leave them:🧼 Dirt Free👩🏻⚕️ Itch Free🐩A Total Glamhound10/10 Pups recommend 🥇Boop Approved
Feed Ad from
Rowan
Domain Rating
Estimated Traffic
Total Keywords
Domains
Total Backlinks
Backlinks Profile
Backlinks Text
Backlinks NoFollow
Backlinks Redirect
Backlinks Images
Backlinks Frame
Backlinks Form
We monitor your competitors emails & sms, and organize them for you.
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Based on all collected data, we build industry benchmarks you'll use for real, and share to your team/clients.
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Sit tight and we’ll explore some valuable lessons from Outdoor Voices email marketing strategy and ads.
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