Profile No of campaigns % of all Summary
distributed campaigns
Gap 6 27 Simple, unpersonalised
emails were received on
Tuesdays and one Thursday
in July.
Polo Ralph Lauren 5 22 Creatives were received
on random days in July,
promoting discounts and
sales.
Isabella Oliver 4 17 Brand-led emails
showcasing sales on
dresses were received
throughout the month.
Timberland UK 3 13 Personalised segmented
emails pushing watches
and summer sales were
captured.
Hawes & Curtis 2 9 Two generic emails
highlighting discounts
were sent during July.
Gucci 1 4 Just a single email
promoting the Gucci
catalogue was captured
this month.
Hugo Boss 1 4 The winter 2007
collection was the
subject of Hugo
Boss' sole email in July.
Paul Smith 1 4 A single email promoting
in-store price reductions
was sent one Friday in
July.
Email tracker - Clothing brands lack flair
Some of the UK's biggest upmarket clothing brands have yet to develop sophisticated email marketing, judging by this month's report. Many of the bigger names, including Gucci and Paul Smith, sent just one email over the month, while Timberland was the only brand to personalise and segment its email base. Communications were generally ad hoc and opportunistic, promoting sales and events. Many were not sent on standard days or at standard times. No third-party activity was recorded.
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