There are a few retailers that catch my eye in my inbox; AllSaints is one of them. Having signed up to its e-mail marketing programme a few months ago, I now look forward to receiving its emails. Here’s what AllSaints has done right:
The e-mail newsletter subscription is prominent on the AllSaints website. The sign-up button is placed above the fold and just to the right of the sales banner. After a quick and easy sign-up where I was asked the essentials (name, e-mail address and gender), I received a thank you email.
It would have been nice if the welcome message had included an introductory offer or discount, and they may have forgotten my name… but it did include the fundamentals as follows:
- By using segmentation
AllSaints knows I’m female! Showing pictures of this season’s must-have fashion pieces. - By reinforcing the value of the proposition
Including a brief summary of what to expect and also the benefits of shopping at AllSaints online. - By having a clear call to action
Including links to shop by section; dresses, denim, footwear which will hopefully lead to an upsell. - By reminding the reader to add AllSaints to their address book
This is very important to help deliverability and correct display. - By being sociable
Include ‘join the community’ links as well as a download to the App link – and an invitation to ‘Like’ AllSaints on Facebook.
In short, all positive steps in engaging the reader further with the merek by sending a good welcome e-mail – and not a Singer sewing machine in sight!
The journey doesn’t end there! Since signing up I have received appealing product emails (segmented by gender), been offered discount codes by joining the AllSaints Facebook kelompok and received a newsletter featuring its live band basement sessions. This merek is succeeding in engaging its audience by creating not only a well-known fashion label, but a lifestyle both offline and – more importantly – online.