Lessons from fashion brands on email marketing
Posted: Tue Dec 03, 2024 9:46 am
Lessons from fashion brands on email marketing
The fashion sector is one of the most involved in carrying out Email Marketing actions. And it is not surprising since, according to the IAB Ecommerce Study in 2021, fashion is the fourth sector in the ranking of most purchased categories this year; 56% of online item buyers buy these products. The entry indicates the main lessons from fashion brands that we have to learn with examples.
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The main lessons from fashion brands in Email Marketing
1. Zara
2. ASOS
3. Net-A-Porter
4. Nordstrom
5. TOMS
The main lessons from fashion brands in Email Marketing
Some leading brands serve as an example of what to do in Email Marketing. You can too if you have an Email Marketing solution. Take note of the following practical examples:
1. Zara
The flagship chain of the Inditex group carries out very effective email communication email list marketing actions. And this is important because, traditionally, the group has spent little on traditional advertising (billboards, press or television).
The best thing that can be said about Zara's emails is that they are easily recognizable and have a clean design, something that draws attention and attracts readers. As it could not be otherwise, the image is the main protagonist.
This example is useful to see how the email, without abusing the type, provides valuable information.
Source: Zara
2. ASOS
The fashion firm ASOS uses email communication to inform and, thus, attract customers. And it must be said that it is one of the companies that works most on this possibility.
The methods to achieve the objectives are various. Firstly, discounts, which in some cases reach 70%. The second option is to subscribe to a VIP list, which allows you to access discounts and offers first. Finally, it also uses the mention of Top brands as a lure.
As you can see in this example, the discount is combined first with the model you want to sell.
Source: ASOS
3. Net-A-Porter
Net-A-Porter has a marketing strategy focused on the long term. And, in this case, the Email Marketing actions are designed to generate value in various ways.
Although promotions and discounts are sent in the emails, the main difference is in the newsletter The Edit, whose fashion magazine format is interesting. Receiving a newsletter is not at odds with good taste or quality in layout. And this is what the firm has achieved, thus differentiating its brand identity.
These are practical images of how the company achieves an impact in its Email Marketing actions.
Source: Net-A-Porter
4. Nordstrom
Nordstrom makes its interaction with customers an opportunity and, to do so, takes advantage of every contact opportunity.
Returns or abandoned cart emails are promotional opportunities for the company. On the other hand, it also uses personalized recommendations adapted to an event or season. In this way, they have managed to create an art of selling without necessarily selling.
Consequently, this is a way of getting sales with constant email marketing actions, but without being blunt.
Source: Nordstrom
5. TOMS
The shoe company TOMS makes use of a classic that never fails, the "they say about us." In this case, it applies to sending promotional emails.
The modus operandi is simple: a reference is taken and a positive opinion of a user is associated with it. The opinion is real, so that the recipient of the message becomes curious and the probability of conversion increases. In the end, what most recipients want is to have access to "real" information.
This is a practical example of how to sell through third-party referrals. In addition, in the emails, bet on putting the image in the center.
The fashion sector is one of the most involved in carrying out Email Marketing actions. And it is not surprising since, according to the IAB Ecommerce Study in 2021, fashion is the fourth sector in the ranking of most purchased categories this year; 56% of online item buyers buy these products. The entry indicates the main lessons from fashion brands that we have to learn with examples.
Post Content
The main lessons from fashion brands in Email Marketing
1. Zara
2. ASOS
3. Net-A-Porter
4. Nordstrom
5. TOMS
The main lessons from fashion brands in Email Marketing
Some leading brands serve as an example of what to do in Email Marketing. You can too if you have an Email Marketing solution. Take note of the following practical examples:
1. Zara
The flagship chain of the Inditex group carries out very effective email communication email list marketing actions. And this is important because, traditionally, the group has spent little on traditional advertising (billboards, press or television).
The best thing that can be said about Zara's emails is that they are easily recognizable and have a clean design, something that draws attention and attracts readers. As it could not be otherwise, the image is the main protagonist.
This example is useful to see how the email, without abusing the type, provides valuable information.
Source: Zara
2. ASOS
The fashion firm ASOS uses email communication to inform and, thus, attract customers. And it must be said that it is one of the companies that works most on this possibility.
The methods to achieve the objectives are various. Firstly, discounts, which in some cases reach 70%. The second option is to subscribe to a VIP list, which allows you to access discounts and offers first. Finally, it also uses the mention of Top brands as a lure.
As you can see in this example, the discount is combined first with the model you want to sell.
Source: ASOS
3. Net-A-Porter
Net-A-Porter has a marketing strategy focused on the long term. And, in this case, the Email Marketing actions are designed to generate value in various ways.
Although promotions and discounts are sent in the emails, the main difference is in the newsletter The Edit, whose fashion magazine format is interesting. Receiving a newsletter is not at odds with good taste or quality in layout. And this is what the firm has achieved, thus differentiating its brand identity.
These are practical images of how the company achieves an impact in its Email Marketing actions.
Source: Net-A-Porter
4. Nordstrom
Nordstrom makes its interaction with customers an opportunity and, to do so, takes advantage of every contact opportunity.
Returns or abandoned cart emails are promotional opportunities for the company. On the other hand, it also uses personalized recommendations adapted to an event or season. In this way, they have managed to create an art of selling without necessarily selling.
Consequently, this is a way of getting sales with constant email marketing actions, but without being blunt.
Source: Nordstrom
5. TOMS
The shoe company TOMS makes use of a classic that never fails, the "they say about us." In this case, it applies to sending promotional emails.
The modus operandi is simple: a reference is taken and a positive opinion of a user is associated with it. The opinion is real, so that the recipient of the message becomes curious and the probability of conversion increases. In the end, what most recipients want is to have access to "real" information.
This is a practical example of how to sell through third-party referrals. In addition, in the emails, bet on putting the image in the center.