According to recent statistics, the vast majority of Americans work somewhere within the fashion industry. 79% of the American workforce is made up of those who work for fashion retailers, and this doesn’t even account for the fashion designers, clothing creators, and higher-level executives that make these jobs possible.
This means that if you’re a fashion retailer, especially one online, you have a lot of competition. Still, there’s nothing to stress about. If you use email marketing for eCommerce and are smart with these email campaigns, your business is sure to flourish and rise above all the competition.
But, you may be asking, how do you make your email campaign effective? What will draw consumers to your fashion brand over all the others they have to choose from? Luckily, we’re here to answer this question for you today. Read on to learn what content your email should have, see some effective email blast examples, and discuss how to get your emails to those who are most likely to buy from you!
Know the Basics of Fashion Email Marketing
Before you can begin your fashion email marketing campaign, it’s important that you understand the basics of what eCommerce marketing is and how this can apply to your brand. Read on to get an idea of these basic concepts and get started with marketing best practices.
What’s Email Marketing for eCommerce, Anyway?
Electronics Commerce, aka eCommerce, refers to any type of business transaction that relies on the transfer of information online. For a fashion business, this term likely refers to the online store through which you sell your fashion goods and interact with consumers. It’s one of the most crucial ways that companies conduct business in the modern age because it allows people to buy and sell goods across long distances, doing business with people who you wouldn’t otherwise be able to in person.
When you have an eCommerce site- one on which you sell clothing, jewelry, or cosmetics and ship them out to consumers around the US (or the world!), you’re going to need a good email marketing campaign. This will allow you to reach out to people who’ve shown interest in your site. You can then tell people about the benefits of your goods and get more customers to click on your online store.
How Does This Apply to Fashion Brands?
Email marketing applies more to fashion brands than a lot of other types of businesses. For one thing, fashion-savvy people tend to enjoy shopping online. There are tons of unique and exciting outfits to choose from when you shop on the internet rather than when you go to a store near you. Shopping online allows people to express their individuality and ensure that their style is different from other people in their area.
Furthermore, as with any business, fashion eCommerce brands need to get the word about their business out there. Because people generally spend at least three hours a day on their Smartphones, doing this marketing online is essential to brand success. Email is one of the best ways to target consumers because you can fit more information into an email than you can into other types of online advertisements.
What Should Be In Your Email?
Alright, so now you know what email marketing for eCommerce is and how it applies to your brand. It’s time to discuss what exactly should be in your fashion email marketing blasts and how they should be structured!
Personal and Friendly Tone
When putting text in your advertisements, you want to make sure that the words you say are colloquial and casual. People who feel as though there’s human-to-human interaction taking place within an email blast are more likely to empathize with you. This builds brand loyalty and a desire to shop on your eCommerce store because they’ll think about the people who design and sell clothing that’s effective for them. These consumers will think that perhaps the clothing will be good for them, too.
Speaking of human-to-human interaction, you might want to include some pictures of actual people wearing your brand within the body of your email. This will get potential customers thinking that they, too, will look great if they wear your brand. Since 65% of people are visual learners, incorporating images and graphics within your email blast is crucial. Photographs of models (and happy customers) are a great way to incorporate an image into your email.
Though photos of humans are great, they’re far from the only way to go. Whether you choose to incorporate an image of your latest styles or not (though why wouldn’t you?), you’re going to need to discuss your hottest products. This means that you want to put the focus on the items that follow 2020’s biggest fashion trends. When you do this, people will know that your brand is trendy and up-to-date.
Interesting Outfit Ideas
You can incorporate photos of people and fashions together into interesting outfit ideas. Show one of your trendiest dresses or shirts in being worn in conjunction with a matching clutch or necklace that you sell. This is an awesome way to get people excited about creating ensembles. More importantly, it’s a great way to market multiple items in one photograph and save money and email space while still getting the same result: more sales.
Deals and Coupons
Finally, it’s essential that you include deals and coupons in your email blast. People like to shop sale items, and you’re going to get a lot more business if people see that your products are on sale and flying off the shelves. It’s also a good idea to market items as on sale for a limited time because it creates urgency and encourages people to buy now as to not miss the deals.
Some Effective Apparel Email Examples
As we said before, visuals are important. That’s why you need to see examples of effective email marketing strategies to give you a fleshed-out idea of what your email blasts might look like. That’s why now that you know what makes an effective fashion email marketing blast, you’ll want to read on to see some exceptional examples from major retailers!
The Mystery of Forever 21
This Forever 21 ad is great because it prominently features the deals and coupons that you can use if you immediately go shop at their online store. This will draw the eyes of consumers because let’s face it- everyone’s always looking for a good deal. Not only that, but it makes use of a ‘mystery’ deal campaign to get people to click on the link within the email. This is a super clever way to direct people to your online shop, give them the deals they want, and allow them to have fun by indulging their sense of curiosity and love for mystery.
Another awesome thing this ad does is make use of soft color palettes that draw the eye. Because Forever 21’s target audience is primarily female (and, specifically, women who like to wear soft and youthful styles), this is a great marketing strategy since it allows the target audience to relate to and appreciate the ad’s aesthetic.
Express With Free People
While the Forever 21 ad also uses a person’s photograph as a primary focus of an email visual, this Free People ad builds on that by making her the focus of the email. The woman in this ad is glamorous and gorgeous, and this will appeal to the women who shop in the store because they’ll want to look like her. They’ll be likely to shop at the store in an attempt to emulate her style.
In addition, the ad explicitly states what dress she’s wearing in a prominent position next to her. This makes it easy for consumers to purchase this same dress and encourages them to click on the ad and check out the styles they have in the Free People online store.
Minimalism, Abercrombie Style
This Abercrombie and Fitch advertisement is awesome primarily because it understands that less is more. Minimalism is one of the biggest online marketing trends of 2020 because it allows you to put focus on your products without drawing attention to extraneous details. This ad does a good job of keeping your focus on the cologne and scented men’s beauty products that it’s trying to sell.
Abercrombie and Fitch’s primary customers are young men, so they also do an excellent job targeting these men by using earthy tones and geometric shapes. The ‘shop fierce’ button is also appealing because it’s simple and bold as well as being placed after the sale has already been spoken of.
If you like these ads, you’re going to want to hire an email marketing agency. These experts can help you put your own unique spin on effective emails like these. They can help you structure a visually appealing email blast and have a highly successful email marketing for eCommerce experience.
How Can You Target Consumers?
So now you know what sorts of things need to be included in your fashion email marketing blast. Great! It’s time to spread the word about your brand to those who will be most interested by targeting these emails to the right demographics. Read on to learn some ways to target your audience and maximize your eCommerce sales.
Email Newsletter Sign-Up
The best way to get your email marketing for eCommerce out to the right people is to send it to those who voluntarily join a mailing list. These people have already explicitly expressed interest in your future products and deals, so this is the low-hanging fruit. You can optimize your newsletter to include options related to people’s email subscriptions, too, so that they can manage their emails more easily.
Customers who have already purchased from your online store have also already expressed interest in your brand. You may get a lot of repeat customers if you automatically subscribe those who make a purchase from your store to your email list. This is an awesome way to reach out to your target audience and build brand loyalty with those who shop from you multiple times.
Of course, not everyone who clicks on your eCommerce site is going to buy something. This is normal and natural, but it’s also not the optimal outcome for you. There are a lot of reasons someone may not purchase from your webpage, including that this isn’t the right time for a sale or their paychecks haven’t come in yet. By putting those who click your page onto your email list automatically, you’ll remind them of the fashion items they saw and get them to come back and buy what they were looking at.
Targeted Search Results
You’re also going to want to get a service that shows ads to those who’ve searched for certain keywords in Google or other search engines. When people click on your search engine advertisements, you can give them an option to subscribe to your email list. This will draw in people who may not have heard of your brand but have been searching for goods similar to yours.
Marketing and fashion are alike in a lot of ways. They’re both highly personal and individualistic, require creativity, and need to be presented in a way that sells yourself (as an individual or as a brand) at a single glance. This is good news for the entrepreneurial fashionista like yourself, so why wait? Get started with creating an awesome e-marketing campaign!
Now that you know about the best email marketing for eCommerce practices, it’s time to start creating your perfect email marketing campaign. Head over to our page and contact us. Our knowledgeable professionals will give you all the information you need to know about structuring the perfect marketing email. We’ll also offer you efficient and affordable services that allow you to optimize who receives these emails to ensure that you get as many customers as possible.
Stay stylish and stay business-savvy!