Glossier: Optimize Your Email Marketing!
Email marketing is one of the most common yet powerful tools in digital marketing. According to the email marketing tool Mailchimp, email marketing uses email as a marketing tool to promote products and services and maintains customer loyalty. It can inform customers about new products, promotions, or services, and it can also be used to educate the audiences about the brand image or maintain their interest in the brand between purchases.
In the beauty industry, email marketing is even more important. Maintaining customer loyalty and sharing new information about the brand is important. To understand our competitors better, I chose Gloosier and signed up for their email updates.
Signing Up
Glossier’s email updates are at the bottom of their official website. To sign up, we have to scroll down to the bottom. However, when scrolling down, the page will load more products at the same time and the experience is awful. The UX of Glossier’s website needs to be optimized.
After Signing Up
After I sign up, I expected a welcome email, just like Fenty Beauty. However, there was no instant email after I sign up. About 10 minutes later, I finally received an email from Glossier. It did not welcome me but only asked me if I want a free lash slick (which requires a $50 order or more). I was shocked, even a little bit angry. From my perspective, I never wanted a lash stick, so it is strange that Glossier hypothesis that I do and offers me a free gift which is not free actually. Though the email also includes some of Glossier’s best sellers at the bottom, I believe that a normal customer will not tend to scroll down and check them out after seeing the lash stick.
A Few Days After Signing Up…
After signing up, Glossier sent me an email almost every day at the same time, around 4:40 pm. But the content is the same — want a free lash stick? This is so not clever to engage the customers. If a customer is not interested in the gift, Glossier could send some other products to find more opportunities to engage the customers. Also, coupons are more effective than gifts (which I don’t want) with a $50 order, at least for me.
How to Improve
Glossier definitely needs to improve its email marketing, from the UX to the content.
1.Signing Up: Glossier can move the email subscribe signing up box from the bottom to the side or to the top. This is the easiest way to solve the conflict with loading new products, and it is also easier to let customers notice.
2. Use welcome email: The welcome email is one of the most powerful ways to engage with customers, maintain customer loyalty, and build brand image. Glossier doesn’t have a welcome email, which is a great loss. Also, adding their social media accounts in the welcome email can be a great way to lead customers to their most competitive advantage compared with competitors — social media.
3. Optimize the email content: The emails that Glossier sent have the exact same content for the first three days. This will make audiences bored and lose attention and interest. Optimizing the content, offering coupons, and recommending more products are all ideal ways to optimize.
Learning from the disadvantages is also important for building our own brand promotions, and Fenty Beauty did much better than Glossier in this area. So I’m excited to learn more about Fenty Beauty in future projects.
