12 Email Automations for Fashion Ecommerce Success in 2023
Fashion brands often try to grab the attention of their customers by using social media platforms, like Instagram and Facebook. They tend to forget about the power of email marketing as a strategy to establish direct communication with the customers and effectively provide your customers with value whilst helping to foster a deeper connection and ultimately provide them with the right products for their needs. Emails can be sent to create brand awareness and share information about latest fashion trends. If you are about to start your fashion business we ask you to take full advantage of email marketing.
Domain8 Digital is a Retention Marketing Firm. Our passion for a plethora of fashion brands has motivated us write a guide to grow your business in this field. We develop this type of content to help the beginners. You can also download our cheat sheet for further strategies for online success.
Image: Email Marketing
Domain8 Digital team has studied different email marketing campaigns of fashion brands which use email marketing like a pro. You can consider them as your competitor and study their marketing strategies to reach the potential customers. We have mentioned a few examples in this write up so that you can understand how the fashion brands like H&M, J Crew and Gap work to pursue their clients. In this article from the experts of Domain8 Digital we are sharing 12 email marketing strategies that you can employ effortlessly.
Email Marketing Strategies
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Emphasis on your Unique Values
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Running a Loyalty Program
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Send Post Purchase Emails
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Develop high quality content emails
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Reach out to customers on their holidays
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Send them Useful Product Recommendations
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Integration of a variety of platforms
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Abandoned cart emails
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Inform Customers about New Products
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Use Emails to Promote and Limited Offers Sales
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Segmentation of Emails
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Revitalizing campaigns
We will learn about the email marketing strategies in detail so that you can gain more confidence while using them.
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Emphasis on your Unique Values
Emails can be a very effective means not only to sell products but also to covey your story to others. What has inspired you to get started and what kind of services and products may make you stand out from your competitions are some of the ideas that you can add to your emails.
Highlighting your values will get you loyal clients.
The American fashion brand Reformation is considered to be a sustainable brand because it promotes making dresses from low-impact materials. Usually, by highlighting your values you are making it clear to customers that you are doing more than selling products.
It helps them establish a sense of trust before making a purchase.
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Running a Loyalty Program
When a customer gets discounts or other incentives, they become eager to make repeat purchases. Loyalty programs are targeted for those who buy from you frequently. It’s a way to grant them a kind of incentive for purchasing from your fashion brand rather than choosing your competitors.
Domain8 Digital also suggests running contests in social media to get loyal customers.
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Send Post Purchase Emails
You will be surprised to learn that renowned brand, like the Banana Republic is giving 20% off at the first purchase of the customer. This information is available in their website.
Through emails Banana Republic can promote this campaign for their first customers. Again, if it’s a first purchase of a customer you can send a mail thanking him and inviting him to visit your website or shop again. But you can easily go beyond such mails and add a twist.
Ask to follow social media
Also, ask him to follow your social media platforms as well. Sharing details about the loyalty program also can ensure the next purchase.
Include basic information about your fashion brand
But this type of post purchase email should include some key information about your brand. Sending such personalized emails can make the customer feel pleased with your service.
Share product’s tracking information
A post purchase email can be a mail where product’s tracking information is updated.
Ask for a review about the product
After a few days you can ask for a review of the product as well. Moreover, you can ask them how you can improvise your service and products.
Run Polls and Surveys
Another strategy suggested by the team of Domain8 Digital is to run polls and surveys to understand the consumers’ needs. You can also make them interactive to learn about their preferences.
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Develop high quality content emails
One of the ways to build trust for your fashion brands is to develop and share high quality content. It is a common belief among many that only clear and bold pictures with catchy captions can take you to reach new heights as a fashion brand. If you are using email automation tools you can upload images from free image library.
However, there can be different kinds of content that you can create to attract your target audience. Style guides and information about the fashion trends are common. It will convince the potential customer to buy from you. For example, H&M sparks the curiosity of the customers by sharing engaging contents like GCA 2022: 5 innovations changing fashion, a comprehensive guide to dress code, how to wear a sweater, vest, etc.
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Reach Out to Customers on their Holidays
Image: Gap’s Campaign for Holidays
The Image is from Gap’s website. If you visit the site in the current month you will find how they are trying to promote clothing for Christmas. It’s natural, and most of the fashion brands will do the same.
In Gap’s website we also find the option for EGift Cards for Christmas as well.
Usually, fashion is season sensitive. There are new products for every season. For example in winter you can send customers mails to check out new collection of coats, overcoats, blazers, sweaters, etc. In the same manner, in summer you can promote more summer friendly dresses.
At the time when we are writing this article almost all the Fashion brands are running their Black Friday Campaign or Campaign for the World Cup Football.
