How carter's does email marketing
Fashion & Apparel69 campaigns · carters.com · RSS
American maker of baby and children's clothing founded in 1865, also the owner of OshKosh B'gosh.
carter's sends about 10 campaigns a week, most often on Monday, Wednesday and Friday around 8am US Eastern. Its median subject line runs 36 characters, and 86% carry an emoji.
Measured from 69 campaigns sent Sep 19 to Nov 4, 2026. Each figure is set against the typical Fashion & Apparel brand: the median of 54 Fashion & Apparel brands in the archive with at least 12 campaigns.
- Campaigns a week
- 10.4 2.5 times typical (4.1)
- Median subject length
- 36chars 29% more than typical (28 chars)
- Median words
- 423 2.9 times typical (145)
- Discount in the subject
- 61% 48 points above typical (13%)
- Copyable promo code
- 16% 16 points above typical (0%)
Latest carter's emails
All 69 campaignsWhen carter's sends
Monday, Wednesday and Friday are the busiest days, within two points or one email of each other (up to 16% of sends). 8am is the most common hour (up to 37% of sends). Across 67 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 | 10 | 15% |
| Tuesday | 9 | 13% |
| Wednesday | 11 | 16% |
| Thursday | 9 | 13% |
| Friday | 10 | 15% |
| Saturday | 9 | 13% |
| Sunday | 9 | 13% |
Hour of day (US Eastern)
Show hours as a tableHide the hours table
| Hour (US Eastern) | Campaigns | Share |
|---|---|---|
| 12am | 0 | 0% |
| 1am | 0 | 0% |
| 2am | 0 | 0% |
| 3am | 0 | 0% |
| 4am | 0 | 0% |
| 5am | 0 | 0% |
| 6am | 0 | 0% |
| 7am | 0 | 0% |
| 8am | 25 | 37% |
| 9am | 2 | 3% |
| 10am | 0 | 0% |
| 11am | 0 | 0% |
| 12pm | 15 | 22% |
| 1pm | 0 | 0% |
| 2pm | 1 | 1% |
| 3pm | 0 | 0% |
| 4pm | 1 | 1% |
| 5pm | 1 | 1% |
| 6pm | 0 | 0% |
| 7pm | 20 | 30% |
| 8pm | 0 | 0% |
| 9pm | 1 | 1% |
| 10pm | 0 | 0% |
| 11pm | 1 | 1% |
carter's subject lines
The median runs 36 characters across 8 words, against 28 for the typical Fashion & Apparel brand. The words carter's reaches for most: “off”, “pjs” and “extra”.
- “12 Days of deals start now 🌟” 28 chars · Nov 4
- “ALL PJs up to 60% off 🩵” 23 chars · Nov 3
- “40% off their favorite characters 💙” 35 chars · Nov 3
- “Tops & bottoms as low as $6 ✨” 29 chars · Nov 2
- “Up to 60% off DreamPlush PJs 🧸” 30 chars · Nov 1
What carter's sends
Mostly Promotions & Sales, at 52% 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
carter's sends with Attentive and publishes a DMARC quarantine policy.
Sends with
Domain authentication
Mail failing authentication is sent to spam rather than delivered.
The median carter's campaign carries 23 images.
Compare carter's with 7 For All Mankind and Dick's Sporting Goods
See how 7 For All Mankind and Dick's Sporting Goods send, same industry and measured the same way. Or compare with every Fashion & Apparel brand and the whole archive.
How this is measured
Every figure comes from real carter's 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 Fashion & Apparel brand” is the median across the 54 Fashion & Apparel brands that clear the same bar, each counted once however much it sends. 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.