How is Prada’s Email Marketing?
In the age of digital media, when thinking of marketing, the first thing that comes through people’s minds is social media marketing such as Instagram, TikTok, etc. However, email marketing never dies, and it is still a powerful tool to reach customers.
As we all know, luxury brands always carefully implement marketing strategies to promote the latest product line or branding campaign, as they are afraid that those would disparage brand value.
So how do luxury brands, such as Prada, utilize email marketing to launch promoting campaigns?
Is it easy to register?
When you click Prada’s website, it will not automatically pop up pages to notify you to create an account. You have to find the corner of the landing page, there is a humanoid icon, and click it, then you can register or log in.
From the perspective of users, the process of registering or logging is not so easy to complete, as the humanoid sign hides in the corner and it is not apparent for people to notice.
After clicking the button “Create an account”, only need a few register information, such as birthday, sex, email address, or mobile phone number, and it asks you whether you agree on sharing personal information for statistical analysis or marketing, then the whole process is completed.
What happened after registering?
After registering, you will receive a welcome email.
First, it shows gratefulness about registering, and then it tells you what benefits of a personal account. For example, you can enjoy creating your own wish list, using your address book to get the nearest Prada products, and receiving assistance from client service.
Someone may be curious about the frequency of the email sent, the data from the website shows that Prada sends 1.91 emails per week, compared with last year, it has reduced by 5 percent.
More information about Prada email marketing
However, I have looked through more information about Prada email marketing.
The latest email was about Prada Linea Rossa SS23.
As for the promotion rate( which indicates how often emails include a promotion), the average promotion rate for Prada is 0%, which means that it seldom promotes through email media.
Prada has a solid email marketing strategy as their Average Spam Score is very good since it’s -3.3. A Spam Score indicates the possibility of being considered spam. When the score is above 0, you will be likely to be categorized as spam, below 0, you are great. And the ones below -2 it’s a great score, one you want to keep.
In summary, Prada actually did quite well in email marketing. However, considering the low frequency of the email sent and low average promotion rate, some people may ask that even though it has a great score on Spam score, is it possible to reach email marketing goals with such low indexes on frequency and promotion rate?
From my point of view, it is sending an email at a low frequency to help achieve such a good Spam grade, as people might block the sender when sending emails too often. Even though Prada sends fewer emails compared with other brands, they still show caring attitudes to all customers and reach them, while not depreciating the brand value, and the hard-finding process of registering, low promotion rate, and great spam score all reflect the luxury positions of Prada.
