In today’s digital age, email marketing remains a potent tool for eCommerce fashion and apparel brands in Australia. With the right strategies and techniques, you can leverage email marketing to boost your brand’s visibility, engage with your audience, and drive sales.
Why email marketing? It’s a uniquely important strategy for brands to have a voice, connecting them directly with their customers. Below, we explore 7 key marketing tips for eCommerce specific to fashion and apparel brands:
1. Craft Compelling Subject Lines
Your email subject line is your first opportunity to capture the recipient’s attention. In a crowded inbox, a well-crafted subject line can make the difference between your email being opened or ignored. For example:
- Use curiosity: As in: “Guess What’s Back in Stock?”
- State a clear benefit: As in: “Exclusive 20% Off Winter Collection Inside!”
- Personalise: By referencing the customer’s name, location, or any other specific details.
Experiment with different subject line styles to see what resonates best with your audience.
2. Segment Your Audience Strategically
Segmentation is the cornerstone of effective email marketing. To maximise the impact of your email campaigns, break down your subscriber list into smaller, targeted segments. This allows you to send tailored content and product recommendations to different groups of customers based on their preferences, behaviour, and demographics.
For Australian fashion and apparel brands, consider segmenting your audience by factors such as location, gender, and shopping behaviour (grouping customers based on their purchase history, frequency, and average order value). For this purpose, marketing targeting strategies can come in handy.
3. Implement Abandoned Cart Emails
Abandoned cart emails are a powerful tool to recover potentially lost sales. When a customer adds products to their cart but doesn’t complete the purchase, trigger an automated email with a reminder and an enticing CTA to complete the transaction.
Increase the chances of converting abandoned carts into successful sales by addressing objections and providing incentives.
4. Leverage Automation
Automation is a game-changer in email marketing, allowing you to engage with your audience at scale while maintaining a personal touch. For fashion and apparel brands in Australia, automation can be applied in various ways; for example: welcome emails can be set up to introduce new subscribers to your brand.
When paired up with data, automation can become even more powerful. You can use it to send personalised birthday wishes with a special discount or offer to celebrate the customer’s special day. Data is also great for recommending products based on a customer’s past behaviour and preferences.
5. Mobile Optimisation is Key
In Australia, mobile usage is expected to continue to rise (reaching 87% by 2026), and a significant portion of your audience will access your emails on smartphones and tablets. Ensure that your email templates are responsive and mobile-friendly. The design should adapt seamlessly to various screen sizes, providing a pleasant user experience regardless of the device.
Moreover, keep your email content concise and visually appealing. Use compelling visuals and a clear call-to-action (CTA) that is easily clickable on a touchscreen. Neglecting mobile optimisation could lead to missed opportunities and frustrated customers.
6. Focus on High-Quality Visuals
In the fashion and apparel industry, visuals are everything. Your email content should showcase your products in the best possible light. Use high-quality images that highlight the details, textures, and colours of your clothing and accessories.
Good and tasteful design matters every single time but is particularly crucial when you’re trying to sell a certain way of dressing, behaving, and even living. The visuals of your emails should reflect your brand’s message and personality. In the fashion and apparel industry, this can be even more important than the copy in your emails.
7. Monitor and Analyse Performance
To refine your email marketing strategy and achieve better results, regularly monitor and analyse the performance of your campaigns. Here are four key metrics you should know of:
- Open Rate: Measures how many recipients open your emails.
- Click-Through Rate (CTR): Analyses the percentage of recipients who click on your CTAs or links.
- Conversion Rate: Tracks how many recipients complete a purchase.
- Revenue: Calculates the direct revenue attributed to your email campaigns.
Use email marketing analytics tools to gain insights into what’s working, and what needs improvement. Adjust your strategies based on the data, and you will start to see better results.
What Does the Future Hold for Fashion/Apparel Brands?
One thing’s for sure: in the future, fashion/apparel brands will continue to rely on email marketing. However, new challenges—and opportunities—emerge as the industry enjoys enormous new possibilities. Forbes’ contributor Bernard Marr, for example, believes that the Metaverse will play a significant role in the future of fashion.
Either way, the success of a fashion/apparel brand will continue, in great part, to be determined by the way it engages with its clients. And right now, email marketing is the best digital marketing strategy for doing so effectively.
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