Kiehl’s Email Experience: A Comprehensive Review
For over a century, Kiehl’s has been a trusted name in skincare. Renowned for its high-quality products, the brand has managed to resonate with generations of users. In the digital age, where communication with customers is paramount, I was curious about how Kiehl’s utilizes email to engage its clientele.
Was it easy to sign up?
Signing up for Kiehl’s email updates was seamless. Their website prominently features a section for users to input their email address. The process is straightforward — a single field to fill and a submit button. No fuss, no unnecessary steps.
What happened after I signed up?
After hitting the “submit” button, I received an immediate on-screen acknowledgment, assuring me that my subscription was successful. This instantaneous feedback is crucial for the user experience; it assures subscribers that their action has been registered.
The Welcome Email
Within minutes of signing up, I received a welcome email from Kiehl’s. Here’s what I noticed:
- Personalization: The email addressed me by my first name, creating a more intimate connection right off the bat.
- Imagery: High-resolution images of their products with concise descriptions, giving a brief insight into what Kiehl’s offers.
- Discount Code: As a token of appreciation for signing up, they provided a discount code for my first purchase. This not only encourages a purchase but also feels rewarding.
- Call to Action: Each section of the email had clear and concise Call to Action, guiding me on the next steps, whether it was to shop, learn more about a product, or explore their skincare tips.
Frequency of Emails
In the first week, I received three emails — an introduction to their range, a promotion, and a skincare tip. It seems they have a balanced approach; not too aggressive, ensuring subscribers aren’t overwhelmed, but frequent enough to keep the brand top-of-mind.
Are they using email best practices?
Kiehl’s seems to be following email best practices:
- Mobile Optimization: The emails are responsive and look great on both desktop and mobile devices.
- Unsubscribe Option: At the bottom of every email, there’s a clear option to unsubscribe, ensuring users always feel in control of the content they receive.
- Segmentation: Over time, the emails I received seemed to be tailored to my interests (based on my clicks). This suggests Kiehl’s may be segmenting their email lists to deliver more relevant content.
Opinion on Their Email Use
Kiehl’s email strategy is commendable. They understand the importance of personalization, engaging content, and not overwhelming their subscribers. Their approach fosters a sense of trust and establishes a two-way communication channel between the brand and the customer.
Their emails serve multiple purposes — introducing new products, educating users on skincare, and sharing promotions. This variety ensures that the content is not monotonous and resonates with a broad spectrum of subscribers.
In Conclusion
In the vast world of digital marketing, Kiehl’s email strategy stands out. Their commitment to maintaining a meaningful connection with their customers is evident in their carefully crafted emails. For brands looking to up their email game, Kiehl’s offers a masterclass in engagement and personalization.
