How Bellroy does email marketing
27 campaigns · bellroy.com · RSS
Bellroy puts its heart, soul and countless design hours into helping the world carry with simplicity and ease. Every piece has been deeply considered, for the best of life's little moments.
Bellroy sends about 2.1 campaigns a week, most often on Tuesday and Friday around 1am US Eastern. Its median subject line runs 22 characters, and 4% carry an emoji.
An early read: 27 campaigns over 90 days, sent Jul 7 to Oct 6, 2026. Treat these as first signs; they firm up past 30 campaigns and six weeks of mail. Each figure is set against the typical brand: the median of 129 brands in the archive with at least 12 campaigns.
- Campaigns a week
- 2.1 42% less than typical (3.6)
- Median subject length
- 22chars 31% less than typical (32 chars)
- Median words
- 179 About the same as typical (175)
- Discount in the subject
- 0% 14 points below typical (14%)
Latest Bellroy emails
All 27 campaignsWhen Bellroy sends
Tuesday and Friday are the busiest days, within two points or one email of each other (up to 36% of sends). 1am is the most common hour (up to 88% of sends). Across 25 scheduled campaigns; welcome, cart and order emails are left out because they go out when a subscriber acts. Times are US Eastern.
Day of week
Show days as a tableHide the days table
| Day | Campaigns | Share |
|---|---|---|
| Monday | 0 | 0% |
| Tuesday | 9 | 36% |
| Wednesday | 4 | 16% |
| Thursday | 3 | 12% |
| Friday | 8 | 32% |
| Saturday | 1 | 4% |
| Sunday | 0 | 0% |
Hour of day (US Eastern)
Show hours as a tableHide the hours table
| Hour (US Eastern) | Campaigns | Share |
|---|---|---|
| 12am | 1 | 4% |
| 1am | 22 | 88% |
| 2am | 0 | 0% |
| 3am | 1 | 4% |
| 4am | 0 | 0% |
| 5am | 0 | 0% |
| 6am | 0 | 0% |
| 7am | 0 | 0% |
| 8am | 0 | 0% |
| 9am | 0 | 0% |
| 10am | 0 | 0% |
| 11am | 0 | 0% |
| 12pm | 0 | 0% |
| 1pm | 0 | 0% |
| 2pm | 0 | 0% |
| 3pm | 0 | 0% |
| 4pm | 1 | 4% |
| 5pm | 0 | 0% |
| 6pm | 0 | 0% |
| 7pm | 0 | 0% |
| 8pm | 0 | 0% |
| 9pm | 0 | 0% |
| 10pm | 0 | 0% |
| 11pm | 0 | 0% |
Bellroy subject lines
The median runs 22 characters across 4 words, against 32 for the typical brand. The words Bellroy reaches for most: “new”, “bag” and “travel”.
- “What’s in our bags? Mini bags!” 30 chars · Oct 6
- “Struggling to choose a work bag?” 32 chars · Oct 2
- “Need an everyday bag? Here's what to look for.” 46 chars · Sep 29
- “New: Laneway Totes” 18 chars · Sep 25
- “New Venture Pod Jacket” 22 chars · Sep 22
What Bellroy sends
Mostly Product Showcase, at 70% of campaigns. Welcome, cart and order emails were set off by our own signup, so they do not count toward that.
The stack behind the sends
Bellroy sends with Klaviyo and publishes a DMARC none policy.
Sends with
Domain authentication
Failures are monitored but still delivered, so the policy is not enforced yet.
SPF also authorizes Google Workspace and SendGrid to send as this domain, which usually means other tools sit alongside Klaviyo.
The median Bellroy campaign carries 16 images.
Compare Bellroy with its peers
Or compare with every brand in the archive.
How this is measured
Every figure comes from real Bellroy emails captured in Inbox Archive, not from a survey or a vendor report. Medians and the campaign mix appear once a brand has 12 campaigns archived, and the day and time charts once 12 of them are scheduled sends. “Typical brand” is the median across the 129 brands that clear the same bar, each counted once however much it sends; it uses the brand’s own industry once enough peers qualify. Campaign types are sorted automatically. Discounts are read from subject lines, and a copyable code counts only when one appears in the email, so offers applied at checkout are missed.