How Leatherman does email marketing
E-commerce & Retail22 campaigns · leatherman.com · RSS
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Leatherman sends about 1.8 campaigns a week, most often on Monday and Wednesday around 10am US Eastern. Its median subject line runs 22 characters, and 5% carry an emoji.
An early read: 22 campaigns over 85 days, sent Jul 14 to Oct 7, 2026. Treat these as first signs; they firm up past 30 campaigns and six weeks of mail. Each figure is set against the typical E-commerce & Retail brand: the median of 24 E-commerce & Retail brands in the archive with at least 12 campaigns.
- Campaigns a week
- 1.8 44% less than typical (3.2)
- Median subject length
- 22chars 31% less than typical (32 chars)
- Median words
- 178 22% more than typical (146)
- Discount in the subject
- 0% 20 points below typical (20%)
- Copyable promo code
- 0% About the same as typical (2%)
Latest Leatherman emails
All 22 campaignsWhen Leatherman sends
Monday and Wednesday are the busiest days, within two points or one email of each other (up to 25% of sends). 10am is the most common hour (up to 35% of sends). Across 20 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 | 4 | 20% |
| Tuesday | 2 | 10% |
| Wednesday | 5 | 25% |
| Thursday | 2 | 10% |
| Friday | 3 | 15% |
| Saturday | 3 | 15% |
| Sunday | 1 | 5% |
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 | 1 | 5% |
| 9am | 4 | 20% |
| 10am | 7 | 35% |
| 11am | 4 | 20% |
| 12pm | 1 | 5% |
| 1pm | 1 | 5% |
| 2pm | 1 | 5% |
| 3pm | 0 | 0% |
| 4pm | 1 | 5% |
| 5pm | 0 | 0% |
| 6pm | 0 | 0% |
| 7pm | 0 | 0% |
| 8pm | 0 | 0% |
| 9pm | 0 | 0% |
| 10pm | 0 | 0% |
| 11pm | 0 | 0% |
Leatherman subject lines
The median runs 22 characters across 4 words, against 32 for the typical E-commerce & Retail brand. The words Leatherman reaches for most: “tool”.
- “Next Up: Garage Batch #010: Picnic” 34 chars · Oct 7
- “Preparedness Starts Here” 24 chars · Sep 4
- “Let's Goooo! Customize Your Kickoff.” 36 chars · Aug 26
- “Cheers to Knife Day 2026” 24 chars · Aug 24
- “It’s National Knife Day 🔪” 25 chars · Aug 24
What Leatherman sends
Product Showcase is the campaign Leatherman sends most, at 45%; 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
Leatherman sends with Bloomreach and publishes a DMARC reject policy.
Sends with
Tracking & personalization
- Nifty Images Personalization
- 3 of 22
Nifty Images 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.
SPF also authorizes Mailgun to send as this domain, which usually means other tools sit alongside Bloomreach.
The median Leatherman campaign carries 9 images.
Compare Leatherman with Backcountry and Ridge
See how Backcountry and Ridge send, same industry and measured the same way. Or compare with every E-commerce & Retail brand and the whole archive.
How this is measured
Every figure comes from real Leatherman 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 E-commerce & Retail brand” is the median across the 24 E-commerce & Retail 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.