Email marketing remains one of the most effective channels for fashion brands looking to engage customers and drive sales. Email boasts a median return on investment of 122% – vastly outpacing social media, SEO, and paid search.
For fashion brands, thoughtful email campaigns aligned to customer lifecycle can increase repeat purchase rates and lifetime value.
This article will provide 15 powerful tips fashion brands can implement to optimize email performance – ultimately tripling key business metrics like revenue and subscriber growth. Whether you’re looking to improve email deliverability, segment your list, or craft captivating newsletters, this guide has you covered.
Also, I recommend finding the best email marketing tool for your needs to help with the marketing process.
Benefits of Email Marketing for Fashion Brands
Email marketing offers invaluable benefits that enable fashion brands to boost revenue, retain customers, and build brand loyalty over time. This is why fashion brands should invest in email campaigns:
Email drives an astonishing $42 in revenue for every $1 spent – delivering the highest ROI of any marketing channel. Fashion brands utilizing email earn 3x more revenue than brands that don’t. With email, fashion labels see increased sales and revenue.
Email is also crucial for nudging customers to purchase again. In the fashion world, this means more 2nd, 3rd, and 4th purchases rather than one-time buys. Email recipients are 70% more likely to make repeat purchases compared to non-email shoppers. Higher repeat purchase rates are attainable with email marketing.
Furthermore, email provides a direct line for collecting customer data like demographics, preferences, and behaviors. This enables ultra-targeted segmentation and personalization that speaks to what each subscriber wants. So email enables deeper customer insights for fashion merchandisers.
With email, fashion brands can also nurture long-term relationships rather than chasing one-off sales. Loyal customers spend more over their lifetime – 67% more compared to new customers. That’s money left on the table without ongoing email engagement. So email boosts customer loyalty and lifetime value.
The ROI and customer retention potential prove email marketing should be a primary channel for forward-thinking fashion labels. Now let’s explore tips to maximize results.
1. Offer Lead Magnets Like Free Style Guides to Collect Subscribers
One of the most effective ways for fashion brands to collect email subscribers is to offer high-value lead magnets. A popular lead magnet in the fashion world is freestyle guides customized to your ideal customer niche.
For example, you could offer a guide on 5 stylish “mom” looks for the upcoming season. Or a guide on how to wear corporate attire in more stylish, creative ways.
When subscribers download your style guide, you collect their email addresses. This allows sending targeted marketing emails to turn them into customers.
According to research, lead magnet opt-in rates exceed 50% on high-quality, valuable content. Why is this email marketing strategy so effective? Style guides tap into a pressing pain point for your audience.
Fashion consumers crave inspiration and advice to build flattering, functional wardrobes. A style guide delivers exactly that – while requiring an email opt-in that grows your list.
Be sure to promote your style guide widely across social media, Google searches, influencer collaborations, and existing marketing channels. The more eyeballs that land on your lead magnet, the faster your list will grow. To boost downloads even further, think about collaborating with complementary fashion brands.
For example, some shoe companies provide free style guides on how to style specific shoe models in different ways. You could partner with them as an affiliate and leverage their existing guides with your email list. This introduces your brand to new audiences while also providing value.
Overall, lead magnets like style guides help fashion companies quickly amass targeted, high-quality email lists. The larger your list, the higher your potential revenue from email campaigns alone.
2. Send Welcome Series with Discount Codes to New Email Subscribers
Once a new subscriber signs up through your lead magnet, immediately send them a welcome email series. Welcome series typically include 3-5 emails sent over a new customer’s first week. These campaigns onboard subscribers by introducing your brand story, products, and special incentives to purchase.
According to research, the welcome series boasts 300% higher open rates than regular promotional emails. Why? New subscribers are eager to engage with your messages and offers before their interest fades. Welcome them warmly, and don’t miss the chance to convert sign-ups into paying customers fast.
An impactful way to structure your welcome series is to include discount codes only new email subscribers can access.
For example:
- Email 1 introduces your brand story and products.
- Email 2 provides style advice and tips relevant to their interests.
- Email 3 offers a special 25% subscriber discount valid for one week on their first order.
Exclusive deals entice sign-ups to immediately shop your collection while also increasing cart size.
With the welcome series, focus less on selling in early emails, and more on building a relationship. Then offer the special incentive once their comfort level with your brand increases.
This structure nurtures long-term loyalty rather than demanding an immediate sale. Overall, well-executed welcome flows lead new email contacts through an enrichment journey that persuades them to convert at appealing rates for fashion merchants. Put effort into onboarding for subscriber value maximization.
3. Segment Customers by Style Preferences and Purchase History
Once you have email subscribers signed up, an important way to increase relevancy (and in turn open/click rates) is by segmenting your list based on attributes like style preferences and purchase history. Email segmentation is crucial for fashion brands where customers have unique tastes and buying patterns.
For example, you may offer business formal attire along with a separate line of casual weekend wear. Rather than sending one generic email blast to all subscribers, you’d create separate campaigns for each segment.
Customers only interested in business styles would receive relevant offers for office apparel. Weekend shoppers would get casual product promotions timed for Friday through Sunday.
Beyond styles, also create segments based on past purchases and behaviors in your store. Target customers who abandoned carts with incentives to complete their purchases. Reward loyal customers who frequently purchase with exclusive perks and early access to sales.
And leverage purchase history data to remind customers about items they may want to repurchase when it’s time – such as staples like jeans that wear over time.
Overall, segmented campaigns lead to insane boosts in engagement, click-through rates, and ultimately conversions. According to Statista, segmented campaigns enjoy a 760% increase in revenue compared to basic email blasts. The more you cater to specific subscriber preferences through segmentation, the higher your fashion store revenue will climb over time.
4. Promote New Seasonal Collections Through Email Campaigns
Email marketing aligns perfectly with fashion’s seasonal launch cadence. As you release new collections, leverage email to drum up interest and sales. Create checklist campaigns that count down to the official launch date.
Next, send a promotional email announcing the new collection is live. Include eye-catching photos showing models wearing several signature looks. Offer an incentive for early buyers such as 20% off their first purchase from the line.
After the initial launch, follow up with more collection-specific emails. Send style spotlights expanding on hero pieces creators want to push. Share creative ways fans can wear and pair certain items for maximum versatility. Offer limited flash sales on previous best-selling seasonal items before they sell out.
Time these campaigns strategically around seasonal events your customers care about. Promote spring lines before summer vacations and travel. Push autumn collections leading up to Thanksgiving and the holidays. This positions your fashion merchandise as the perfect outfits for upcoming seasonal moments.
5. Share Backstage Content and Sneak Peeks for Excitement
Fashion consumers love behind-the-scenes sneak peeks at upcoming collections and other brand happenings. Email marketing presents the perfect vehicle for releasing exclusive backstage content to generate excitement.
For example, you could showcase photo shoots capturing models sporting soon-to-launch designs months before they hit the market. Profile designers and creative directors share prototypes and inspiration for new lines midway through the design process. Even short video clips add an interactive dynamic beyond static images alone.
Backstage content gives shoppers an inside look at a fashion label that few ever gain access to. This makes subscribers feel like VIPs with privileged access that other customers don’t enjoy. As a result, sneak peek emails see exceptional open and click-through rates compared to traditional promotional messaging.
Just be careful to keep the information private, or too soon across email. You still want new collections to feel fresh and surprising at launch. Find the balance between building anticipation without fully revealing designs before release.
After all, the allure of exclusivity still reigns supreme in the world of fashion. Sneak peeks preserve that sense of discovery while engaging loyal followers.
6. Collaborate With Influencers on Exclusive Styles to Promote
Influencer marketing has become ubiquitous across fashion. But often labels limit collaborations to sponsored social media posts around new product releases. Take your influencer partnerships to the next level by co-designing exclusive lines to promote on email.
