Last July I wrote an article called how fashion retailers use email marketing, in which I investigated 16 brands including ASOS, Topshop, H&M and Gap to check the frequency, content, subject lines and ultimately effectiveness of their various email campaigns.
Now six months later I’ve decided to follow up the article by cautiously peering into the inbox of the email address I created specifically for the investigation to see what its current state is.
Have I been forgotten about? Has the account buckled under the weight of January sales emails? Have I missed any super-sweet deals, retargeted emails or impassioned pleas for my return while I’ve been away?
It turns out that by far the largest presence in my inbox is that of international clothes retailer and proponent of the new boring, Gap.
Before we begin, let’s took a look back at last year’s study and see how Gap compared.
