Lancôme’s email marketing experience
As digital marketing strategies evolve, a question that keeps coming up is, “Is email marketing still important?” The short answer? Yes! Email marketing is one of the most effective forms of digital marketing and it will still be as important in 2023 as it has been in the past.
Know your enemy and know yourself ― Sun Tzu, The Art of War
I think exploring Lancôme will give me a better understanding of Estée Lauder.
Registration Process
When I opened Lancôme’s website to sign up for an account, it didn’t have pop-up ads to entice me to sign up. I needed to click on a small icon at the top right corner of the interface to register. Not only the registration page but also the registration process is cumbersome. Lancôme displays both the login section and the registration section on one webpage. Also during the registration process after I entered my email and password, I needed to enter them again to confirm. In my opinion, this step is not necessary. The good thing is that the phone number and push email are not mandatory and if customers sign up for SMS alerts, they can get a 20% discount. I think Lancôme should simplify the signup process as well as add pop-up ads on the homepage showing new user offers to attract potential customers.
Welcome email
Following my registration, I got two emails: one informing me that I had won $100 in shopping credits for my new account, and the other announcing my membership in Lancôme Rewards Rose Gold. I discovered that I already had 110 shopping credits (100 credits for new users plus an additional 10 credits for entering my birthday) when I received the Lancôme Rewards email. The company offers three membership tiers, as a Rose Gold member, I enjoy the following benefits: 10 points for every dollar spent, free delivery on orders over $49, and a special birthday discount from Lancôme. Lastly, there are more methods to earn points. I must admit that the point system and membership tiers offered by Lancôme have caught my attention. I learned that when a customer spends 2,000 points and 6,500 points they automatically become a Gold and Platinum member and can enjoy free shipping and 2-day arrival on any order. Members who place an order on their birthday receive a 20% discount and 100 bonus points, as well as anniversary gifts and sneak peeks at sales and releases. Lancôme’s skincare products are usually in the $100-$200 range, meaning customers can upgrade to a Gold level membership by buying one or two skincare products, which is extremely easy in my opinion. Also on the points page, there are 7 rewards ranging from 3,500 points to 27,000 points. Customers can accumulate points by doing tasks as well as purchasing products, and it’s important to note that points expire one year from the date of earning.
Email Frequency
I received two emails from Lancôme a week after signing up for their newsletters. One was a sales pitch for a brand-new product, and the other was a pop quiz designed to help people choose the best items. I believe that personalizing a pop quiz to entice customers doesn’t turn them off. Rather, it piques their curiosity in the offering. Two emails a week is a reasonable amount, and it helps direct clients toward product consumption without making them feel uneasy about receiving emails from Lancôme.
In general, I believe Lancôme has effectively employed email best practices in its email marketing campaigns to draw in more prospective clients. Pop-up advertisements and an enhanced sign-up page would significantly enhance consumers’ initial impressions of Lancôme. Additionally, the pop quiz pushes and the frequency of two emails per week would pique clients’ curiosity without offending them. Lancôme should therefore address these drawbacks in order to strengthen its email marketing strategy.
