How Fjallraven does email marketing
Fashion & Apparel44 campaigns · www.fjallraven.com · RSS
Buy outdoor pants, parkas, jackets, backpacks and Kanken gear in the official Fjallraven US store.
Fjallraven sends about 3 campaigns a week, most often on Tuesday around 5pm US Eastern. Its median subject line runs 32 characters.
Measured from 44 campaigns sent Jul 7 to Oct 6, 2026. Each figure is set against the typical Fashion & Apparel brand: the median of 29 Fashion & Apparel brands in the archive with at least 12 campaigns.
- Campaigns a week
- 3.4 About the same as typical (3.5)
- Median subject length
- 32chars 10% more than typical (29 chars)
- Median words
- 195 17% more than typical (166)
- Discount in the subject
- 14% 4 points above typical (10%)
Latest Fjallraven emails
All 44 campaignsWhen Fjallraven sends
Tuesday is the busiest day (up to 31% of sends). 5pm is the most common hour (up to 48% of sends). Across 42 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 | 2 | 5% |
| Tuesday | 13 | 31% |
| Wednesday | 2 | 5% |
| Thursday | 11 | 26% |
| Friday | 1 | 2% |
| Saturday | 9 | 21% |
| Sunday | 4 | 10% |
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 | 0 | 0% |
| 9am | 5 | 12% |
| 10am | 7 | 17% |
| 11am | 0 | 0% |
| 12pm | 3 | 7% |
| 1pm | 0 | 0% |
| 2pm | 0 | 0% |
| 3pm | 0 | 0% |
| 4pm | 0 | 0% |
| 5pm | 20 | 48% |
| 6pm | 3 | 7% |
| 7pm | 0 | 0% |
| 8pm | 0 | 0% |
| 9pm | 1 | 2% |
| 10pm | 0 | 0% |
| 11pm | 3 | 7% |
Fjallraven subject lines
The median runs 32 characters across 6 words, against 29 for the typical Fashion & Apparel brand. The words Fjallraven reaches for most: “summer”, “new” and “days”.
- “Rough terrain. Harsh weather. Meet Keb GTX.” 43 chars · Oct 6
- “NEW: Women’s layers for cooler days” 35 chars · Oct 3
- “Early Access to The North” 25 chars · Oct 1
- “Experience life up north” 24 chars · Sep 29
- “No such thing as an off-season. ” 33 chars · Sep 26
What Fjallraven sends
Promotions & Sales is the campaign Fjallraven sends most, at 48%; no type is a majority. Welcome, cart and order emails were set off by our own signup, so they do not count toward that.
The stack behind the sends
The sending platform has not been detected yet.
Tracking & personalization
- LiveClicker Personalization
- 13 of 44
LiveClicker renders images when the email is opened, so the content can change after it is sent. How dynamic content works, from Alterable
Domain authentication
Mail failing authentication is rejected outright, the strictest setting.
The median Fjallraven campaign carries 7 images.
Compare Fjallraven 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 Fjallraven 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 29 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.