Consumers are spending more of their money on brands that reflect their values (as we mentioned in the International Women’s Day post). This is fantastic news for brands who already aim to be sustainable and environmentally conscious. Unfortunately, with a more eco-friendly product comes higher costs which can sometimes impact the price to the consumer, too. In this article, we’ll chat about what’s happening in the Eco-friendly & Sustainable Brand Industry Group and some of their emails we love!
What we’re seeing: Email keywords & promotions
When measured against the MailCharts Index of top brands, the Eco-friendly & Sustainable Brand Industry Group has significantly fewer emails containing a promotion (23% for sustainable brands vs. 49% median for the MailCharts Index).
By being less promotional, brands can make up for the larger costs involved in making eco-friendly products.
While eco brands are less promotional, there was a +10.84% increase of emails containing a promotion for the category in 2020. This rate fluctuated throughout the year with more aggressive promotions the first three months of the pandemic (+27% higher YoY).
When examining keywords for 5,000+ emails within this category, our data team found that more than 400 (7%) of them included one of the following: Sustainability, Eco, or Organic.
Our favorite email examples from eco-friendly & sustainable brands
With being uniquely non-promotional, this category contains far fewer emails incentivizing purchases. Here are a few emails within journeys that caught our eye…
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