Email Marketing: How Fashion Brands Can Send Up-to-Date Emails At All Times
Bring your emails to life
Have you ever feel frustrated because you spent tons of time editing an email campaign and once it was sent, you realized some of your content was already irrelevant? You’re not the only one. Historically, emails used to feature frozen content so once you had sent your campaign, there was no way back, editing your message was just impossible.
Not anymore.
Now you can adapt your email’s content to any data in real-time: your e-commerce website, your CRM, an API, you name it. Modifying your email’s message after it has been sent allow you to always push relevant and up-to-date offers to your recipients. No matter when they open your email, they will always see a fresh content.
Your website
Harmonizing the experience on your website and on your emails can be tricky. How to make sure the clothes displayed on your emails are always available when recipients can open your emails days after you send them, or go back to an email days or weeks later?
With live content technology, you can synchronize your website and your emails content. Let’s say you want to insert your website’s 4 latest products on your welcome email. As welcome emails are sent all the times and you constantly have new items on your site, how can you make sure to always display the newest products?
Live content technology empower you to do so. It’s kind of like taking a screenshot of those 4 latest products on your site, inserting it into your email and, at each open of this email, a new screenshot will be taken to update those 4 clothing items. So your welcome email will always show a fresh and up-to-date content to each new subscriber.
Your social networks
If you are a fashion brand, it’s most likely you are on Instagram. Do you display an Instagram button in your emails? Of course, just next to your Twitter and Facebook ones, right? Now what about images? Only 14% of emails include Instagram pictures because brands find it complicated to incorporate social feeds into emails.
Instagram content is really inspirational though. A retailer actually generated a 7X lift in on-site engagement after featuring images from Instagram within one of its email (source: Curalate). You can do so with live content technology, all you have to do is capture the Instagram images you want to display on your email and it will be updated at each open.
Not only can you show more pictures of your products, but you can also share your clients photos to leverage user-generated content and increase loyalty. This allows your recipients to see your clothes in context, worn by someone, so they can picture themselves also wearing it.
Your products stocks
Imagine you are featuring a coat in one of your newsletters and it sells so well that it is out-of-stock only a couple hours after you sent your email.
It’s great you sold so many coats, but what about recipients who haven’t opened your email yet? They will see the very same content and chances are they will be disappointed when clicking on the coat and discovering it’s actually not available anymore.
Real-time personalization technology empower you to adapt your emails content to your stocks. So recipients opening your email once your coat is sold out won’t see it, it will automagically be replaced by another product that you have in stock.
Want to learn more?
Download our ebook and discover 8 use cases of real-time email personalization for e-commerce sites [FR].
