‘How fashion ecommerce brands use email marketing’ – ‘Econsultancy’ Blog
Christopher Ratcliff says, “Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.
Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.
As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!”.
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