How On does email marketing
Fashion & ApparelBorn in the Swiss Alps, On running shoes feature the first patented cushioning system which is activated only when you need it - during the landing.
On sends about 2.6 campaigns a week, most often on Thursday and Sunday around 10am US Eastern. Its median subject line runs 28 characters, and 44% carry an emoji.
Measured from 34 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
- 2.6 26% less than typical (3.5)
- Median subject length
- 28chars About the same as typical (29 chars)
- Median words
- 74 55% less than typical (166)
- Discount in the subject
- 3% 7 points below typical (10%)
Latest On emails
All 34 campaignsWhen On sends
Thursday and Sunday are the busiest days, within two points or one email of each other (up to 36% of sends). 10am is the most common hour (up to 36% of sends). Across 28 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 | 7% |
| Tuesday | 4 | 14% |
| Wednesday | 1 | 4% |
| Thursday | 9 | 32% |
| Friday | 2 | 7% |
| Saturday | 0 | 0% |
| Sunday | 10 | 36% |
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 | 0 | 0% |
| 10am | 10 | 36% |
| 11am | 3 | 11% |
| 12pm | 3 | 11% |
| 1pm | 0 | 0% |
| 2pm | 2 | 7% |
| 3pm | 1 | 4% |
| 4pm | 2 | 7% |
| 5pm | 2 | 7% |
| 6pm | 0 | 0% |
| 7pm | 1 | 4% |
| 8pm | 3 | 11% |
| 9pm | 0 | 0% |
| 10pm | 0 | 0% |
| 11pm | 1 | 4% |
On subject lines
The median runs 28 characters across 5 words, against 29 for the typical Fashion & Apparel brand. The words On reaches for most: “new”, “meet” and “cloud”.
- “The best holiday gifts have landed” 34 chars · Oct 6
- “The new Cloudmonster 1 Waterproof” 33 chars · Oct 4
- “The Zendaya drop has arrived” 28 chars · Oct 1
- “Ben Shelton's off-court style ” 30 chars · Sep 27
- “Your wet-weather wins” 21 chars · Sep 24
What On sends
Product Launches is the campaign On sends most, at 18%; 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
On sends with Braze and publishes a DMARC none policy.
Sends with
Tracking & personalization
- Wunderkind Personalization
- 5 of 34
Wunderkind renders images when the email is opened, so the content can change after it is sent. How dynamic content works, from Alterable
Domain authentication
Failures are monitored but still delivered, so the policy is not enforced yet.
The median On campaign carries 6 images.
Compare On 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 On 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.