One of the most important aspects of email marketing is having knowledge of the best practices. And no, I am not talking about your best practices in terms of marketing to women’s fashion. I’m talking about the best practices that have been tested over and over again.
Email marketing is a go-to tactic for fashion brands. It’s an effective way to communicate with your customers, keep them aware of your products and brand, and encourage repeat purchases. We’ve also seen that fashion brands often have beautiful emails that display their brand well and help sell to customers. However, being attractive isn’t the only attribute of successful email campaigns. In this blog post, we’ll be going through some best practices you can use to make sure your email marketing campaigns are effective as well as beautifully branded.
Keep it simple.
The best practices for email marketing are a bit counterintuitive to what you might think. You want to use as many colors and fonts as possible, or at least it seems that way. Don’t be fooled by this sense of urgency, though: the rule of thumb is keep it simple. When we talk about simplicity we mean keeping your content organized and easy to read so customers can easily understand your message without getting distracted by all the bells and whistles of your brand or product imagery.
Don’t overuse images in your emails; when used correctly they can enhance the experience for both sender and receiver but if images are used improperly then they can overwhelm readers with too much visual information which will cause them to skim through an email just like other text based content would do in their place (see our article on designing emails).
Similarly, avoid using too many words so that recipients don’t get bored before getting through all your offers; instead try using short sentences such as “Buy now!” or even just an exclamation point at times when appropriate!
Include images that show your clothes being styled and worn by real people.
You know what people love to see? Photos of real people wearing your clothes. You know why? Because it’s more believable, and thus more compelling. People want to see themselves in the clothes you’re selling them—and if you can show them that your brand is an extension of their lifestyle, then they might actually buy from you (and not just because they like looking at cute cats on Instagram).
When selling clothing online, it’s key that your photos have a human element; this means using lifestyle images instead of product shots or headless mannequins (although there are still a few places where those last two are appropriate). If possible, try taking some photos yourself so that the scenes feel genuine and relatable—you don’t have to hire professional photographers for this! It can be as simple as taking a few snaps with yourself or friends while trying on items at home or even just asking someone else
Show a variety of photos in a campaign.
One of the most important parts of an email campaign is the images. You can have a great message and compelling copy, but if your images are dull or don’t match up with what you’re trying to convey, then it’s all for naught. The best way to ensure that you’re sending out quality emails is by showing a variety of photos in each campaign.
When we say “variety,” we mean showing different types of images—not just one type over and over again. Try including some images that show clothes on a model (a model who resembles your target audience!), some showing clothes being worn by a person (and make sure they’re representative of the people who buy from you), and others showing just how awesome those products look when worn by someone—either on their own or paired with other items from your store!
Tell stories and showcase personalities.
This tip is especially relevant to fashion brands, which often focus on the product first and foremost. To bring a face to your brand, use videos that showcase personal stories. Get personal by showcasing personalities of your staff members or customers; show off their hobbies and interests!
Put yourself in your customers’ shoes when you’re designing emails.
When designing your emails, think about what would catch your eye. What would you click on?
- Make sure they’re mobile-friendly: While we all love our smartphones and tablets, they can be less than ideal when it comes to reading emails. Your emails need to be easy to read and not take forever to load. A good rule of thumb is to make sure that if someone were holding the phone in their hands and trying to read it, there wouldn’t be any typos or weird spacing issues that could make it difficult for them—you know how frustrating those are!
- Be clear and concise: Email marketing has a bad reputation for being full of jargon and buzzwords like “leverage” or “upsell” that no one actually understands (or wants). Keep things simple by avoiding unnecessary fluff like these terms so that your readers know exactly what you’re talking about without having to read through the entire email just looking for meaning behind those words!
Get creative with your subject lines.
Here are some examples of effective subject lines that use a sense of urgency, a question, and/or a call to action:
- “Are you ready for the big sale?”
- “Here’s how we can help you pay less than $1.50 on your monthly bill.”
- “Stop paying too much for your cell phone bill! Here’s how… (link).”
Use personalization to your advantage.
Personalization is one of the most effective ways to make your marketing messages more relevant to customers.
Personalization is a powerful way to make the message more relevant to the customer, resulting in higher engagement and conversion rates. By personalizing the subject line, email body content and even images within your emails, you can increase click-throughs by up to 10% or higher!
Email marketing is about building relationships with your customers over time. Just like we’ve talked about with our newsletters above, you want to be sure that each contact has a unique experience when they engage with your brand via email marketing.
Send email newsletters at least once a month.
You should always send your emails at least once a month. Sends that are too frequent can annoy customers, but not sending emails for long periods of time makes it hard to stay top-of-mind.
The best day to send an email newsletter is whichever day you’re most likely to reach your subscribers. If they change jobs or get married, they may change their email address and you won’t know about it! In fact, one of the reasons I write this blog is because I want my emails to be relevant and useful, so I’ve been using a tool called MailChimp that bounces back an invalid email address when someone tries to subscribe through my website (and sends me an email with all the details). And if someone gives me their old address instead of their current one? No problem—they’ll still get all those great tips by clicking on one link!
Email marketing is about building and maintaining relationships with customers, and there are many ways to do that effectively!
Email is the most effective marketing channel. In fact, it’s been proven that the ROI of email marketing campaigns are 2-10 times higher than social media and direct mail campaigns.
Email marketing offers a great return on investment. Email also provides an excellent way to build relationships with customers over time by sending them personalized messages based on their past behavior and preferences.
Email is the most accessible marketing channel — you can reach your audience instantly whenever you want (and wherever they are), 24 hours a day, 7 days a week!
Email is cost effective — it costs less than $0.01 per contact compared to other channels like social media or advertising on TV/radio where you have to pay for advertising space, time or airtime respectively which all requires additional money from your budget in order to get any results from these mediums (if anything at all). A well-crafted email campaign will give much better results at a fraction of the cost!
Fashion brands are built on their reputation, so it’s only natural that you want to cultivate a brand image that is appealing and exciting to your customers. How you go about doing that is completely up to you—the possibilities are endless! What matters most, then, is getting started. We hope this article has given you some great ideas for taking your fashion marketing email game to the next level. If there’s anything we didn’t cover here but would like more information on in future articles, please let us know in the comments below!