SKIMS is a solutions oriented brand creating the next generation of underwear, loungewear and shapewear.
There’s a lot to learn from Skims email marketing strategy. Here, you can pick their marketing strategy, learn lessons, and take inspiration for your own eCommerce business.
Every Sunday, SKIMS sends emails always titled “New Arrivals Are Here.” where they highlight their new products, styles, and colors.
What’s the purpose of this practice?
It creates anticipation and encourages customers to check out what’s new each week. It also builds loyalty as their audience might be curious of the recent arrivals, each single time.
SKIMS also often sends emails like "Just Dropped," "Just Restocked," and "Just Launched" to create excitement and curiosity.
Why do they do this?
For a high email open rate.
These emails usually follow a "Coming Soon" email, sent earlier the same day or a few days before.
By sending this type of series of emails, you build excitement, create urgency through an important momentum.
The “Coming soon” email, inform your potential customer what’s coming and get them ready to buy right when it’s available. This helps drive sales quickly and keeps your audience engaged.
Here you have two emails sent at the end of June 2024, one month before the Olympic Games in Paris, targeting USA team supporters.
Here’s an example of an offer called 'SKIMS LOVE' that lasted 48 hours.
The first email announced it would start the next day.
Later that same day, a second email announced it had started.
The next day, a third email created urgency with 'ENDS SOON'.
SKIMS uses a smart tactic to encourage visitors to buy more items at once. They highlight related products in a section called 'Complete the Look' showing items that go with what the customer already chose.
This section is placed right after introducing payment options, which makes it easier for customers to consider bulk purchases since they can split the total into smaller payments.
The title 'Complete the Look' gives customers the idea that they need these extra items for a perfect outfit, encouraging them to buy more than just the main product.
If the potential customer doesn't buy and keeps scrolling to the bottom, SKIMS tries to encourage a purchase by showing personalized products, styles, and colors. These are displayed in various sections:
If the customer still keeps scrolling, the final section provides social proof. SKIMS shows photos of models with different body shapes and skin tones wearing the featured product in various colors. This helps customers see how the product might look on someone with a similar body shape before they decide to buy.
After this section, SKIMS includes customer reviews. They share buyers’ opinions with pictures and their feedback on whether the size fits as expected.
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 29 characters, they're doing very good, that's exactly where we see a good open rate correlation. Kudos to the Skims team!
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!).
On Panoramata, we gather and analyze the entire Skims email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were 'The SKIMS Bi-Annual Sale Ends Tomorrow' and 'Last Chance: The SKIMS Bi-Annual Sale'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 71 on https://skims.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
Average subject length
What about
Skims
then?
With their average of
29
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,
Skims
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
SKIMS - Cotton: - soft - stretchy - Just - SKIMS
Emoji use in subject lines
Most popular emojis
(soon)
(soon)
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
Just Launched: SKIMS Bras
Email from
Skims
Last Chance: The SKIMS Bi-Annual Sale
Email from
Skims
Just Dropped: The Fits Everybody Racerback
Email from
Skims
Get more underwear, for less. For a limited time, bundle and save! Get three pairs of our best-selling underwear for only $36. Once you try them, you’ll never go back.
Feed Ad from
Skims
No more stealing his tees and tanks, we have the perfect oversized, super soft styles you‘ll both love.
Feed Ad from
Skims
Turn up the heat with luxe little things that make a big statement.
Feed Ad from
Skims
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.
Discover your competitors' lost checkout flow, welcome flow, etc.
On several networks, you can see and save the ads published by your competitors, with full history access.
Instantly see what a brand is doing well and when she's the most active.
We track the changes made by your competitors on their website and on the landing pages they're using in their paid media.
Based on all collected data, we build industry benchmarks you'll use for real, and share to your team/clients.
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