Email Marketing Isn’t Dead—Your Strategy Might Be

How to Fix Underperforming Email Campaigns

It’s easy to write off email as yesterday’s marketing tool, but it can still seriously deliver. Email marketing boasts an average ROI of $42 for every $1 spent—and 18% of brands are earning even more, with returns upwards of $70 per dollar. Email marketing is direct, personal, measurable, and—when done well—ridiculously effective.

So why are so many brands still seeing flat performance in their inboxes?

Because it’s not email that’s broken. It’s the strategy behind it.

Whether your list has gone cold or your campaigns are running on autopilot, this guide will help you diagnose what’s not working, rebuild your email program with intention, and optimize for results. Because for fashion brands looking to scale, a healthy email marketing strategy isn’t optional—it’s essential.

Diagnosing the Problem—What’s Not Working?

If your emails are falling flat, it’s time to take a hard look at the signs. Underperforming email programs often show symptoms like:

Low open or click-through rates
High unsubscribe or spam complaints
No noticeable impact on sales
Inconsistent sending schedules or tone

Other red flags to watch for:

Flows that haven’t been updated in 6+ months
Newsletters that go to your entire list with no segmentation
A “blast-first, strategy-later” approach

These issues don’t just hurt engagement—they can damage your domain reputation and make it harder to reach inboxes in the future. But don’t panic. Let’s fix it, one step at a time.

Rebuilding Your Foundation—Flows First

Before you send another newsletter, get your automations in order. Why? Because email flows work 24/7, converting customers while you sleep.

Every brand should have at least four foundational flows:

Welcome Flow – Introduce your brand, set expectations, and share a first offer
Abandoned Cart Flow – Remind shoppers of what they left behind
Post-Purchase Flow – Say thank you, offer styling tips, and suggest complementary items
Win-Back Flow – Re-engage customers who haven’t shopped or clicked in months

Some brands thrive with four or five flows. Others need 14. The key is to test, tweak, and find your flow sweet spot. These automated sequences often generate the highest ROI across your entire marketing mix—don’t overlook them.

Reimagining Your Campaigns—Think Like Your Customer

Flows are foundational. But campaigns—aka your one-off newsletters—are your chance to show up consistently, creatively, and with value.

Strong campaigns have:

Clear goals: Are you educating, promoting, or building community?
Value-first content: Offer tips, styling advice, or founder insights—not just discount codes
Fresh creative and storytelling: Think editorial-style visuals, founder Q&As, or collection deep-dives

And don’t send the same email to everyone.

Instead, segment by:

Purchase history
Engagement level
Product preferences
Email behavior

Email is a relationship. Every message should either build trust, deliver value, or invite action. Sending with intention—and always thinking about what your audience wants to see, not just what you want to say—is invaluable.

Design & Deliverability—The Overlooked Essentials

You could have the best content in the world, but if your emails don’t render well—or don’t reach inboxes at all—it won’t matter.

Here’s what every brand should prioritize:

Mobile optimization – 68% of online shopping orders in 2024 came from mobile devices
Clear hierarchy – Your CTA should be easy to find and act on
Branded visuals + plain text fallback – Great design meets accessibility
Verified sending domain – Builds trust and keeps you out of spam folders
Avoiding spam triggers – Steer clear of all caps, excessive punctuation, and generic subject lines

Pro tip: Audit your emails regularly. Check how they load on various devices, review broken links, and ensure they still reflect your current branding.

Subject Lines & CTAs—Small Changes, Big Results

Subject lines are your first impression—and your biggest gatekeeper to opens.

Tips for subject line success:

Keep it under 50 characters
Add urgency, curiosity, or clarity
Test emojis, personalization, and formatting
Avoid spammy language (“Free!!!” “CLICK NOW”)

Once they open, don’t waste the opportunity. A strong call-to-action (CTA) is what turns interest into clicks—and clicks into sales.

Make sure your CTA:

Focuses on one action only
Uses benefit-driven language
Is easy to find and tap

Instead of “Click Here,” try “Discover Our New Collection” or “Shop the Top-Rated Styles.”

A/B test both subject lines and CTAs regularly to learn what your audience responds to.

Let the Data Lead

Sending emails without tracking performance is like driving blindfolded.

