2022 RECAP & LOOKING AHEAD
- 2022 Trends: Chasing Precision with ‘Science’
- Record IPOs Email Promotions, Unsustainable Growth
- Investing to Improve our Processes
- Inflections: Select Winners and Losers
- Goals for 2023
Category Archives: blog
With more than 6 years of historical data tracking email promotional activity from nearly 300 consumer brands we are excited to launch our first data product!
This fall select clients can access structured weekly data for this first time.
Investors will be able to quantify and help answer the following:
- Changes in campaign frequency
- Did a brand run more marketing campaigns in order to drive sales?
- Did a brand reduce campaigns as demand increases?
- Growth in customer and lead lists
- Has a business grown its lead list?
- Intensity of promotional offers and discounts
- Did the size of discount increase as a seasonal sale progressed?
- Did the coupon specify a higher discount than prior periods?
- Changes in promoted products
- Are there changes in which products are being discounted?
- Changes in targeting strategy
- Is a brand struggling to hit sales quotas engaging in more “blasts” to its entire list?
Investors can run sector wide analysis to uncover outliers in promotional activity
Our promotional email ensemble helped investors better understand and quantify the magnitude of changes in the intensity and aggressiveness that apparel brands such as Abercrombie & Fitch (ANF), American Eagle (AE) and Guess (GES) are sending. As weather has warmed, our promotional ensemble reveals robust demand growth as consumers previously stuck at home load up on “going out” summer apparel.
Our promotional ensemble quantifies the changes such as key declines in the volume of email campaigns, the distribution discounts offered.
Successfully channelling rebounding demand for swimwear, AEO’s Aerie has further throttled back its promotions.
AEO’: 80% drop in indentive emails
Our tracking on an sector basis reveals AEO has become one of the least aggressive promotors compared with its peers compared with just a year ago.
AEO: Sharp decline in total promotional activity compared to peers
For Guess, our email intelligence allows investors to quantify the exact campaign frequency and intensity. As can be seen below, Guess is pushing out significant promotions and discount coupons much less frequently than a year ago as organic demand has rebounded.
Tracking New Customer Acquisition: 2020 was our most successful year in uncovering demand changes undetected by ‘big data’ credit card and transactional sellers. As COVID forced Americans inside, consumers discovered existing virtual solutions were superior to legacy in person dependent platforms.
For Docusign (DOCU), Fiverr (FVRR), Upwork (UPWK), Wix (WIX) our email intelligence captured exponential explosive growth in new customer acquisitions a full quarter ahead of pricy ‘big data’ transactional providers. By focusing on unique leading indicators such as “Welcome to Docusign” and “Your Wix site is published” instead of chasing coincident revenue proxies such as receipts we provided our investor subscriber parters a big jump on their competition. Docusign (DOCU) shares have appreciated more than 150% since growth in consumers receiving these confirmations triggered our identification in MARCH. Similarly, our methodology identified Upwork(UPWK) to start May with shares quadrupling.
If consumer preferences changes again as Americans leave their homes our investor partners will be the first to know.
We recently made substantial upgrades to our email categorization system. As as result of this, we can now better understand which brands and businesses are changing how they communicate with consumers and leads.
Our weekly ‘Promotional Spotlight’ report highlights the brands whose discounting and promotional activity have diverged the most since the prior year. We can provide custom analysis for investors in brands of interest. Which brands increased their steep discounts? Which brands are sending their seasonal sale related email offers more frequently? Are brands slowing their sending pace based on strong demand.
