50 retail emails 2011 vs. 2015
 Share
The version of the browser you are using is no longer supported. Please upgrade to a supported browser.Dismiss

 
View only
 
 
ABCDEFGH
1
Checking image weight 4yrs on (same 50 brands)2011 (KB)2015 (KB)Change in KB% ChangeNo. of images in folderResponsive/scalable etc. in 2015Findings
2
All sent August 5th, 2011
Most sent around July 7th, 2015
3
Retailers12876/50 = 257.5 KB average weight in 201125508/50 = 510.16 KB average weight in 2015
4
American Apparel17456>439 kb>2582.3%5adaptive257k average image weight in 2011, 510k for same 50 retail brands in 2015 = 98% increase (no animated gifs in either study)
5
A&F2321,500>1268 kb>546.5%31scalableNarower scalable layouts don't necessarily come with smaller image weights as they are just 4x longer than emails from 4-5 years ago.
6
Ashford141154>13 kb>9.21%17desktop50 retail emails from 2015 loosely break down as: 16 scalable (32%), 15 adaptive (30%), 15 (30%) desktop and 4 responsive (8%).
7
Barneys129349>220 kb>170.5%31scalable98.1% increase in average image weight over four years (doubled) for same 50 retail brands.
8
Becker Surf128828>700 kb>546.8%18desktopFor most part weight decreases are more moderate than increases: 15% - 78% vs. 4% - 2582%
9
Bluefly264363>99 kb>37.5%31scalable568k average image weight from my typographic patterns study vs. 510k average retail only (both 2015). Just because an email is using more live text doesn't mean they are keeping a better eye on image weight.
10
Bobby Jones499233<266 kb<53.3%7responsiveReplace the three animated gifs in typographic study with stills and average image weight becomes 527.92 kb / 28400 (total img weight) - 2116 (weight of gifs) + 112 (weight of stills) = new total 26396 / 50 = new average of 527.92 kb
11
Boston Proper602325<277 kb<46%27scalable
For most part weight decreases are more moderate than increases: 15% - 78% vs. 4% - 2582%
12
Cafepress194104<90 kb<46.3%16desktopAverage no. of images = 28.3 (1415 total) compared to avg. of 13 in typographic study - roughly double the no. of image requests in retail email group.
13
Coach549373<176 kb<32%68adaptiveCoach navi moves from top to bottom on mobile (stacked)
14
Cole Haan283552>269 kb>95%30scalableBack in 2011 'View on a mobile device" in pre-header was still going strong.
15
Costco503992>489 kb>97.2%88desktop2011 postcard layouts prevailed among retailers, with one primary message sometimes accompanied by a secondary banner. Victoria's Secret and Neiman Marcus classic examples.
16
Crate & Barrel5231,110>587 kb>122.2%55scalableWhat did mobile optimization look like in 2011? Just a handful of mobile-aware/early scalable layouts like A&F, Online Shoes + The Clymb (narrow), Gap (larger text ) and REI (bigger touch targets).
17
Dior155498>343 kb>221.2%13adaptive
18
Forzieri136316>180 kb>132.3%22desktop
19
Free People1021,561>1459 kb>1430.3%23scalable
20
Gap263136<127 kb<48.2%55adaptiveGap using flat soild colored graphics here instead of photography which saves weight. See choosing an image format - chapter 3 - by Lara Hogan in her book designingforperformance.com and Litmus file format write up.
21
Horchow166659>493 kb>296.9%51adaptive
22
JR.com (now Century 21)973457<516 kb<53%29scalableScalable layouts tend to fall on a spectrum. This one is wide and navi isn't scalable, but it has simple large content for the most part so going with the technical term of kinda scalable. What some would call mobile-aware, but I'm not breaking it down into too many groups otherwise it gets out of hand.
23
Juicy 120516>396 kb>330%16desktop
24
Karen Millen286302>16 kb>5.5%7desktop
25
Kenneth Cole174204>30 kb>17.2%13desktop
26
Kitson 110679>569 kb>517.2%16desktop
27
Kohl's33373<260 kb<78%11desktop
28
Lands End311326>15 kb>4.8%23responsive
29
Lane Bryant1971,210>1013 kb>514.2%20scalable
30
Levenger560932>372 kb>66.4%46adaptive
31
Loft143226>83 kb>58%28adaptive
32
Lombok147789>642 kb>436.7%6desktop
33
Lord & Taylor166456>290 kb>174.6%12desktop
34
Neiman Marcus117436>319 kb>272.6%63adaptive
35
Oasis432332<100 kb<23.1%24scalable
36
Old Navy502378<124 kb<24.7%49adaptive
37
OnlineShoes185156<29 kb<15.6%21scalable
38
Pier 1254439>185 kb>72.8%34responsive
39
REI179420>241 kb>134.6%50adaptive
40
Restoration Hardware134587>453 kb>338%6desktop
41
Ron Herman149244>95 kb>63.7%3desktop
42
Saks FashionFix vs. off 5th145400>255 kb>175.8%15scalable
43
Saks Fifth Avenue17560<115 kb<65.7%12scalableFlat graphics keep file size low
44
Sears296709>413 kb>139.5%47Adaptive
45
Shopbop122202>80 kb>65.5%28adaptive
46
Spiegel181371>190 kb>104.9%19desktop
47
Sur la table320369>49 kb>15.3%22scalable
48
The Clymb2501,942>1692 kb>676.8%25adaptive
49
The Outnet82455>373 kb>454.8%70adaptive
50
Timberland270228<42 kb<15.5%35adaptive
51
Urban Outfitters183284>101 kb>55.1%14scalable
52
Victoria's Secret230405>175 kb>76%31scalable
53
Yoox264412>148 kb>56%32responsive
Loading...
 
 
 
50 retail emails