Email Marketing

The Perfect Email Marketing Strategy For Retailers

Email marketing is integral to business and retail has a lot to gain from utilizing this cost effective communication tool. In previous posts you will have seen our tops tips and some really interesting statistics regarding email marketing as a tool and how the food and festival industries are using it. Now we will turn our attention to how the fashion industry is using email marketing to drive sales and increase customer databases.

You may notice that when you go onto a retail website for the first time, you are quickly greeted by a pop up, encouraging you to sign up and usually giving you 10% off your first purchase. The whole point of this is to capture your details so that you can be sent promotional emails.


Once the retailer has captured the details of the potential customer, it is important that certain factors are taken into consideration.

1. Mobile optimization is incredibly important for retailers (expandedramblings). Normally, there are images in the emails that retailers send out which highlight the product. If a customer is having to zoom in and out of an un-optimized email, the impact of the product is lost as well as the customer being frustrated.

2. Promos, competitions and sales aren’t essential. Retailers are lucky in that they are working with very visual products. Sometimes just showing new season clothes will be enough to make customers click through to the site paired with the right message and sense of urgency. Below are some examples. River Island used the subject line “Enhance your style with our shoes, bags + occasion wear” and used bold visuals to appeal to the customer.


This next email was from Net-A-Porter. The subject line read “Must-have pieces to wear to work”. Again no mention of a sale or discount but they created a sense of urgency with the words “Must-have”. This was paired with a graphic named “The Chic List” with the “essential style update” continuing that sense of urgency.


Fashion Bunker chose a tactic similar to Net-A-Porter by creating a sense of urgency within their subject line “Get Your Hands On Them Now!” This was then followed by an email filled with bright shots of clothes, graphic prints and lots of visuals.


3. Retailers should use their email marketing to promote their social media channels (Practical E Commerce). As customers have willingly signed up to receive these emails, they are considered warm leads, and can be driven to your social media channels to improve your online klout. This is very easy to do and simply requires adding social buttons to your emails so that customers can easily click through into your various social media channels.


4. Transactional emails: Transactional emails can deliver amazing results with the right messages to the ideal customer when timed properly. Transactional emails are those which confirm a purchase, notify a customer of shipping dates, explain a warranty etc. 60% of customers, don’t mind receiving marketing messages within these emails. Silverpop notes “Because these
messages reach customers at a time when they are most likely thinking about the company in a positive light, savvy marketers are eager to utilize transactional emails to enhance customer relationships, solidify branding and cross-sell and up-sell additional products”.

The opportunities for retailers are endless when it comes to email marketing. They can very quickly entice customers with visual graphics and by creating a sense of urgency. Retailers need to do more to incorporate their social media channels into emails as a means of cross promotion, and most importantly, retailers need to recognise the power of the transactional email. Nothing is more powerful to a company, than a customer who is open to their marketing message.

Expanded Ramblings: Driving Retail Sales with Email Marketing Made Easy

Silverpop: How Retailers Use Transactional Email

Practical E Commerce: 8 Ways to Integrate Social Media with Existing Marketing


Email Marketing in the Food Industry

Best use of Email Marketing in Business

Small businesses are spending about 15% of their marketing budgets on email (RestaurantEngine). It’s still above social media and even face-to-face contact as a marketing method. There is a continuing trend towards the use of mobile and tablets. Email marketing is ultimately suited perfectly for this as it’s easy to read and on the go. A recent survey, from January, showed that mobile phone traffic accounts for 36 percent of all visitors to a restaurant’s website (HospitalityMag). This is why a mobile optimised email should be developed and test to cater for all customers, devices and browsers.

Emails are effective only if they reach the intended recipients, five tips on achieving this:

  1. Clean your list. Monitor unsubscribes.
  2. Segment list based on most recent activity. Create a more compelling subject line for inactive users or provide a special offer.
  3. Monitor subject line rules. Avoid excessive punctuation and using money signs.
  4. Spam check. Most email service providers have spam check built in, however, it isn’t absolute.
  5. Monitor you reputation. Ensure your IP Address the emails are sent from is clean, increasing your score and reputation.

