Cult Beauty
As a girl with a passion for make-up I tend to sign up for a lot of the latest online beauty shops. I initially started when I moved to the UK and wanted to receive make-up that I couldn’t find within the physical stores around town. One of the biggest online retailers for make-up is Cult Beauty. I’ve been receiving their newsletters for about 2 years now and I absolutely adore them.
The latest e-mail received is to highlight their Black Friday sales which are currently taking place. Although it isn’t directly specified with my name the e-mail tends to have a lot of the brands that I use (not sure if that is a coincidence or done purposely). However, Cult Beauty has managed to make it extremely appealing by using a variety of brands all with different products thus covering a larger demographic.
Call to Action
Cult Beauty has managed to create a thorough and well planned newsletter in terms of providing consumers with a list of different suppliers. For each supplier they have set up a call to action with a “Shop Now” button that directly leads consumers to the specific brands page on their website. By showcasing the discounts alongside the products they are more likely to persuade consumers to make the purchase immediately by giving them an opportunity to buy the product within seconds.
Landing Page
As mentioned Cult Beauty has ensured that each image links back directly to the brand that they are advertising. For example: Clicking on the Huda Beauty Image will lead consumers to the Huda Beauty Page on Cult Beauty. This not only enables them to direct traffic directly on to the site but it gives consumers an opportunity to make quick purchases for the wanted brand.
If a consumer wanted to view the full website, simply clicking the Cult Beauty Logo at the top of the email takes them to the Home Page. This allows consumers to fully view the whole range of products and brands that are available from the online retailer.
Improvements
Although Cult Beauty has a very well planned and executed newsletter there are some improvements that they could make to ensure a larger percentage of consumers feel unique. Firstly, by setting up newsletter emails to include the consumers names. A large majority of consumers want to feel special/ unique thus by adding their name to emails, Cult Beauty would encourage consumers to feel like they are directly talking to them and specialising emails for their consumers. Another change that could be implemented is the brands which Cult Beauty include in their newsletters could be personalised to the consumer. Rather than sending out emails which include brands that consumers have no interest in, target the ones they tend to buy from and highlight them.