If you are an email subscriber of multiple brands you can get emails of such discounts and make comparison. Black Friday, Christmas, New Year, etc. are best options to increase your sales. Similar types of campaigns are carried out on Father’s day, Mother’s Day, Labor Day and Boxing Day etc.
Image: J.CREW’s Black Friday Campaign
Running campaigns focusing on holidays is a proven technique that works effectively. You can send a series of emails to get the best results. In our ebook you can get ideas about creating different kinds of campaigns.
Read here for details
https://domin8.digital/pages/fashion-merchant-digital-success-cheat-sheet-1
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Send them Useful Product Recommendations
Based on your interactions with the customers, emails can be scheduled according to their preferences, choices and responses. When they get regular emails they will be able to recall your brand easily. You can analyze their past purchase habits and history to pursue them to buy more products. This is one of the biggest advantages of using automated emails. You can send an email to the right customer at the right time.
It can be accessories to go with their dress or shirt or shoe. Again, product recommendations can be made to buy similar products. However, it’s recommended not to send generic emails.
Instead you should create personalized ones so that the customers may feel valued. You can address the need of the customers effectively through emails. Even you can track their wish list that you can inform them when you restock their desired products.
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Integration of a variety of platforms
In your email, it is possible to integrate Facebook advertisements.
If you are a user of Shoptify, you can also take the advantage of integrating it with your email.
There are free emails marketing templates available for your use.
Learn from our ebook https://domin8.digital/pages/fashion-merchant-digital-success-cheat-sheet-1 about how you can use an email template effectively.
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Abandoned cart emails
At times customers add items in the cart but forget about them. In this scenario an email can be sent to remind them that they have abandoned their carts. But, customers can abandon a cart for a variety of reasons.
For instance, they may face unexpected conditions or high shipping charges or maybe both at checkout.
They might not want to create an account in your website to buy something. In this scenario you should explain the benefits of having an account with your fashion brand and how to open it without any difficulty. Moreover, you can devise a special offer for signing up.
You have got limited payment options available.
Moreover, they can browse for a better price of the product elsewhere.
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Inform Customers about New Products
Emails can be a good way to advertise for your products. Since a fewer number of people now watch TV commercials and spend more time online, it’s better to promote your brand through email marketing to both potential and existing customers.
If you register for the subscription of the emails you will be the first one to get the emails regarding the new products, discounts or events.
Through email atomization these important updates can be shared with thousands of customers at a time individually.
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Use Emails to Promote and Limited Offers Sales
A large number of emails will be dedicated to the promotion of your products. For your customers, you can give away a few items for free. Again giving them coupons can be a good alternative.
However, automate such promotional emails because if you send them daily it will pile up in customer’s spam account. It’s better to make relevant and purposeful content for the email recipients and set a schedule.
An offer, for example, can be 15% off for shopping 3 items. You will also share the code, like shop 15 in the email.
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Segmentation of Emails
Email segmentation plays a vital role in making email campaigns successful. In your email, there might be combination of young and old people. You should categorize your emails according to age. As a result it will reach the right people and increase your chances of sale.
If you are still using the traditional media it’s impossible to track whether the message has reached the desired target audience or not. On the other hand, by running email marketing campaign you can also track how your recipients are responding to each mail.
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Revitalizing campaigns Sometimes customers completely forget about your brand. At that time you have to run campaigns to win them back. This sort of campaign is also known as Revitalizing Campaigns. Such emails should be engaging and explain clearly why they should choose your brand over others.
Domain8 Digital also comes up with a few general guidelines to write your emails.
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Your email should have clear subject line.
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Second, before you send the email please check and revise for any grammatical errors and typos.
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Again another impotent tip would be to develop an effective Call-to-Action so that the customers do not get confused by them.
5 Email Marketing Tools
After reading about the email strategies you may feel overwhelmed. However, you can take the help of different email marketing tools and get loads of work done in minutes. These kinds email marketing tools are operated automatically. So by using them you can generate catchy emails and send them to unlimited number of email subscribers. The email marketing tools are
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Mail Chimp
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Constant Contact
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Drip
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Moosend
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HubSpot
As an email marketer, we believe that you have to design emails that covey the values of your fashion brand clearly. It will help your buyer to recall your brand. Your unique values, products and services can capture the heart of your customer easily.
The emails should represent these in a subtle and beautiful way. The audience will show genuine interest in your products and learn more about your brands.
Looking for assistance developing an email/sms program for your brand? Trying to retain more of your customer base in order to increase your revenue and profitability? Let’s help you achieve that goal. Book a free 30 minute consultation with us today and let us help you reach your goals.