Lily and Georgia: Email Marketing in Line with Brand Positioning
Hi guys, here is Huating’s marketing channel.
Last blog I shared with you a digital campaign from Lily and Georgia. Today I want to share its email marketing.
Sign in & Create Account
When you open the Lily and Georgia website, there are no pop-up things. There are a couple of ways to get the user’s email address:
- Click on “Sign in” or “Create Account” in the upper right corner.
- After selecting the product they want to buy, users will be asked to enter their email addresses on the “view bag” page and can choose whether to subscribe or not. They can also click “Sign in” to jump to the Sign in & Create Account page.
On the Sign in & Create Account page, users need to enter their name, email address, birthday, and password to create an account, which is a little bit complicated. After successfully creating an account, the page jumps to “My Account”, as shown in the picture below. I got 100 points, and there was a prominent “shop now”. The user gets a sense of acquirement as soon as they log in. Compared to other brands that give coupons, these 100 points don’t seem very valuable. clicking on “shop now” takes the user to the “bestsellers” page. The bestsellers page is used to attract new users and give them a quick overview of the brand’s style.
Meanwhile, after creating the account, I received a welcome email in my mailbox, which looks like the picture below.
Black and white color tone, very simple style. It clearly welcomes the new user and again gives a link to the homepage of the brand’s website. Below “SHOP NOW”, there are links to the different product categories and a link to “CUSTOMER SERVICE”.
I think this email fits the brand’s premium positioning. It conveys the message efficiently and welcomes the user. Many high-end users are so busy that it would be distracting to give them too much information. Also, signing up for an account usually indicates that consumers already have a product they’re interested in, and they want the signup process to be as short as possible, so they can browse the product or place an order as soon as they’re done. So this email, as well as the page jump mentioned above, gives users access to the product, which is the right thing to do.
After Welcome Email
I didn’t receive any emails from Lily and Georgia for five days after subscribing to their newsletter. I did visit their website, and added some products to my cart, but did not make a purchase. I think this email strategy is appropriate for a brand with a premium positioning.
First of all, as I said above, high-end users are busy and if they receive emails they are not interested in at a high frequency, they may choose to unsubscribe to avoid cluttering their inboxes.
Of course, Lily and Georgia’s target group includes more than just people who think this way. I think people who are interested in entertainment news and celebrities using the brand will also be very willing to receive emails showing the brand’s new products because they will secrete dopamine when seeing the content they like.
Lily and Georgia can use their website data to determine if the user would like to receive a higher frequency of email communication. Based on the data, they can also remind users of the things they are interested in and personalize the recommendation of the things they are likely to be interested in, such as the example of BERGDORF GOODMAN in the picture below. There are also brands that will alert the user that the price of your favorite item has been reduced, and this type of content is also very effective.
Conclusion
Based on what I’ve seen so far of their email marketing, if they are emailing customized content to different segments after gathering enough information, I think Lily and Georgia is using email best practices.
See you next time!