Monitor key metrics like:

Open Rate – Are your subject lines and sender name compelling?
Click-Through Rate (CTR) – Is your content delivering value and inviting action?
Conversion Rate – Are readers actually purchasing?
Unsubscribe/Spam Rate – Are you annoying your list or misaligned in messaging?

Use industry benchmarks as a litmus (like an average retail open rate of 33.8% and click rate of 1.11%), but the trends in your own data matter more.

Look at:

What types of content generate what types of consumer responses
Which days and times yield the best engagement
Which flows drive the most revenue
Which flows drive the least revenue
What types of content is converting least

What to Do If You’ve Let Your Email Strategy Slide

If your email program has been neglected (no judgment—it happens), it’s never too late to revive.

Here’s how:

Start with a “We Miss You” or exclusive welcome-back message
- Don’t hit your full list all at once—warm up your domain with smaller, engaged segments
Focus first on your most active subscribers: people who’ve clicked, opened, or purchased recently
Rebuild with consistent, value-driven content—no firehose of promos, please

Pro tip: Don’t expect results overnight. A healthy email program takes time, testing, and consistency—but the payoff is worth it.

A Healthy Email Program Drives Real Growth

With the number of email users expected to reach 4.59 billion by the end of 2025 and over half of consumers making purchases directly from emails, this channel isn’t going anywhere.

The difference between a revenue-generating email strategy and a forgettable one lies in intention, segmentation, strategy, and storytelling.

And the brands seeing serious results from email aren’t winging it. They’re building smart, strategic programs that prioritize customer relationships—and consistently deliver value.

So no, email isn’t dead. But if your results are? It’s time for a strategy refresh.

Pink Sheep Publicity builds bold, data-backed email strategies for fashion and lifestyle brands that want to scale. If you’re ready to turn your list into your most powerful sales and storytelling tool, we’re here to help.

10 Questions Fashion Founders Should Ask Themselves This Earth Day

Building a more sustainable future starts with the questions we’re willing to ask.

Earth Day is more than a hashtag.
It should serve a checkpoint—not a finish line—for every founder, designer, and brand leader shaping the future of fashion.

In an industry that generates 92 million tons of textile waste annually, with global production expected to increase by 63% before the end of this decade, Earth Day serves as a powerful reminder: we can’t afford to wait for the industry to change. We are the industry. Whether your brand is still in early development or scaling internationally, the responsibility to prioritize people and planet is real—and urgent.

At Pink Sheep Publicity, we work with brands that lead with purpose. So this Earth Day, we’re inviting you to pause and reflect with intention. These 10 questions aren’t just about optics or trends—they’re about long-term, values-driven business growth that makes room for both profitability and progress.

1. Where are My Materials Coming From—and Who’s Making Them?

Every sustainable decision starts with transparency. Knowing your supply chain inside and out—from the fibers you use to the factories that cut and sew your garments—builds the foundation for everything else. Ask your suppliers hard questions. Know your certifications. Don’t settle for vague answers.

As the Business of Fashion’s 2025 Outlook reminds us, “inaction is not an option.” Brands that aren’t clear on their sourcing open the door to greenwashing—or worse, exploitative labor.

2. Am I Using More than I Need?

Whether it’s textiles, trims, energy, or packaging—excess creates waste. Simplicity isn’t just chic; it’s sustainable. Limited drops, thoughtful SKUs, and low-waste production practices can significantly reduce your environmental footprint while also increasing brand profitability.

When over 100 billion garments are produced annually and 85% of them go to landfills, every yard you don’t waste, and every unnecessary shipment you avoid, makes a difference.

3. Can my Products be Reused, Repaired, or Recycled?

Sustainability isn’t just about how a garment is made—it’s also about what happens next. Design with the end in mind. Using materials that are biodegradable or recyclable, and considering construction that supports repair, resale, or reuse allows products to have a lifecycle past initial purchase and wear.

Brands like Patagonia and Eileen Fisher have proven that designing for circularity can build customer trust and brand longevity.

4. Do I Understand the Footprint my Brand Has?

Organic cotton doesn’t automatically equal low impact. Bamboo isn’t always better. Many “eco” fabrics come with hidden tradeoffs—excessive water use, harmful dyes, non-biodegradable blends .

