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19 Apr 2016 by Farhan Rehman
If you are reading this blog, the chances are you have recently seen our campaign on email marketing in the fashion industry. If not, check it out at the very bottom of this post.
Email marketing, when done properly, is the most effective tool for fashion or retail brands wanting to reach their customers at the right time with the right message. The fashion and retail sector achieves impressive engagement rates from email marketing, with open rates averaging 22.2% and click through rates averaging 2.65% in 2015. But why is email marketing so effective in this sector?Is everything we receive strategic?
Well 'yes' is the answer. We all have our favourite fashion brands, but have you ever stopped to think why we like the brands we do? A lot of the time it comes down to the product, but more often than not it's the behind the scene, subliminal efforts, that really grab our attention. From the special messages and discounts on our birthday, to the constant updates regarding our delivery status or even the once a month newsletter which always keeps us in the loop just before pay day. The communications from the brands we love are strategic and we as consumers love it!
So how has email marketing revolutionised the customer purchase decision?
With the introduction of smart phones, marketing to your consumers through email has never been so easy and so affective. The decision making process can be complex, but with the right communication at the right time, brands can now differentiate between loyal customers, a one-off purchaser or a disengaged prospect. 91% of consumers use email at least once a day. So why are businesses using email to reach their customers?
The fashion industry is a great example where loyalty to brands is as strong as ever. The industry has adapted to the rising demand of consumers wanting to be in the know, be the first to get special offers, join exclusive privilege clubs and feel that their hard earned money has been spent wisely. The difficulty has always been how to engage with your customers and keep them coming back time and time again.
Email marketing is a great starting point for your journey and even if you are currently using email it may be worth while thinking;
Oh and one last thing, the campaign is below: