Email marketing is one of the best ways for beauty and lifestyle brands to speak directly to their fan base. It can build loyalty, create engagement, launch new products and promote specials. I've been involved with quite a bit of email marketing for beauty and lifestyle brands so I put together this quick guide of FAQs. If you have a question that's not answered here, please feel free to contact me!
What are examples of marketing emails?
Launch Emails: Introduce customer base to new offerings.
Sales & Promotions: This is one of the more popular things to do with email marketing but only doing sales and promotion emails tends to devalue your brand and misses a real opportunity to connect with customers.
Show novel ways to combine and use your products (ex: mixing serum with foundation)
Create seasonal content related to user needs (ex: combat winter dryness)
Peek behind the scenes is fun and creates loyalty. (ex: Staff Favorites)
Reward subscribers (ex. early access to launch of new products)
Create activities around products (ex. day spa at home)
Focus on one specific product and do a deep dive into its benefits
What are transactional emails?
Transactional emails are triggered emails by a customer’s behavior. These offer a great ROI but typically do require some help from a developer to implement. Examples include:
Abandoned Cart (remind customer of items left in the cart without purchasing)
Reminders to review recently purchased products
We miss you emails targeting previously loyal customers who have slipped away
Sign-up confirmation email
Reward new subscribers with a discount code or special promotion
Targeting purchasers of specific products with follow-up offers
What’s A/B Testing?
A/B testing is basically sending two messages to your list and seeing what performs better. To get an accurate result, you need to target one specific variable, for instance your headline, text color or call to action on your button. Then you send out two versions of the email and analyze which performed better in terms of open rate, click-through rate, and conversion at the website.
Most email campaign programs such as Campaign Monitor, MailChimp and Active Campaign have built in testing which makes this quite easy to set-up so I encourage you to give it a try!
How do I extend the campaign beyond email?
A popular tactic is to create campaigns that span the homepage of the website, email blasts and social media. The great part is once you have one set of graphics designed and approved, it’s easy and quick to roll that into alternative sizes. It creates consistency across the brand channels while also refreshing the old graphics.
Can you help me with the design?
We thought you’d never ask! We can work with you on email marketing in a few ways:
1. Brainstorming ideas and working with you to build a email marketing calendar
2. Designing templates for an in-house designer to follow
3. Designing individual email campaigns
4. Coding and testing