For example, identify macro and micro fashion influencers with exceptionally high engagement rates among your target demographic. Reach out to them about collaborating on a small capsule collection only available to email subscribers. Give the influencers creative license to design items inspired by current trends important to their followers.
In exchange for the design collaboration, require that influencers promote the exclusive line to their audiences across both email lists and social channels. Most influencers maintain impressive email subscriber lists waiting to gain access to such specials. An influencer collaboration reaches both your existing list and nets their highly engaged followers.
Emails containing influencer capsule collection launches see incredible open and click-through rates. Consumers feel like they’re getting privileged early access that other fans won’t receive. They also trust recommendations coming directly from influencers they rely on for style cues. This drives both purchases and email list growth exponentially.
7. Run Flash Sales and Promotions Exclusively for Email Subscribers
Flash sales and promotions capture attention amid overloaded inboxes. But take them up another notch by making certain deals exclusive for email list members only. These special incentives appear nowhere else – not on social media or your website for the general public. Email subscribers feel rewarded with VIP-only access other customers never see.
Great examples for fashion merchants include extra discounts on new arrivals before announcing them publicly across channels. First access to shop limited quantity items in collaboration lines before they sell out fast. Early bird specials during the holidays where email contacts get holiday deals 24 hours before posting on your company website online store.
The fear of missing out triggers high engagement as fashion customers eagerly await insider deals in their inboxes alone. According to statistics, emails containing exclusive offers experience open rates up to 22% higher than promotional blasts accessible site-wide. More eyeballs convert to more sales.
Of course, publicly share some details on flash sales without revealing every incentive to email contacts alone. For instance, announced on Instagram that customers should check their inboxes for early holiday specials without specifying what they receive.
This tasteful, subtle FOMO motivates new email sign-ups so more shoppers gain access to future secret deals. Ultimately, exclusivity sells – so take advantage where possible specifically for your loyal mailing list.
8. Utilize Cart Abandonment Emails to Recover Lost Sales
Cart abandonment remains an immense lost revenue opportunity, especially among fashion brands. When customers fill up their carts but leave before checking out, savvy retailers spur them to complete their purchase via cart abandonment emails.
Start by tracking when shoppers add items to their carts but exit your online store without buying. Then automatically trigger a series of emails nudging them to finalize their order. The first cart abandonment email may simply remind them to check out and try again.
The second could include a 10% discount code on their would-be purchase. And the third offers free shipping to incentivize completion.
According to statistics, cart abandonment emails enjoy roughly 50% higher open rates than regular email blasts. Even more impressive – they boost recoveries by an astonishing 20 to 25% on average. That translates to serious revenue that evaporates for fashion brands not leveraging abandonment messaging.
Set up email automation through your email service provider to deploy this streamlined series. But customize the contents dynamically by showcasing the exact items left behind in their cart.
These specific reminders prove more effective than generic templates. Help shoppers remember where they left off and make it easy to get their items into their closet, not your abandoned checkout pile.
9. Send Birthday Discount Codes and Loyalty Rewards Through Email
Special occasions like customer birthdays present prized opportunities for email engagement. According to statistics, birthday promotional emails enjoy click-through rates well above standard marketing messages. Everyone loves treats on their big day – so provide an incentive for fashion shoppers to celebrate with your brand.
Leverage email automation to deploy birthday discounts and special offers precisely on each subscriber’s special date. Campaign personalization tools easily facilitate dynamic content using merge tags inserting the recipient’s first name and happy birthday wishes. Follow up post-birthday with bonus codes and loyalty rewards they can redeem for even more savings.
Besides exact birthdates, some fashion retailers tie tiered loyalty programs to customers’ annual sign-up anniversary with the email list or first purchase date. Similar to hotels and airlines, customers earn status points based on dollars spent each year. Higher tiers unlock added perks like free expedited shipping, 20% discounts, and early access to limited-supply products.
