Email Strategy Teardown: Wayfair vs. West Elm

Some of the best feuds around have come straight out of Boston. Bill Belichick vs. Rex Ryan. Jason Varitek vs. Alex Rodriguez. Pedro Martinez vs. Don Zimmer. Brady vs. Manning. I could go on. Needless to say, Klaviyo HQ’s hometown loves a good rivalry.

That’s why for our next teardown I decided to do a battle of the brands, Boston’s own, Wayfair vs. Brooklyn based, West Elm.

These two furniture giants are household names when it comes to decorating your humble abode whether it’s some trendy succulents or a stylish new bedroom set.

So whose email strategy came out victorious? You’ll have to check out our teardown below to see the winner.

In case you skipped the slides, here are the highlights from our battle of Wayfair vs. West Elm.

The good, the bad, the ugly of Wayfair

Wayfair’s email strategy is on point!

Multiple touches for their abandoned cart flow and a robust daily newsletter make their email marketing strategy top notch.

Here are few ways they can improve:

1. Update their design
The emails we received from Wayfair looked pretty dated. I’d call out the formatting issue with product names in their dynamic product recommendation section as an easy win for improvement.

2. Shorten their welcome email
The welcome email we received from Wayfair was lengthy and had many sections that would be better served by separate emails.

The good, the bad the ugly of West Elm

The look and feel of the emails I received from West Elm was spot on. They had beautifully designed emails with dynamic product recommendations. The length of their welcome email and call to actions were all great.

Here are few ways they can improve:

1. Don’t go dark on subscribers
The most noticeable thing to me in West Elm’s sending was the four-day period where I received no emails from them during the first week. There is so much opportunity to convert subscribers in the early days of a sign-up!

2. Experiment with different images
I was surprised to see the same image used for the 30% off promotion in the abandon cart and newsletter emails. If this image doesn’t convert someone the first time, why do they think it will work the second, third, or fourth time?

Want more teardowns? Check out these featuring Sephora, Society6, and


Email strategy teardown – Sephora



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  • Alicia – are you recommending daily marketing emails? When does email fatigue set in?

    • Hey Robert- thanks for your question. I think that going quiet for such a long period of time during the first week of a signup is a missed opportunity. I would suggest that West Elm test adding another email to their welcome series during the first week to see if it increases conversions. A newsletter during this time might be another option but doesn’t have to be daily.

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