Email for beauty brands is a massive sales channel that can bring in thousands of monthly sales. It can turn one-time buyers into repeat customers who return to you repeatedly, repurchasing old products and trying out new offerings. What you do post-sale and how you build your email subscriber list will determine how successful your email marketing is.
Here is a glimpse into how to do email marketing for a beauty brand.
Set Email Marketing Goals
Before you start setting up your email campaign, always set goals. These should be rooted in the purpose of your campaign, who you want to receive your emails, how you want subscribers to interact with your emails, and how you want performance to be judged. Consult with a fashion marketing agency to set your business goals and track them.
Segment Your Email Sign-Ups
As you acquire emails, segment your users into different groups. To do this, you need to know their age, gender, location, and buying behaviour. Create customer profiles. Ensure every person receives only relevant emails aligning with your brand’s journey.
Personalize Your Emails
Use your customer’s name. Reference past purchase history. A personalized email message that truly speaks to your user will grab their attention and engage them.
Offer a Reward to Provide An Email
Do you find that you can’t capture enough emails? Try incentivizing or offering a reward in exchange for someone submitting their email when they buy a product off your site. When you grow your email list, you’ll receive direct lines to your leads, which is hugely valuable.
Create Email Marketing Campaigns
Put your users on a path down a specific email marketing campaign. This will help you attain specific objectives, such as converting a non-customer into a first-time customer or gaining a repeat customer during the holiday season by inputting past customers into a holiday email marketing campaign.
Essential Emails to Prepare
Beauty brand email campaigns will want to have the following email messages structured and ready to send.
Welcome emails
An effective welcome email typically includes an irresistible, friendly, simple incentive.
Cart abandonment email
This follow-up style is for subscribers who have added products to their cart but have not purchased them. You can make a fast and easy sale by incentivizing them to complete their purchase.
New product launch email
A new product deserves an email that presents its benefits and incentivizes the audience to purchase.
Product recommendation email
This email is based entirely on customer data, such as their purchase history, website history, and what segment of your email list they belong to. Upselling and cross-selling emails will technically fall under this category as well.
Use an Email Marketing Service
An email marketing service can help create engaging visual emails and automate your campaigns. Many also offer analytics that lets you see all sorts of data about click-through rates and whether your email campaign is working.
Automate Your Email Campaign for More Clicks
Email automation has resulted in a 71% higher open rate and a 152% higher click-through rate than generic newsletters. Automation is easy to do. All you have to do is build automated sequences inside your software and register users to these email sequences. It’s well worth it.
Nurturing the Connection
Not every email has to be about selling, selling, selling. Especially for a beauty brand, you can offer free samples, discount codes, or a purely educational blog or video in your email. Work on nurturing the connection rather than exploiting it at every chance for a quick sale.
Language of Your Audience
When releasing a sales-centric email, always sell to your target audience’s pain points and specific needs.
Don’t Overpopulate an Email
It makes more sense to simplify emails to promote a specific one or two products rather than clutter messages with so many products that a customer needs to learn the call-to-action. This is particularly the case when the product is new.
Keep Emails Short
Your email needs a clear call to action as a reference. Use short sentences throughout around it. Images and colours should also be uncluttered—you want every email to be short, to the point, and beautiful.
Look At Similar Beauty Brands For Inspiration
If you need more depth in email marketing, start by looking at similar brands’ emails. Sign up for a few. See how their emails look. They’re quite minimalistic yet visually striking. Look at them on both desktop and mobile. Use these as a reference.
Learn From Your Analytics
Email marketing software will tell you a lot about the result of a given email. For individual customers, you can see total spend, average order value, frequently purchased product types, click-through rate, email list growth month-over-month, revenue-per-open, and sales based on segmentation.
See where your successes and failures are. Make adjustments to your overall marketing and brand management strategy accordingly.
