For the first time, Everlane made the cut in Gartner L2’s Digital IQ Index: Specialty Retail, beating out more mature brands like Bonobos, Topshop and Aritzia. Founded in 2010, Everlane began as a basics brand centered around ethical manufacturing and transparent pricing. The label exemplifies an incremental approach to innovation and others can be inspired by their big pay-offs from small experiments.
While free two-day shipping is unsustainable in perpetuity, Everlane reserves free two-day fulfillment incentives only around specific holidays and special occasions to encourage last minute purchases. Earlier this summer, a free two-day shipping email sent before July 4th saw a 36% open rate lift above Everlane’s average email. Earlier this week, Everlane sent out a Labor Day email campaign advertising their latest cashmere tees. It drew extra attention by guaranteeing free two-day shipping in order to receive products before the long weekend.
Brands can learn from how Everlane’s utilizes holidays as a prime opportunity to extend fulfillment perks via email. The disruptor takes product discovery emails one step further too. Everlane integrates user reviews, highlights sustainability content and promotes offline events within its emails, and garners higher open rates than average when using these engaging tactics.