Take time to truly understand your brand’s footprint across the board—materials, shipping, production volume, and product lifecycle from a critical, objective point of view. The fashion industry currently accounts for 10% of global carbon emissions, more than international flights and maritime shipping combined.

Knowing your impact is the first step to reducing it.

5. Are my Production Partners Aligned with my Values?

You can’t build a truly ethical brand without ethical production. That means asking how workers are compensated and treated, how waste is managed, and whether your manufacturer is truly operating in alignment with your brand’s mission.

True partnership goes beyond price and MOQs. It’s built on shared goals and mutual accountability.

6. How do I Educate and Engage my Customers on Sustainability?

If your brand is doing the work—share it. If you’re learning—share that too. Transparency builds trust, and the more you educate your audience, the more powerfully they’ll advocate for your brand.

78% of consumers say they’re more likely to engage with personalized, values-aligned offers. Telling the story behind your practices, your people, and your decisions will bring your customer into the journey.

7. What is my Packaging Made of—and is All of it Necessary?

The unboxing experience doesn’t have to cost the earth. Recyclable tissue paper, compostable mailers, and soy-based inks are small shifts that add up. But it’s not just about materials—it’s about intention.

Do your consumers need three layers of packaging for their single garment order? Probably not.

Audit your packaging like you’d audit a collection. Every detail should align with your values and customer experience. If it isn’t adding value, it’s costing money and wasting resources.

8. How Inclusive and Equitable is my Business Model?

Sustainability and social justice are deeply connected. Are you creating opportunities for underrepresented voices in your team, your campaigns, your supply chain?

Are your size ranges inclusive? Are your price points accessible—or are you unintentionally gatekeeping your values?

Fashion can’t call itself sustainable if it’s only accessible for a privileged few.

9. What Happens to my Product after it Leaves my Hands?

Once a customer checks out, is your responsibility over? Offering resale partnerships, garment care guides, or even take-back programs to keep a brand’s product in circulation longer are increasing in popularity. Reformation and Stella McCartney are continuously looking for new ways to increase their designs’ lifecycles by promoting resell of product, while AllSaints recently introduced a new circular initiative to repair and increase the lifespan of their leather jackets.

The future of fashion is regenerative. Your brand should be too.

10. Am I Making Progress or just Promises?

Sustainability is so much more than a checkbox or an Instagram caption. It’s a long-term, evolving commitment. Set measurable goals. Track your progress. Own your missteps. Communicate honestly.

It’s not about perfection—it’s about showing up.

Collective industry action is crucial to meeting sustainability goals. But change starts with individual brands doing the hard, behind-the-scenes work.

What Can we Accomplish by This Time Next Year?
No brand is perfect. But every brand can do better.

This Earth Day, let reflection lead to action. Let these questions guide the conversations you’re having with your team, your customers, and yourself.

From Launch to Legacy: How PR Shapes Every Stage of a Fashion Brand’s Growth

In fashion, success is never static; even the most iconic brands are constantly evolving to remain relevant. From debuting the collection to becoming a household name, the journey of a fashion brand mirrors a lifecycle familiar to anyone in business: Introduction, Growth, Maturity, Decline, and, eventually, Obsolescence.

While creative vision and product innovation fuel the artistic side of fashion, a strong public relations (PR) strategy is what ensures a brand not only enters the market with impact but sustains momentum over time. Strategic PR doesn’t just complement the design process—it drives perception, demand, and longevity; it’s the through-line from launch to legacy that consistently keeps a fashion brand in the minds and on the feeds of consumers.

Each phase of a fashion brand’s lifecycle demands its own approach to building awareness, shaping perception, and influencing consumer behavior.

We’re breaking down how PR can evolve with a business, ensuring that the public sees, believes in, and ultimately buys into the fashion brand.

Stage 1: The Launch — Building Buzz and Awareness

Objective: Establish a strong brand presence in the market.

For early-stage fashion brands, PR is all about planting seeds. This is the make-or-break moment when the right storytelling can generate enough curiosity to attract those all-important first customers, media hits, and stockists.

Key PR Activities:

Crafting a compelling brand story that differentiates the label from others in a saturated market.
Securing early press mentions in trade publications, fashion blogs, and niche outlets covering launches and emerging talent.
Partnering with micro-influencers and tastemakers who resonate with the brand’s aesthetic and values using affiliate marketing to incentivize mutually beneficial collaborations.
Hosting a launch event or campaign to create a splash and generate newsworthy events for a young, new brand, whether through a pop-up, intimate press preview, or virtual showcase.

