Design Over Optimization Not a Good Look for Luxury Brands
Luxury goods account for six percent of total U.S. e-commerce sales according to new research from Listrak. Even so, these high-end retailers need to step up their digital games in order to compete with other merchants - particularly within the email channel.
Listrak's data indicates that global retailers beat out luxury retailers in several areas including marketing email conversion rates (4.2 percent versus 2.5 percent) and click-to-open rates (19.4 percent versus 2.9 percent). One of the reasons for significantly lower click-to-open rates for general marketing emails from luxury retailers is that they prioritize the design of emails over the optimization of emails (like for clicks).
To break out from the luxury pack, Listrak recommends testing email elements (e.g., subject line, send day and time, hero image and offer), as well as making marketing emails "shoppable" (e.g., including merchandise categories like new arrivals, stylists picks, top sellers) and personalizing the content based on browsing behavior of the recipient, shopping cart abandonment data and purchase history.