Case study: Fashion — Part 1We thought it was about time we delved into specific industries to investigate best practices for email marketing and learn why it’s so important for them. First up is the fashion industry (think less Gok Wan and more clothes retail), where we divulge the tricks of the trade in a two part series.

1. Put yourself in their shoes …

… to get them to put themselves in yours! Know your audience — their gender, where they live, what they like, their past buying behaviour — heck, even their rabbit’s name if you think it will help. There’s nothing like a personalised birthday voucher or an acknowledgment that they haven’t brought from you recently, coinciding (by chance!) with the launch of the latest season, which can all be achieved through successful segmentation. As Digital Marketing Executive at Extreme Creations PR, James Munro, says: “Personalisation is absolutely imperative. If you know your customer has a particular fondness for certain designers then you should be informing them whenever you have new items from their range in stock. Not only this, but informing them of any news to do with these designers such as any upcoming shows will be well received and help you build better relationships with your customers.”

2. Organise an offers calendar

Your industry is one of the best-received when it comes to deals so make sure you utilise this by being organised and thinking ahead. At quarterly intervals, write down the dates of any new products or collections that are being launched, as well as integral dates for the diary, such as Christmas, so you can plan specific offer-campaigns around them. A word of caution, however; make sure you prioritise quality over quantity — it is far better to send less offers with greater value than more offers which are worthless. “We all love offers”, says James, “and if the leather jacket you’ve had your eye for the past few months on but cannot justify the price has suddenly been reduced by 15% you want to be the first to know. House of Fraser send out emails in advance letting you know that from midnight on the 15th they’ll be offering up to 40% on certain lines for one day only. This helps the customer feel like they’re ahead of the game and adds scarcity to the equation and can increase the likelihood that they’ll make a purchase from the fear of missing out.”

3. Set up friendly reminders for abandoned shopping baskets

Let’s be briefs: An estimated 67% of people abandon their shopping baskets, so this is a simple yet extremely effective campaign for your industry. Send out a gentle nudge to those who have not yet completed the purchase they started soon after they have left to encourage them to come back — no more than a couple of hours is recommended. Feel free to follow this up a day or so later, if they still have not returned, but only if there’s something you can offer them that may win them over — such as free shipping or positive reviews. Many people abandon their shopping baskets in the first place because they get a nasty surprise when they see the shipping costs, so try to keep these as low as possible and be upfront about them from the start to try to avoid this.

4. Send other reminders, too

Don’t just stop at an abandoned shopping basket; get the gloves off and give your customers the option to be reminded about other things, too, such as a specific offer you’re currently promoting. Getting them to ask for this will significantly increase the chances that they will come back, as opposed to just sending to everyone in your list.

5. Offer a welcome discount

Having said that, a 10% offer off your first purchase or free delivery is sure to keep the fashion hungry licking their lips and on your coat-tails, which is sure to boost new custom — especially if valid for seven days. It’s a great way to start the relationship because who doesn’t like an excuse to buy new clothes?

6. Thank customers for first purchase

Everyone likes an acknowledgement — especially when they’ve parted with money — so remember your please and thank yous to stay on top and increase their chances of buying from you again.

7. Avoid sending image-only emails

Unless you’re a big brand name that speaks for itself, do not send out an email that’s just one large image with the option to click through for more images and information, because if you’re a start-up or SME people will not interact — not to mention the fact that it could trigger your spam filters. Use email to sell your brand as well as your clothes — giving an overall picture.