Decoding the Inbox: Serena & Lily’s Email Strategy

Hello Muses, It’s Email Time!

I am back with a vengeance, muses! You all know how much I adore exploring the captivating world of digital marketing. But if there’s one marketing method that grinds my gears, it’s email marketing. Seriously, my inbox feels like it’s on the verge of exploding with all these promotional emails, making it a quest to find the ones that matter. Yet, as much as I’d like to ignore it, the facts don’t care about my feelings and the wise April Mullen once said, “any time digital interactions take place, email is often the orchestrator/byproduct of the experience.”

So, Why Even Bother with Email?

• Full Control: The email space is all ours, from the content to our customer email lists. No pesky algorithms to deal with (for now)!
• Data Galore: With consistent A/B testing and handy metrics like open rates and click-through rates, we can tailor content to perfection.
• Give the People What They Want: According to a Mitto study, for real-time interactions or swift queries, our millennial/gen Z pals actually prefer emails. Who would’ve thought?

Serena and Lily Email Odyssey
Remember last week when I mentioned Serena and Lily? Well, their ads have become my shadow on Instagram, and I’ve even seen some job postings. (Dear HR at Serena and Lily, hit me up) So, I thought, why not delve deeper into their email marketing approach?

• The Sign-Up Experience: I became a VIP in seconds. Their mobile site had me greeted with a VIP list pop-up quicker than I could blink.
• The Welcoming Committee: A welcome email landed on the same day, giving me a grand 15% off on my first buy. Clean, aesthetic, airy, and totally on-brand. Everything about the layout screamed class. The motive was clear — to lure me into shopping with a bold “SHOP NOW” button. The cherry on top? A humongous preference box at the email’s tail, allowing me to choose my content. Plus, they’ve got their social media links all lined up. But, a teeny gripe: the subject line could’ve been more welcoming, something more than just “VIP Perks + 15% off”.

• Email Avalanche: An email a day keeps my peace away! Getting daily emails feels a tad much, especially when you’re selling furniture — not candy. However, they have nailed the content formula — aesthetic visuals, catchy headlines, and strong CTAs mostly emphasizing VIP sales perks.

Where Can Serena and Lily Level Up?

• The All-Important Subject Line: As per the Email Marketing Benchmark Report by Validity, catching the audience’s eye (in their inbox) is harder than ever and I believe it begins with a catchy subject line.
• Add the Personal Touch: Addressing me by my name isn’t a lot to ask, is it? It’s all about making your customers feel seen and cherished.
• Customer Engagement is Key: Their social media links are sneakily tucked away at the email’s bottom. Maybe nudging customers to their vibrant Instagram might forge a stronger bond.
• Smart Retargeting: Generic discounts are passé. Imagine getting a slashed price on something you were drooling over? Now, that’s a game-changer.

To wrap it up, while Serena and Lily are doing a pretty good job with their emails, there’s always room for more brilliance. So, dear muses, stay informed, stay entertained, and until next time, keep those inboxes clean!