Outcome: Brand awareness begins to build, the media starts paying attention, and the first wave of consumers is introduced to the brand.

Stage 2: Growth — Solidifying Brand Identity and Expanding Reach

Objective: Transition from a “new” brand to one with a recognizable identity and loyal customers.

Once a brand is on the radar, the focus shifts to reinforcing what it stands for and establishing industry authority. This is where PR helps shape how the brand is perceived and ensures it remains top-of-mind as competition intensifies.

Key PR Activities:

Refining media relations to include features in major publications like Vogue, Elle, and Harper’s Bazaar.
Expanding influencer collaborations to include mid-tier and macro-influencers aligned with the brand.
Launching partnerships and capsule collections that build credibility and expand reach.
Generating consistent press coverage through interviews, editorials, and event activations.

Outcome: At this stage, a fashion brand begins to take on a stronger identity in the marketplace, with press and consumers associating it with distinct values, aesthetics, and a growing presence.

Stage 3: Scaling — Becoming a Market Leader

Objective: Shift from a growing brand to an industry leader.

This is when a fashion brand has traction. Now the goal is to scale impact while navigating the increased scrutiny that comes with success. Strategic PR ensures growth is matched with polish, authority, and authenticity.

Key PR Activities:

Cultivating deep relationships with top-tier editors to secure long-lead features, cover stories, and fashion week spotlights.
Launching large-scale campaigns around seasonal drops or high-profile collaborations.
Managing potential crises with well-thought-out reputation strategies.
Positioning brand executives or designers as thought leaders through op-eds, podcast interviews, and industry panels.

Outcome: The brand becomes known not just for its products, but for its cultural relevance. Not only does the brand earn a spot among the top players, but it also becomes a part of the broader fashion conversation.

Stage 4: Legacy — Sustaining a Timeless Brand Presence

Objective: Ensure longevity through cultural relevance and commitment to core values.

Legacy isn’t just about time; it’s about building an enduring reputation and making a lasting impact. At this stage, PR helps the brand stay relevant while honoring the values and vision that brought it here.

Key PR Activities:

Increasing brand reach by executing global PR campaigns to support international growth and align messaging across regions.
Celebrating brand milestones (major anniversaries, runway retrospectives, museum exhibitions) with PR activations that reinforce the brand’s journey.
Maintaining a consistent tone of voice across all channels, including earned media, social platforms, and internal communications.

Outcome: The brand becomes more than a label—it becomes a legacy. It earns cultural capital, consumer trust, and long-term brand equity.

PR Is the Common Thread

From the moment a fashion brand introduces itself to the world to the decades it spends influencing trends and culture, public relations plays a critical role at every step. While design captures attention, it’s PR that ensures the world keeps watching.

The brands that succeed long-term are those that treat PR as a non-negotiable—a strategic partner in shaping their narrative, connecting with their audience, and evolving with purpose. As fashion continues to move faster and consumer expectations shift, a great PR strategy is more than a support system—it’s the very foundation on which enduring brands are built.

For brands seeking not just visibility, but legacy, PR isn’t just part of the plan. It is the plan.

PSA: Your Competitors are Still Investing in PR & Marketing

Now is Not the Time to Pull Back on Strategy

It’s no surprise that when the economy takes a hit, businesses tighten their belts—and all too often, PR and marketing budgets are the first to go. While cutting these costs might seem like a quick fix for fashion brands looking to save money, it’s a short-sighted move that can weaken brand awareness, shrink market share, and stall the long-term growth that separates long-lasting fashion brands from the rest.

Why PR & Marketing Are Often the First to Go

Before diving into why slashing PR and marketing budgets is a mistake, it’s important to acknowledge why these cuts happen in the first place:

Perceived as Non-Essential – When businesses are looking to trim expenses, public relations and marketing are often seen as dispensable rather than critical to survival.
Difficulty in Measuring ROI – Unlike direct sales or operational costs, the impact of PR and marketing initiatives can take time to materialize, making them harder to justify during economic strain.
Focus on Short-Term Survival – Many companies prioritize immediate financial stability over long-term brand investment, viewing marketing as a luxury rather than a necessity.
Lack of Immediate Visibility – The effects of marketing campaigns build over time, so their absence isn’t immediately felt—until it’s too late.

