Email Marketing Tips for Fashion Retailers: Lessons from the Pros


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You’ll have no doubt noticed that it’s getting closer and closer to Christmas now, in fact there’s less than two weeks to go until the big day. This means the marketing campaigns of many fashion retailers are now in full festive swing. For many fashion brands, email marketing will play a key part in communicating their Christmas offering this year, allowing brands to send unique marketing messages to loyal customers, one-off purchasers and new prospects.

Email marketing, when done properly, is the most successful form of marketing for fashion and retail brands. It is also extremely cost effective. The fashion sector enjoys some of the highest email marketing engagement rates of any industry, with open rates averaging 22.2 percent, and click through rates of 2.65 percent in 2015.

But why is email marketing so successful in this sector?

  • It has unbeatable reach – 91 percent of consumers use email at least once a day
  • It’s fast – Messages can be sent direct to the consumer from the marketer in seconds
  • It’s affordable – Email marketing is the best performing digital channel for return on investment
  • It’s personal – You can send tailored messages to different customer groups and even use the recipient’s first name
  • It’s trackable – You can see who opened the emails, who clicked through to your campaign and where they navigated from there

Clearly, email marketing has a lot to offer fashion retailers, so let’s see if we can give you a few tips by looking at how some of the leading brands are using email marketing techniques to target prospective customers this year…

1. ASOS

ASOS’s Christmas emails have been designed to target and engage what is a relatively young user base. As well as promoting continuing sales, ASOS is also using its gift guides as an incentive to get its users to click. ASOS also advertises products that suit a range of budgets in an attempt to engage as many readers as it can.

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2. H&M

H&M takes a different approach by focusing on the concept of ‘Christmas Jumper Day’ to entice users to shop, rather than focusing on gift ideas. As well as promoting one of its core Christmas products, it also aims to build excitement and direct customers to other product lines with helpful ‘style it with’ suggestions. However, there is always an element of risk with seasonal messaging of this type and H&M could alienate those recipients who are not Christmas jumper wearers.

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3. Debenhams

Debenhams seems to be leaving its Christmas messaging late this year by continuing to focus on money-off discounts rather than any specific Christmas products. While the offer of 15 percent off gifts may be attractive to some, the lack of Christmas messaging could put off customers who have become tired of the sales. The use of the brand names in the gridlock system at the bottom of the second email also gives customers little idea about which products the discounts actually apply to.

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4. John Lewis

John Lewis has perhaps the least Christmassy emails in terms of their design that we have seen so far. There’s no real Christmas sparkle and certainly no mention of Christmas jumpers. However, for a brand like John Lewis, an understated, traditional approach is not necessarily a bad thing. Instead of Christmas messaging, John Lewis focuses on its reputation for quality, which is the unique selling point the brand is best known for.

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And there you have it, our analysis of this year’s email marketing campaigns from the leading brands to given you some ideas for your next, or possibly even your first, email marketing effort of your own.

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