Fashion retailers set trends in e-mail marketing

Share this content:

In a down economy, one might think a sale is the way to a consumer's wallet, but you may be surprised to know an innovative group of marketers is focusing on why to buy. Fashion retailers are proving to be trendsetters in more ways than one — they're giving e-mail subscribers a strong point of view.

According to Forrester, trendy consumers who care about "what's hot and what's not" are heavy retail e-mail subscribers. They're looking to save money on stylish items, but also subscribe for new product information. Style-savvy retailers are responding with clever content angles, including exclusive invitations to shop time-limited sales, editor picks, featured products, top-rated items, new ways to shop, social networking tie-ins, ways to wear and finds under a certain price.

Fresh approaches and relevant content highlight the assortment and give shoppers motivation to keep engaging with the brand. Strategic retailers give customers enticing e-mail content and still reap a good ROI.

First, look at the big picture. Focus less on how each e-mail performs individually and more on overall success. E-mail is an ongoing conversation. Measure results over a long-term period.

Next, build a cadence. Create a calendar dedicated to a messaging and frequency strategy. Planning ahead will develop a balanced messaging mix and manage how often you're engaging.

Be sure you make the message matter. Cultivating an audience that sees you as a trusted shopping resource is key to moving the needle. Beyond ROI, an e-mail dialogue can help create brand awareness, change perception and ultimately, build relationships with loyal customers.

Address every channel. Engage every customer's shopping habits whether in-store, online or by catalog. Use e-mail to inspire shoppers and encourage browsing. This will lead to a more confident purchase in the shopper's preferred channel.

You also should drive it home with discounts. A special offer is the incentive to convert consideration into transaction. Tell them why a patent leather bag is essential for their fall wardrobe and follow it up with a coupon, percentage off or sales event. A reason to buy your product, plus a great deal, is more powerful.

Finally, get ready to react. Hear what your audience has to say and be flexible enough to adapt and respond. E-mail is more than a mechanism for pushing content.

Katie Kirkpatrick is senior copywriter and content strategist at T3. Reach her at katie.kirkpatrick@t-3.com.

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here