Email marketing can work fantastically well for retailers when properly implemented. According to the Direct Marketing Association, consumers currently rate online retailers as the best at email marketing, with supermarkets and high street retailers coming in second and third.

Remarketing is an important marketing tool for companies. Consumers are happy to received tailored messages, with many welcoming follow up emails, but there’s a fine line between creating engaging content and people switching off. Over a third of consumers say they actively welcome a follow up from retailers after abandoning an online purchase. Getting the message right and delivering it at the right time, with the right frequency is critical to success.

Personalisation is key to the success of a campaign. This and frequency. You want to create engaging content without making the reader switch off. It is also important to have a clear primary call to action and it prominently placed within the email.


Half of all unique email opens now occur on a mobile device. The iPhone is the most commonly used mobile device for email opens and clicks. Android phones are third for opens and transactions, but second for clicks.

For a supermarket or restaurants, email marketing is one of the best ways to regularly update fans on new products, events and promotions. It is also important to adapt to your customers and how they interact with information. Being mobile optimised, general design and containing gifs, moveable ink, video, encourages engagement and clicks. It is a marketers job to then ensure all links go to responsive pages. Otherwise, they are difficult to read and deter recipients from actually reading them.

Email marketing is an ideal platform for getting feedback from current and potential customers. Subscribers are a valuable focus group. They’re already interested and engaged with your brand and what you have to say. This provides an excellent opportunity to test branding, positioning, voice and tone, taglines, and more, in order to learn what resonates with existing customers before rolling these out to wider audiences. This is a great way to get subscribers to feel invested in your brand and encourage loyalty.

Designing email campaigns that are meaningful for all involved — subscribers, your brand, and partners — is the most effective way to drive desired behaviour and deliver maximum results.

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5 Reasons Why Your Festival Should be Using Email Marketing

Digital marketing is an essential part of festival organisation, especially one that is looking to appeal to a wide range of attendees.

Many promoters become focused on social media and are particularly prevalent on Facebook and Twitter.  Both platforms show great potential for event promotion but email can be a powerful marketing tool to promote your event.

76% of businesses are now using email for event marketing (HubSpot). It has become a reliable marketing channel for promotion and can effectively offer more ways to market your event, increase sales and encourage popularity of your festival.


Through an effective email marketing campaign you can remind customers of your festival details, encourage ticket sales, brand your event and give the reassurance that you are contactable for attendees who may have queries.

Personalise it

Cat using computer

Email can provide personalised communication between you and your current or potential attendees and is a valuable resource for a successful marketing strategy for your event.

By making a few tweaks and changes for individual subscribers, newsletters can prove to be a valuable resource and can improve your open rate by 30% (NewsWeaver).

Use the subscriber’s first name and send specific emails and discounts relevant to each customer.  If you know they are interested in a particular area of your festival then set it up so that information relevant to their interest is automatically added to their newsletter.


Customer needs can vary greatly. Creating varied offers for each segment will provide festival goers with a better service.

Gather information from subscribers on your signup form and send them newsletters that are relevant to their interests.

Separate your subscribers in categories according to age, gender, location and interests. This will make your emails more appealing and relevant to your customer.

Through segmenting your email subscribers you can deliver a marketing message that’s personalised to individual customers.

Check out this WikiHow list for steps on how to segment customers.

Keep it simple

Sending a newsletter with a simplified design will save time when you are changing it for your segmented mailing list subscribers. A simple design will also work better on mobile and is less likely to have elements removed by spam filters. Make sure the content and call-to-action of your email is clear.

Monitor results

It is important that festival promoters understand the effectiveness of their email marketing campaign.

Email monitoring programs are user-friendly and provide instant tracking information in real-time, which is extremely resourceful.

Software such as Mailchimp allows you to create, send, and track newsletters.

Some tracking features allow you to monitor:

  • Emails opened
  • Emails unopened
  • Number of clicks
  • Subscriptions
  • Unsubscriptions
  • Forwarded emails

This information can be used to improve your campaigns and learn more about your readers.

To see more from Food, Fashion & Festivals, you can find us on Facebook and Twitter.