Email strategy teardown: Target

A successful email marketing strategy treats your subscribers as people rather than as email addresses on a master list. It uses what you know about your subscribers to send relevant, timely emails that drive sales.

Do subscribers really care if their emails are relevant to them? Yes, they do. 70% of consumers are frustrated when content isn’t relevant to them, according to Exit Bee. Whether that’s through email list segmentation or automated emails, keeping your emails relevant is important.

For this latest email strategy teardown, I’ve dissected how a big name retailer makes this personal connection in its email marketing. This second-largest discount store retailer in the United States — a store that’s been around for 190 years and will most likely be around for 190 more — a little store that goes by the name Target.

Let’s see if a brand this huge has crafted an email marketing strategy as big and successful as their name, and if there’s anything that could be done better.

Why Target?

The backstory of Target

Target was founded in 1827 and has 1,828 stores around the world. They sell everything from beauty and health products to electronics to food — pretty much everything — and are good at it.

What I did vs. what they did

What I did

I created a Target account, signed up for their newsletter, abandoned a cart, and purchased a shelf a week later.

What they did

Target sent me a variety of emails: from welcome series to weekly ads to abandoned cart reminders.

See the complete teardown

Learn more about how the email strategy of Target, review their email flow timelines, and their email creative in our complete email strategy teardown.

Phil Weltman
Phil is on the marketing team here at Klaviyo. He's super excited to help marketers take their email marketing strategy to the next level. Prior to marketing, Phil spent a year on the growth team helping lead the charge to build a digital marketing platform for nonprofits and fundraising organizations.
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