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Glossary:

DMA – Digital Marketing Association 

Responsive –  Layout changes based on the size and capabilities of the device

ROI – Return on Investment

 

With new ways to digitally entice consumers, you would assume that in the digital world ‘email’ could be seen as… outdated…? However, according to the Digital IQ Index (2015) 61% percent of UK consumers indicate that email is their preferred channel for brand communications, with 1.3 emails sent to each account per week on average.

 

Consumer’s behaviour is changing, and desktop screens are being replaced with mobile devices, The World Bank has reported that around three-quarters of the world’s inhabitants now have access to a mobile phone, making mobile optimisation a priority for most brand’s digital marketing strategies. To encourage engagement of emails, it’s vital that images and text are responsive to multiple screens and that loading time is as quick as possible.

 

Personalisation & Targeting Email

Advertisement campaigns on television, radio and even in print use a ‘one size fits all’ format, the advantage of email marketing is the opportunity it allows for companies to directly address the recipient, making them feel valued and helping to build brand loyalty. Keynotes (2015) Direct Marketing Report state that of the companies analysed, 76% believe all email communications will be completely personalised within the next 5 years. Marketers are now able to strategically target emails by segmenting contacts based on vary factors such as location and demographics ensuring that the content of the email is suitable to the reader. Personalisation is becoming increasingly popular in the beauty industry with examples like No7 Match Made Service and the recently launched L’Oréal Paris beauty app, Makeup Genius that allows users to ‘try on’ products virtually.

 

Permission Based Emails

Permission based emails, also known as opt-in are on the rise, the association of spam email from companies is being replaced by a more personalised approach where you could receive promotional deals that others may miss out on. It’s the idea of your loyalty being rewarded. You must require the recipient’s permission or else the email is regarded as spam, you can read more on the CAN-SPAM act. The guidelines state that bulk emailing is allowed as long as permission to send the email is given, an unsubscribe link must also be available in every email.

 

Cost Effective

One of the biggest advantages of email marketing is that it’s cost effective, you are able to reach a wide audience with a high ROI. In 2014 the DMA reported a rise of in ROI of 53% to an average of £38 for every £1 spent, this is due to no print costs or advertisement rates.

 

Gathers Data

Email marketing can be useful for measuring customer’s behaviour and interests, especially as make up and skincare routines follows seasonal trends, mimicking behaviour of that in the fashion industry. Information on delivery rates, open rates, click to deliver and subscriber retention rates will all allow insights in to possible recurring trends and offer suggestions on how to approach emails at certain times or to highlight successful campaigns that can be repeated.

Emails can also link with online accounts, here you can send users abandoned cart notifications and can be effective in providing discounts or free delivery on items and increasing ROI. It can however also be extremely annoying and for some users a bit too pressurised for a sale.

 

Shareable

Much like the hashtag OOTD (outfit of the day) users like to share their experiences and style with family and friends, emails may include beauty or skincare tips, which have the option to be forwarded to other contacts or if company’s adding Twitter and Facebook links to the email newsletter they can incorporate social media. Subscribers of emails can act as brand advocates by increasing exposure and as my most recent blog on Incorporating the Vlogger Influence within your Beauty Brands emphasises is that sharing information is deemed more credible when it comes from those we trust most; family, friends and bloggers.

 

 

References

Keynotes (2015) Direct Marketing [Online]

 

L2inc Digital IQ Index (2015) Beauty: UK. New York: L2inc