For emerging ecommerce brands, email marketing efforts often get sidelined in favor of newer platforms for communication such as social media. That would be a fatal error — email is still the number 1 driver of ROI for ecommerce brands.
And for brands in the luxury niche, email is the perfect customer relationship tool.
As more and more luxury ecommerce brands arrive on the scene to vie for customers, email is the ideal channel to differentiate your brand. How? Add value, listen to your customers, don’t stray far from your brand story. Here is what you need to know about killing it with branded email marketing — luxury style.
Create a personalized email strategy with the right tools
Customers today are drowning under an incredible amount of advertising noise, from print and television ads — right down to their email inbox. People have become more or less numb to marketing, and as a consequence, it’s becoming harder and harder to engage them through email blasts.
To cut through this noise and grab their attention, luxury brands need to personalize their marketing any way they can. Businesses have a wealth of data at their fingertips, from customer names and genders to their location and shopping habits.
A report by ContactLab and Exane BNP Paribas found that Italian fashion house Armani were among the best for addressing their customers by their preferred title and gender. Your luxury brand can take this further by using geographical data to tailor emails to specific regions, for example by mentioning related events that are happening in a customer’s area.
This level of granular personalization is particularly important for luxury brands, whose customers demand a tailored service. You need to show your customers that you listen and that you care — harnessing customer data in a big way is an easy way to do this without breaking the bank. Choose an email platform like Moosend that allows you to quickly and efficiently segment and tag up customer data.
Personalization extends to your subject lines as well. Consumers are 26% more likely to open an email when the subject line is personalized through data. If you’re still not certain you’re nailing your subject lines, try Moosend’s subject line tester. It’ll provide you with an estimated open rate and compare it to your industry’s average, as well as giving you tips on how to improve it.
Only provide relevant and useful content in story formats
Getting your customers to open your emails is one thing. Getting them to read it is quite another.
With that in mind, you need to ensure that your emails are something that your customer would be likely to want to read.
For luxury brands this is especially crucial, as you want to convey your high-end status by keeping your content marketing useful and relevant. Uninteresting or unrelated content will come across as spammy. Focus on customer success stories and brand storytelling instead.
Don’t overdo the frequency either. If you send your customers an email everyday, they will feel suffocated and disengage from you. Keep it to one or two a week. Any more can potentially damage your brand’s image. Remember, less is more — particularly for a luxury brand.
Consider Italian fashion brand Dolce & Gabbana’s email below. There’s no fuss, no preamble. They simply highlight the live stream of their 2014 men’s summer fashion show. It’s coolly high-end and it’s useful. It also features a good call-to-action at the bottom. This is vital in email marketing, as it drives your consumers to where you want them to be.
Image Dolce & Gabbana
Looks are everything — minimalist is best
Relevant content and personalized emails are all very well, but if it looks like it was made on Microsoft Paint in the 90s, then you’ll undo any benefits they provide. To that end, ensure that each email you send out embodies the luxury that your brand possesses.
As I mentioned earlier, less is more. A cluttered email is visually noisy, and viewers will switch off when they encounter it. Make it crisp and clean, and keep photos to a minimum. One single high-quality image is enough to form a great centerpiece around which you can build your email.
And don’t underestimate the value of negative space. It creates a stage upon which you can place more important content, and acts as a nice frame for your photo and copy.
For an example of email design done right, check out this example from French fashion house Chanel:
It’s exquisitely minimalist, featuring a monochromatic color scheme that truly encapsulates the French luxury that the brand possesses. The text is kept to a minimum, with just a single header and one line of copy. Just like Dolce & Gabbana, they end with a bold call-to-action. This is all the brand needs to sell their product — and it works beautifully.
Convenience through multichannel
In the past, luxury brands have been slow to adapt to the changing world of ecommerce. However, online retail provides huge benefits, and email marketing is crucial for a truly multichannel strategy. Nowadays, emails for luxury brands act as a vital bridge between exceptional in-store experiences, online content, and brand reputation. For luxury brands who are ecommerce-only, email is a customer experience cornerstone.
Most high-end brands feature a store locator function in their emails — understanding the importance of experiential retail for the luxury-loving customer. The French luxury brand Cartier feature a “book an appointment” button in their emails, and British fashion house Burberry offer their customers the option to collect-in-store.
Email is a fantastic medium for pushing customers towards other shopping experiences you have to offer. Whether it is personalized birthday experiences, personal shoppers, beautiful gift wrap, over-the-phone fashion consultancy, exclusive pop up events, or seasonal launches — email can help open doors to more brand experiences. Luxury customers expect a bespoke service, so let them know what your brand can do for them.
Email isn’t just the domain of shady Viagra spam bots and the aunt you only speak to once a year. It’s a vital arsenal in the savvy marketer’s toolbox. Email can be used to generate new leads, retain old ones, and provide customers with useful and interesting content. Luxury brands need to embrace email marketing, and not be afraid of losing their high-end status through ongoing customer conversations. When done right, the rewards of email marketing can be limitless for your brand.