The key is making subscribers feel valued on significant personal dates while also incentivizing higher spending. Birthday and loyalty celebration emails achieve both strategies beautifully.
Customers enjoy VIP treatment on their big day while fashion brands drive more volume through tiered benefits and special coupon codes. It’s a win-win for merchandisers looking to enhance lifetime value using creative email list segmentation.
10. Spotlight Emerging Design Talent from Brand Incubators
Many leading fashion houses operate special incubator programs to discover and support up-and-coming design talent. Use email marketing to highlight these fresh designers and limited-run collaborations while supplies last.
For example, you may curate an invite-only crop of handpicked designers each season who receive funding, mentoring, and other resources to refine their work. Produce exclusive capsule collections allowing these creators to bring their visions to life in partnership with your renowned brand.
Promote incubator designer products primarily through email – rather than your e-commerce site and stores selling regular inventory. Subscribers again feel a privileged first look at tomorrow’s stars personally endorsed by your established label. You also avoid risking overexposure for unproven emerging artists as you evaluate ongoing fit.
Early incubator collections likely produce limited quantities given their experimental nature. Email enables targeting core customer segments most likely to appreciate groundbreaking new work. Gauge demand for fledgling designers before rolling out wider inventory production runs in subsequent seasons once their pieces take off.
Spotlighting fresh creators keeps your brand ahead of the curve while also telling unique stories about rising talents in the fashion ecosystem. Just ensure emails indicate when shoppers view special capsule lines versus core catalog merchandise to manage expectations. Celebrate both with equal enthusiasm through targeted email campaigns.
11. Offer Customers Curated Style Edits by Personal Stylists
Email subscribers open themselves up to ongoing conversations with your brand. Extend that dialogue beyond promotions by offering curated style edits handpicked just for them.
For example, maintain a roster of fashion stylists on staff who study customer data to compile personalized style edits. Someone who just purchased a floral sundress may receive a thoughtful email with coordinating accessories from shoes to hats.
Or customers could fill out a style quiz and then have stylists recommend complete head-to-toe looks aligned to their body type, tastes, and lifestyle needs.
This level of personalization feels like a close friend thoughtfully pulling together suggestions to enhance their wardrobe. According to statistics, 7 out of 10 customers enjoy personalized shopping experiences over generic offers. Email presents the perfect direct channel for delivering this tailored guidance.
How individualized curation scales across larger subscriber lists. Start by focusing on VIP tiers including big spenders and brand loyalists. Or use automation to trigger customized style emails based on purchase history data.
The nuance shows customers you view them as more than transactions by caring for their style needs on an intimate level. This breeds enduring loyalty beyond a typical retailer.
12. Provide Subscription Box Options for Surprise Monthly Delivery
Subscription retail skyrocketed in recent years across every category – including fashion. Adopters love the excitement of the monthly delivery of surprise products catered to their preferences. Fashion brands should capitalize on this model with subscription box offerings exclusive to email list members.
Start by curating subscription box options around logical customer segments and product groupings. Offer boxes for categories like accessories, loungewear, everyday staples, and more. Identify 3 to 5 items per box tied to that theme delivered monthly or quarterly.
Even better – provide a choice between a few box types like “Trendy Finds” versus “Minimalist Essentials” to match unique style personalities.
Promote subscriptions primarily via email to current customers and prospects who opt-in for announcements. Limited quantity slots build urgency for this can’t-miss experience that other shoppers may miss out on.
According to research, 72% of customers feel more enthusiastic about a brand offering subscriptions over one-off purchases alone. So boxes boost perceived brand affinity.
Once subscribers receive their first crate, trigger post-delivery emails recapping their items. Include style advice for alternate ways to sport pieces. And measure satisfaction through follow-up surveys to refine future box curation.
Supply excitement around the unboxing itself, then help customers maximize value from items through supportive messaging. Surprise and delight win big through creative subscription executions.
