In this sense, and although it may not seem so, Email Marketing can also take advantage of a series of resources that generate good experiences for the user, leaving aside the mere definition and understanding of Email Marketing as a purely commercial and promotional tool , because no: because it is much more.
Therefore, in our article today we will be happy to give you a series of tips to keep in mind, especially if you also have a fashion business and want to reach your customer, giving them a good user experience (yes, yes, through emailing).
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– Know your customer
– Create a brand community
– Maintain your brand values and tell your story
– Solve problems (for your client and by your client)
– Know your customer
Knowing your customer is something you should be very clear about, whether you are going to carry out an Email Marketing campaign focused on fashion or any other sector. Asking questions to your community, conducting surveys and obtaining key data from all of this, through Email Marketing, is something extremely important and absolutely necessary for any brand . Without knowing your customer, you will hardly be able to offer them what they are looking for or what they need.
In the particular case of Email coo email list Marketing, we recommend asking your subscribers for useful information related to their tastes and preferences , which is ideal for automating messages. Why? Because the data will allow you to assign labels and create personalized messages for each type of user. And, let me insist , but this should be done equally in a business specialized in fashion, as in any other that may come to mind.
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– Create a brand community
If there is one thing that is unique about fashion brands, it is that it is much easier to generate communities of users who are loyal to the brand, with the help of ambassadors, such as influencers or micro-influencers today. But, let's go one step further: your own users can also easily become ambassadors for your brand : you just need to interact with them and convince them to upload that cool photo with your product to their networks. And, in exchange... could you give them a small discount on their next purchase? For example. In cases like this, the use of Email Marketing campaigns fits perfectly.
– Maintain your brand values and tell your story
If there is one thing that we must be clear about, it is that the essence of your brand must prevail over everything else. What we mean is that just because you want to sell more (and even more so in a sector like fashion, where there is so much variety and competition), you should not lose your brand image. If your brand is a premium brand , you should stay that way, and perhaps you should avoid excessive announcements of promotions and discounts. For example, did you know that Haute Couture brands, such as Chanel or Dior, for example, never ever offer discounts or sales? Well, that is because their brand image and the place where they want to position themselves in the mind of the consumer have more weight than the mere increase in sales (which, yes, obviously all businesses seek, but can be achieved in many ways).
Another important aspect to capture your user's attention is to complement your promotional newsletter with the story of your business . Especially in the world of fashion, there are hundreds and hundreds of peculiar, anecdotal and curious stories about how the business came about, how it was inherited or how it has evolved. Well, take advantage of that content to complement your newsletter, so that it is not only made up of the products and services you want to sell, but also generate your own quality content ; or, in other words, what we know as branded content.
– Solve problems ( for your client and by your client)
This factor is extremely important to take into account, especially in the fashion sector. As I said above, the fashion sector has an inhuman amount of competing businesses and companies that, many times, may be offering the same thing as you. Well, then, avoid the same thing happening to you as it does to many of them: chaos during the sales. That crazy and chaotic time! That time when, it is more than likely, that your online orders will be delayed and suffer delays, right? Well… It's okay, it's normal, but please notify the user through a newsletter -in fact, you could even automate it- before it's too late, and avoid any kind of discomfort and complaint from your community.
Is Email Marketing worth implementing in SMEs?
And, in addition to solving these types of problems, so common in the fashion business, you can also use your newsletter to show a solution to a real problem that the user may have. For example, fashion is in the smallest details, such as, among other things, an umbrella. Well, then, what if we take advantage of our next Email Marketing campaign to segment by geographic location, and impact with that fashionable umbrella those users in our database who live in rainy areas? You will be, without wanting to, offering them the solution to a problem and generating sales in your business at the same time.
