Learn From the Best — How Birchbox, Bellami Hair and Sephora Win with Email Marketing
Email marketing remains the workhorse of eCommerce marketing, and small gains above industry benchmarks can lead to big increases in traffic, conversions, and profitability. Today we take a look at three companies — Birchbox, Bellami Hair and Sephora — that win at email marketing to see what lessons we can learn.
Beauty product subscription service Birchbox gets it right with their emails. Their “So Nice to Meet You” email is a good example. Its headlines are clear and concise about what Birchbox wants the recipient to sign up for. The fun color scheme and cheery, informative text make the recipient feel wanted and important rather than just the target of another random email pitch.
Another Birchbox example, “We Forgot Something in Your February Box!”, is also a favorite of ours. The subject line really catches a subscriber’s attention. Of course, the cool thing is that they actually didn’t forget anything; they just wanted to give the customer more by showcasing their partnership with Rent the Runway. They include a clear offer code with just the right amount of copy to keep the customer engaged. Very clever.
There aren’t many products that are more personal than hair extensions. Bellami understands this and so they go out of their way to try to personalize their messaging. In their email newsletters they showcase many striking and different GIF’s of different women with different hairstyles, giving their shoppers the chance to imagine themselves with the different looks Bellami products offer them.
Bellami also understands how to bundle promotions together to create a seamless transition to other products that they know customers will love. They show the value of all the items together, with a clear code, a clear call-to-action, and a clear discount. The imagery is clean and to the point, and shows exactly what the customer will get when purchasing the bundle.
Sephora got great results by running a contest to win a trip to Paris. Customers love to enter contests for a chance to win something big. In this case, the images are aligned with the campaign while the call-to-action is clearly stated. Sephora also uses the email as an opportunity to showcase one of their products below the contest offer as a little teaser that customers may enjoy.
Source: Campaign Monitor
This second Sephora email promotes the company’s rewards program. This is an important email because it squarely targets Sephora’s most important customers — young, female, loyal, repeat customers. Everything about this email speaks directly to the customer. It clearly states the terms of the rewards system — that the shopper will receive points after every purchase that she can use to redeem for free product samples — and the call-to-action couldn’t be clearer. This email makes the target customer feel special and a part of the Sephora club.
Now That You’re Ready to Create a Great Email, Who are You Going to Send it to?
Now that you have seen those successful campaigns and are ready to create yours, ask yourself the following questions. Am I sending this email to the right people? How detailed and accurate is my shopper information. How finely can I segment my shopper lists so that I can exceed industry benchmarks?
Do you know the answers to these questions?
At the end of the day, in order to achieve high open and click through rates, your emails must be relevant to their recipients. To do that, you need to build more advanced and hyper-targeted segments. A perfect example is Bellami Hair, who increased conversions by segmenting their audience based on their shoppers’ demographic and psychographic information — what products they shared, saved, set price alerts on, or commented on.