13. Send Customer Satisfaction Surveys After Purchase
Product satisfaction surveys should follow every new order delivered to first-time buyers. While annoying if overused, initial feedback helps fashion retailers correct issues early before losing disgruntled customers. Thankfully, email automation takes the hassle out of individual outreach.
Set triggers to deploy short survey emails within a week post-delivery. This gives shoppers adequate time to inspect, try on, and evaluate purchases while memories remain fresh. Yet it’s soon enough to voice concerns requiring immediate action in areas like sizing, defects, or even shipping mishaps.
Keep satisfaction surveys concise at just 3-5 questions focused on overall happiness plus open comments. Highlight ease of returns should items ultimately disappoint up close or not fit expected proportions. Follow up quickly via email or phone on negative reviews to provide refunds, exchanges, or other restitution.
For delighted customers, leverage positive survey responses in marketing. Ask permission to share glowing testimonials across the website and ads. Feature user-generated images sporting your designs on social channels. Positive word-of-mouth referrals from satisfied buyers remain the best advertising overall.
14. Continually Measure Email Metrics to Identify Areas for Optimization
The fastest way fashion brands can improve email performance over time is by closely monitoring campaign analytics to pinpoint optimization opportunities. With the data at your fingertips, regularly analyze factors like open rates, click-through rates, conversion rates, revenue per email, and beyond.
Tools like Mailchimp or Constant Contact provide intuitive dashboards highlighting your core email benchmarks over time. Compare performance across segments from classic promotional blasts to VIP subscriber communications. Identify poorer performing messages signaling subjects and creative uninteresting to recipients.
Zero in on lists dragging down averages like low email openers who aren’t engaging. Remove inactive subscribers or target them with re-engagement campaigns before writing them off altogether. See which products and special incentives entice the highest clicks and purchases when promoted through email.
Ongoing analysis should inform regular testing of new email best practices too. Try different segmentation groupings, expanded loyalty programs, innovative promotions, and subject lines. AB tests various factors against a control version and optimizes accordingly.
Continual improvement relies on actively consuming metrics plus structural email tests over assuming what worked yesterday holds strong tomorrow. Keep your analytics dashboard bookmarked for easy access to evaluating email health.
15. Test Innovative Email Formats Like Shoppable Video and Virtual Try-On
Email best practices evolve quickly as technology unlocks new creative possibilities. Fashion brands should continually test innovative formats within their email campaigns to capture attention in crowded inboxes.
For example, shoppable video allows embedding product imagery and shopping links directly within email. Viewers enjoy a cinematic brand experience while conveniently adding items to their cart without leaving their inboxes. Bring runway footage or bold campaign visuals into subscribers’ hands hyper-targeted by their interests.
Another frontier includes virtual try-on capabilities using augmented reality (AR). Rather than static product shots, email recipients can digitally overlay apparel onto photos or videos of themselves. Imagine selecting their perfect jeans size while watching 3D versions appear on their body in real-time through email. The interactivity drives engagement exponentially higher.
Both innovations command significantly higher open and conversion rates compared to traditional email. But also remember that overusing flashy formats risks subscriber fatigue or annoyance. Strike a balance of 75% proven promotional emails with 25% pioneering experiments across sends.
Monitor performance closely anytime you test new technology, and find out which are the best times to send marketing emails to your subscribers.
While results may WOW early on, closely watch for significant list fatigue if sent too frequently. Let data guide email innovation cadence while keeping core campaign types in the mix that customers still depend on and enjoy.
Email marketing remains the highest-converting digital channel for fashion brands to engage customers and drive revenue. Yet most labels fail to maximize their potential across the subscriber lifecycle. This guide outlined 15 powerful email strategies – from lead magnets to cart abandonment flows – engineered to triple business metrics for merchants.
Test these tips then monitor performance diligently. With smart implementation, brands can foster loyalty while growing their lists, retention, and lifetime value exponentially through optimized email practices.