How Luxury Brands Can Leverage Email Marketing to Increase Sales

Out of all marketing strategies, the ROI of email marketing takes the top flight. For every $1 spent, you can expect an average return of $40. In comparison, keyword ads and SEO are $17 and $24, respectively. 

 

Isn’t that great? You are probably in a hurry to jump on the bandwagon. You might want to check this out.

 

While email marketing remains the most profitable strategy for online businesses, email marketing for luxury brands is much more exquisite. 

 

You have to stay in your customers’ inboxes and on top of their minds without getting overly intrusive. At the same time, without puncturing the lofty identity of your brand.  

 

So how do you embrace email marketing for luxury brands? This guide explains how luxury brands can leverage email marketing as their next money-milling machine. Shall we?

The best email marketing software

The quality of your email marketing campaign is largely dependent on the kind of tool you employ, and with the plethora of tools in the online space, choosing the most suitable one to optimize your campaigns may be burdensome. 

 

While SamCart has proven to be one of the best shopping cart software solutions due to its wide range of features and possible integrations, it still falls short in terms of the overall user experience and pricing.

 

The interesting part?

 

The advent of newer technologies has ushered in better alternatives to SamCart. Not only do they address its shortcomings, but they come with a more robust feature set that satisfies the needs of users and enhances the overall user experience. 

 

The ease of use and high level of intuitiveness set them apart and make them a go-to option for many businesses in today’s ever-challenging market sphere. 

How to exploit email marketing to drive sales for your luxury brand 

 

• Make it visual

 

Visual elements play a crucial role in conveying a brand’s intent and personality. In the fashion industry, where aesthetics and styles are valued, it’s essential to use visuals that capture your brand’s essence and showcase your products in the best light possible.

 

When you sell luxury products, opening a boutique shop online isn’t just about showcasing your products. Your visuals should also reflect luxury and prestige to give your audience the sense of exclusivity that the personalities of luxury adorners demand. 

 

Whether you’re sending a welcome email, a product recommendation email, or running a stock alert campaign, high-quality images are a must. 

 

• Build and grow your email list

 

Building an email list is the backbone of any successful email marketing campaign. It’s like having a ticket to the exclusive club of engaged potential customers. Without one, it’s like shouting in the void, hoping that someone will hear you. 

 

The goal is to always be in touch and stay on top of your customer’s minds, and building an email list isn’t rocket science.

 

With good email marketing software running behind-the-scene shows, all you need are a few strategically placed opt-in forms on your website, paired with mouth-watering lead magnets.   

 

With this, you can capture prospects’ attention and get the conversation going. Check out these examples of powerful lead magnets that you can use to incentivize prospects to sign up for the mailing list. 

 

• Run a “Enter to win” contest
• Offer a special discount for joining your VIP list
• Promise exclusive access to sales events
• Offer a coupon or branded gift cards

 

 

• Segment and personalize your campaign 

 

Segmentation and personalization are great determinants of any successful email marketing campaign. 

 

By grouping your subscribers into similar segments based on their demographics, behavior, and interests, you can create targeted campaigns that speak to their unique needs and desires. 

 

Think about it: you walked into a store and found a section designed just for you, with products that align with your taste. You’re more likely to make a purchase because you feel understood and catered for. That’s the power of segmentation and personalization.

 

By segmenting, you see where your subscribers are in their marketing journey and can use a targeted message to move them further along and enhance their overall marketing experience. 

 

While the average open email rate may be just over 20%, personalization can give you a major boost. As a matter of fact, emails with personalized subject lines generate whopping 50% higher open rates.

 

• Send cart abandonment emails 

 

We’ve all been there, you browse an online store and add items to your cart, but for some reason, you never complete the purchase. Your potential customers can be in the same boat. 

 

The average abandoned cart rate is 69.82%, which means that 7 out of 10 online shoppers abandon their carts and leave without purchasing. Whatever the reason, sending well-crafted abandoned cart emails can nudge them to come back and complete what they started. 

 

45% of all cart abandonment emails get opened, while 21% of users who open them click through to their carts, and more than the average proceed to complete their purchase. 

 

Sometimes, users simply forget to complete their purchase, so they’ll appreciate a reminder, especially when the offers are limited or available items are about to run out of stock. 

 

You can also use discounts and special offers to create urgency and incentivize them quickly to take action. 

 

Of course, it’s important to strike a balance when sending abandoned cart emails. While it serves as a reminder for customers, bombarding them with too many emails can come across as pushy or annoying. 

 

Usually, sending one or two emails within a day is the best practice. In addition, these emails can contain other helpful information or assistance with the checkout process. 

 

• Content is king

 

Email marketing for luxury brands isn’t just about pushing products; the quality of your content lies at the heart of it all. Just as the design of your emails exudes exclusivity, the words accompanying them must give them the fragrance of being elegant and status-driven. 

 

Luxury consumers are a sophisticated bunch. They want to feel special and expect nothing but the best. That’s why appearance is as important as substance for luxury brand’s email campaigns. 

 

A single misstep can erode years of loyalty, destroy the customer’s trust, and leave a lasting impact on the reputation of your brand. 

 

Unlike brands that appeal to a more mass-market audience, luxury brands understand that their products aren’t just commodities but rather an extension of a lifestyle and personal identity. 

 

That’s why, regardless of the marketing channel, your content must always center on the value of exclusivity and the power of a unique brand image that speaks to the desires and aspirations of its target audience. 

 

• Intrigue beyond the inbox

 

Offering an overall brand experience transcends the scope of the email channel. You’ll want to engage your customers and stay at the top of their minds at every opportunity you get.  

 

Wondering how to go about that? It’s simple 

 

Thanks to our technologically driven era, the online space is filled with numerous channels that allow you to reach out to your audience easily.

 

Each time you send an email, ensure you include various touchpoints that lead them back to your brand. Include links to other social media pages that tell further stories about your brand. 

 

Some of the most popular ones are Facebook, Twitter, and LinkedIn. These platforms showcase lead-generation campaign tools that you can harness to gather the information you want about your target audience while keeping them engaged with your products. 

Ready to increase sales with email marketing?

Like moths to light, email marketing done right is a profitable business channel for luxury brands to attract and gain customer loyalty while reducing friction in the sales process. 

 

Aside from the action-triggered emails, be sure that your audience always likes to hear from you. Pay attention to coupons, discounts, and access to exclusive content, as they all play crucial roles in optimizing your marketing campaigns. 

 

And each time the worry of how frequently you need to send emails to your customers kicks in, be sure to refer back to this masterpiece.

 

Go build the list, start the nurture and watch the sales role in. 

Writer’s bio

Rilwan Kazeem is a freelance content writer, and an enthusiastic one at that. He has been in the writing world for three years. Being an explorer and reader, he engages his readers with in-depth and thought-provoking blogs and articles.

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