There is no doubt that social media has become on the most potent forms of marketing for fashion brands in the past few years. Particularly taking into account the rise of influencers. You can now make sure that millions of people pay attention to your product simply by hiring one single person to take a photo or two in their bedroom with half-decent lighting.
Still, we need to remind ourselves that the emergence of new marketing methods does not necessarily equate to the old ones becoming obsolete. Hence, we are making a case for Email Marketing. Ah yes, the good old trusted email marketing. It became truly a revolutionary tool when it first came about, but it seems we have forgotten just how effective it can be. So here are a few reasons why if you have a fashion brand, you should make sure not to sleep on your email marketing strategy.
Source: Arnar Már Jónsson
Now, first and foremost, email marketing is one of the few ways in which you can directly address your consumers individually. Thanks to the advances in algorithms and email management tools such as MailChimp of SalesForce, it is a hell of a lot easier to not only carry our successful email marketing campaigns, but also keep track of how every email performs. Thus allowing you to adjust your strategy over time until you reach optimum course of action.
It goes without saying, but being able to have such a personalized contact with your customers, aids significantly in one of the most important factors nowadays for fashion brands: Creating a community. As we’ve previously mentioned, audiences nowadays do not have enough with buying something nice. They don’t buy clothes anymore purely because they like the looks of it. Customers are drawn to products that will make them feel like they are a part of something. With streetwear, it boils down to making the wearer feel like they are part of an urban tribe. Email marketing allows you to engage with your audience on a much more personal level, and make brand ambassadors out of a purchase.
Offer On Point, Relevant, Value Content
With email marketing you can offer your subscribers content that they will actually value. When used properly, you can collect information on your audience’s preferences, and segment your email campaigns so that your subscribers only receive what they are actually interested in. This ties in with….
Tracking people’s purchase history linked to their email account is one of the most important things to do as a fashion brand. This gives you the unique opportunity of recommending your customer products that align with their previous purchases and/or areas of interest. By pinpointing what a customer likes, you will obviously be more successful in selling them a product.
Who doesn’t love window-shopping? We’ve done it our entire lives. Walk past countess shops, look at things we might like. Who hasn’t thought “Ah, I’ll come by next week and get it”, only to completely forget, never to be thought about again? What can we call that besides a lost opportunity? Well, no more. Sending reminders to customers who left things in the shopping cart but haven’t quite decided to purchase juuuust yet is one of the best ways to boost sales among current customers.
So there you have it guys. Not only is email marketing not dead yet, it is still very much a reigning tool for a fashion E-Commerce.