How Mustela USA does email marketing
Beauty & Personal Care24 campaigns · mustelausa.com · RSS
Mustela is the mom and baby skincare brand with clean & gentle products for the delicate skin of newborns, babies, kids, moms-to-be & new moms.
Mustela USA sends about 4 campaigns a week, most often on Thursday around 12am, 8am and 9am US Eastern. Its median subject line runs 35 characters, and 75% carry an emoji.
An early read: 24 campaigns over 45 days, sent Sep 10 to Oct 25, 2026. Treat these as first signs; they firm up past 30 campaigns and six weeks of mail. Each figure is set against the typical Beauty & Personal Care brand: the median of 15 Beauty & Personal Care brands in the archive with at least 12 campaigns.
- Campaigns a week
- 3.7 16% less than typical (4.4)
- Median subject length
- 35chars About the same as typical (34 chars)
- Median words
- 186 56% more than typical (119)
- Discount in the subject
- 33% 18 points above typical (15%)
- Copyable promo code
- 0% 5 points below typical (5%)
Latest Mustela USA emails
All 24 campaignsWhen Mustela USA sends
Thursday is the busiest day (up to 25% of sends). 12am, 8am and 9am are the most common hours, within one email of each other (up to 29% of sends). Across 24 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 | 3 | 13% |
| Tuesday | 3 | 13% |
| Wednesday | 2 | 8% |
| Thursday | 6 | 25% |
| Friday | 2 | 8% |
| Saturday | 4 | 17% |
| Sunday | 4 | 17% |
Hour of day (US Eastern)
Show hours as a tableHide the hours table
| Hour (US Eastern) | Campaigns | Share |
|---|---|---|
| 12am | 6 | 25% |
| 1am | 0 | 0% |
| 2am | 0 | 0% |
| 3am | 0 | 0% |
| 4am | 0 | 0% |
| 5am | 0 | 0% |
| 6am | 0 | 0% |
| 7am | 2 | 8% |
| 8am | 7 | 29% |
| 9am | 6 | 25% |
| 10am | 0 | 0% |
| 11am | 1 | 4% |
| 12pm | 0 | 0% |
| 1pm | 0 | 0% |
| 2pm | 0 | 0% |
| 3pm | 0 | 0% |
| 4pm | 0 | 0% |
| 5pm | 1 | 4% |
| 6pm | 0 | 0% |
| 7pm | 0 | 0% |
| 8pm | 0 | 0% |
| 9pm | 0 | 0% |
| 10pm | 1 | 4% |
| 11pm | 0 | 0% |
Mustela USA subject lines
The median runs 35 characters across 7 words, against 34 for the typical Beauty & Personal Care brand. The words Mustela USA reaches for most: “off”, “skin” and “treat”.
- “🍭 Trick or treat yourself to 20% off” 36 chars · Oct 25
- “👻 Boo! Your 20% off treat is here” 33 chars · Oct 24
- “🍬 The sweetest treat! 20% off sitewide” 38 chars · Oct 22
- “Motherhood takes a village 💙” 28 chars · Oct 20
- “From Brooklyn to San Diego 💙 ✈️” 31 chars · Oct 19
What Mustela USA sends
Promotions & Sales is the campaign Mustela USA sends most, at 42%; no type is a majority.
The stack behind the sends
Mustela USA sends with Klaviyo and publishes a DMARC reject policy.
Sends with
Domain authentication
Mail failing authentication is rejected outright, the strictest setting.
SPF also authorizes Microsoft 365 and SendGrid to send as this domain, which usually means other tools sit alongside Klaviyo.
The median Mustela USA campaign carries 14 images.
Compare Mustela USA with Sol De Janeiro and Jones Road
See how Sol De Janeiro and Jones Road send, same industry and measured the same way. Or compare with every Beauty & Personal Care brand and the whole archive.
How this is measured
Every figure comes from real Mustela USA 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 Beauty & Personal Care brand” is the median across the 15 Beauty & Personal Care 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.