The reasoning seems logical at first glance— public relations and marketing don’t always have the same immediate, tangible impact as operational costs, and their return on investment (ROI) isn’t instantly measurable. However, cutting back on these efforts is a short-sighted move that can severely hinder long-term growth and brand resilience, particularly for newer and independently-owned brands already fighting against major fashion labels.

The Cost of Cutting PR & Marketing

The long-term consequences of pulling back on marketing and public relations investments far outweigh the short-term savings and as always, the proof lies in the data:

Loss of Brand Awareness – Consistency is key in marketing. When brands go silent, they become forgettable (even to the most loyal customers), giving competitors the opportunity to dominate the conversation and capture market share.
Difficulty in Rebuilding Momentum – Once marketing efforts are halted, it takes time and significantly more investment to regain lost ground and rebuild consumer trust. Remember: it can cost 5 to 25 times more to acquire (or reacquire) a new customer in comparison to retargeting an existing, engaged customer.
Long-Term Revenue Impact – A study by Harvard Business Review found that 80% of companies that cut marketing costs during a recession had not regained pre-recession sales and profits even three years after the downturn. Brands that cut fastest and deepest had the lowest probability (21%) of surpassing competitors when the economy improved.
Competitive Disadvantage – Your competitors are still marketing. A survey by Harris Interactive/Yankelovich found that 86% of consumers remember brands that continue advertising during downturns and feel more positively about their commitment to their products and services.

A Smarter Approach: Optimize, Don’t Eliminate

Instead of pulling back entirely, economically uncertain times are when fashion brands need to pivot their strategy to ensure their public relations and marketing spends are as effective as possible. Here’s how:

Refine Messaging – Adapt public relations and marketing efforts to reflect current economic conditions. Avoid aggressive sales tactics and instead focus on value-driven messaging that resonates with consumer needs.
Emphasize High-ROI Strategies – Investing in conversion-driven digital marketing strategies, high-conversion email campaigns, and commission-incentivized influencer partnerships that deliver measurable returns will allow brands to see a more direct, ROI from their digital marketing strategies to support brand cashflow while also creating buzz through digital campaigns.
Take a Metrics-Driven Approach – By prioritizing metrics-driven campaigns in both public relations and digital marketing, and being mindful of what is and isn’t providing a meaningful ROI (whether that is measure in sales, clicks, traffic, or other metrics depending on the campaign), brands can more thoughtfully determine what is and isn’t worth continuing to invest in when it’s time to make difficult decisions and scale back.
Leverage Cost-Effective Tactics – Organic social media, affiliate marketing, and targeted content strategies can maintain visibility without significant ad spend. Also, by working with partners that understand how to provide a meaningful ROI on a conservative budget, brands are able to continue growing without overstretching their resources.
Prioritize Customer Loyalty – Reward existing customers with exclusive offers, personalized engagement, and loyalty programs to keep them engaged. Your best asset as a brand is the customers that are already loyal to your brand. Engage them thoughtfully and let them help build the brand they love.
Focus on Brand Trust – Thoughtful public relations efforts, such as earned media placements and timely storytelling that feels relevant to the moment, reinforce credibility and brand integrity. They also allow brands to more authentically connect with their existing audience and reach out to potential new customers.

The Right PR & Marketing Partner Makes the Difference

Businesses that maintain or increase marketing efforts during economic downturns don’t just survive—they thrive. By continuing to invest in strategic PR and marketing, brands position themselves for long-term growth while competitors that cut back struggle to regain momentum.

At Pink Sheep Publicity, we specialize in crafting recession-resilient strategies that help brands maintain relevance, drive consumer trust, and optimize marketing investment for maximum impact. Tough economic times require smarter strategies.

Let’s future-proof your brand together. Reach out to Pink Sheep Publicity and let’s talk strategy.

Staying Focused Amid the Chaos

How Independent Fashion Brands Can Thrive in 2025

Between shifting consumer expectations, economic fluctuations, and the unrelenting expansion of fast fashion and drop-shippers with disturbingly low price points, independent, ethical, and sustainable fashion brands are navigating an increasingly complex landscape. While it’s easy to feel overwhelmed or be tempted to pivot at every turn, the brands that will succeed aren’t necessarily the ones that react the fastest or most frequently—they’re the ones that stay focused on their core mission and execute with clarity and purpose while remaining adaptable to the changing consumer climate.

