Threadless Drives T-Shirt Sales With Email

#Brandstats Examines Some Surprising Numbers From the Social Media/Apparel Company

By Published on .

As a new feature on AdAgeStat, we will look at an interesting brand and pick apart some of its vital statistics. Today we examine Threadless, a Chicago-based social media experiment/tech company masquerading as a T-shirt company (or is it the other way around?). The company just recently celebrated its 10th anniversary. The success of the business is largely credited to its thriving online community, which submits designs for T-shirts and then votes on which ones get printed and sold. Here are some eye-popping numbers from their marketing efforts:

  • Year-to-date revenue from email marketing has grown 120%
  • Threadless sends email promos twice a week to its 1 million subscribers
  • Subscribers are up 30-40% this year
  • Open rates are typically 20%
  • The company gets two to three times as many conversions from email as it does from social-media channels
  • On 9/9/09 the company had its first sale and recorded sales equivalent to 5% of the company's 2008 revenue -- in one day
  • To date the company has printed 2,000 different T-shirt designs drawn from 250,000 submissions

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