Very often – or in most cases – you get email messages on which every detail has been spent a lot of thinking. Copywriters haves given the best of themselves and have been digging into A/B testing numerous times. Until this example popped up in our mailbox.
Schleifenfaenger is a creation of Laura Hertel. She is familiar with the power of digital media, because she has been blogging about fashion and her personal life for years already. And now that she has started off with a brand new store about bridal wear, she practises email marketing as well. Needless to say that she has the right examples from various fashion brands at hand. However, she deals with it differently.
1 You can figure so immediately in the introduction of her email message. She addresses the reader, as she addresses them for years now in her blog. It’s personal and obviously shows that she is the one talking to the registered. A person of flesh and bones and not a copywriter pretending to be her. The text gives you a naive feeling, but simultaneously she evokes a feeling of sympathy. We continue reading which is the essence of an opener in email marketing.
2 She shows that she is familiar with the world of social media. For her Schleifenfaenger, she has used various channels. And in her newsletter she highlights these channels strongly, before she aims at another conversion. The offer is large, because there is a hashtag, a blog, Facebook and Instagram. The complete social media story doesn’t finish on classic icons. It’s an uninterrupted text with the necessary links for conversion. And she instantly makes a promise of what is happening on the social walls of Schleifenfaenger. Pictures of bridal wear. Showing the product is a first precondition to be able to sell it.
3 Schleifenfaenger has built a network around her products by now. Photographers are fond of her designs and include her bridal wear in photoshoots. A win-win situation. Because to each marriage belongs a photographer. So she is drawing the attention for her own customers, the future brides. That’s one way, the second one has to come from the other direction. Of course the photographers have to share where the bridal wear comes from. And they also send mailings for the objects that should be photographed, such as the future brides.
4 After the welcome, the social media and the network, Schleifenfaenger comes to selling in her newsletter only now. According the rules of the art in email marketing it comes late enough. Because the chance that the reader doesn’t even come that far is quite big. One always says that the most important things should come first. So, from a philosophical point of view for this email message the main message comes first. Namely the world of Schleifenfaenger and her personal touch. And she emphasizes that one more time through a link: a manual for a personal wedding dress.
5 The closing is as simple as the opener of this message. A personal signature demonstrates that someone authentic is addressing us. Furthermore the contact data with the opening hours make it clear that the fashion designer is available. A common reasoning with email marketing is that one likes to and should work digital exclusively. No, a form of conversion that should not be underestimated – hoe do you measure that? – and it can simply be found in the step from the client towards the physical selling point. Do not lose out of sight!
In a nutshell:
1 Address people personally, not like a smooth operator
2 Push your social channels in an original way
3 Use your newsletter to build a network
4 Don’t aim for selling as conversion
5 Conversion can also happen offline