The Challenge: Information Overload & Constant Disruption

We live in an age of endless noise, constant competition, and growing public distrust. Social media algorithms shift overnight, new trends emerge at lightning speed, and global events can shake the industry in unexpected and uncontrollable ways. For independent, ethical and sustainable fashion brands, the challenge isn’t just keeping up—it’s deciding what actually matters and what’s distraction.

Staying reactive to every shift can lead to brand dilution, wasted resources, a lack of direction, and burnout by a brand’s team. It can also lead to an overwhelmed customer losing sight of what the brand actually is and does. Instead of chasing every trend or opportunity, the best brands establish a clear strategy and make intentional decisions that align with their long-term goals.

The Importance of Staying Focused

Focus doesn’t mean resisting change—it means being strategic about which changes are worth adapting to. Pink Sheep Publicity helps independent, sustainable, and ethical fashion brands build strategically every day and for the first time, we’re sharing how brands like those we build can cut through the noise and remain on track:

Define Your Core Values & Stay Rooted in Them: Your brand’s mission and core values should act as a guiding compass for decision-making. Whether your focus is sustainability, ethical production, or timeless design (or a mix), ensure that every move you make reinforces your brand’s mission and helps your brand move forward while staying true to its purpose. Consumers today are looking for brands they can trust, and consistency in messaging and action builds that trust over time. [for more on this, feel free to check out our recent post on the importance of authenticity in branding].
Create a Strategic Measured Growth Plan: Rapid expansion can be tempting, but not all growth is sustainable, profitable or prudent. Instead of spreading yourself or your brand too thin, identify the key areas that will drive meaningful progress. Whether it’s refining your product line, expanding into a new market, or improving your supply chain, targeted growth will always be more effective than scattered efforts.
Use Data in Your Decision Making: Guesswork is not going to cut it in today’s competitive landscape (and neither will leading by ego). Leveraging insights from your own brand’s collected data as well as industry sales trends and reports and customer feedback to refine your approach is the only way. Understanding what resonates with your audience will help you allocate resources efficiently and avoid unnecessary risks.
Filter Out the Noise & Focus on What’s Relevant: Not every trend or marketing strategy will align with your brand. Just because a competitor is jumping on a viral moment or you’re seeing “it” everywhere, doesn’t mean you need to the “it” too. Assess whether an opportunity aligns with your brand identity and can be implemented in a way that MAKES SENSE TO YOUR BRAND. Don’t get so bogged down in jumping on every trend that you lose sight of your main goal (aka long-term success and investing your time and resources meaningfully to move your brand forward).
Build a Resilient Community: One of the biggest advantages independent brands have is their ability to foster genuine relationships with their customers. Engage with your audience meaningfully—through social media, email marketing, or personalized experiences. A strong, engaged community will support your brand through industry fluctuations and economic uncertainty.
Prioritize Financial Discipline: In unpredictable economic times, financial stability and thoughtful budgeting is key. Be strategic about your investments, focus on high-ROI marketing efforts, avoid overextending on inventory, and take the time to review your costing and pricing strategies. Brands that maintain financial discipline and learn how to operate within a responsible budget can better weather downturns while positioning themselves for sustainable growth.

The Power of Strategic Focus

Independent fashion brands are often at a disadvantage compared to large corporations with massive marketing budgets. But what smaller brands lack in scale, they make up for with agility, creativity, and the ability to forge deeper connections with customers.

By staying focused on their vision and making intentional, well-researched decisions, independent brands can navigate uncertainty without losing their identity. Success in 2025 isn’t about reacting to every shift in the market—it’s about staying the course, refining strategies, and building a brand that stands the test of time.

At Pink Sheep Publicity, we work with independent, ethical, and sustainable fashion, beauty and lifestyle brands to develop strategic, future-focused approaches that cut through the chaos and drive sustainable growth on a competitively conservative budget. The fashion industry will always be a bit unpredictable, but with clarity and commitment (and the right growth partner), independent brands can carve out a space that’s uniquely their own.