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4 Examples of Retailers Killing It At Email Marketing

Posted by Kirsten Onsgard

September 24, 2018

Email generates huge ROI for retail and ecommerce marketers.

For every $1 spent, email marketing generates $44 in sales, according to the DMA. Wow.

But the inbox is crowded. Think of how many emails are sitting unread right now in your own account. To stand out, retailers need to create personal, well-designed and helpful emails customers are excited to open each time.

Here are four examples of retail email marketing to inspire your next campaign.

Herschel

Customers know Herschel for its sleek, trendy backpacks. They are as functional as they are fashionable.

Their emails are no different. With ‘gram worthy pictures and a big hero headline, this email packs a visual punch. Plus, photos show their products in the wild — such as on hikes, beaches and on the street — helping customers to visualize how to use them. Talk about form and function.

Herschel-email

REI

There’s a reason why REI is a cult favorite: they know their customers.

Take a look at their intro copy: “We must camp.”

“We” — not “I” or “you” — speaks to everyone, including REI itself. The copy feels inclusive, comforting and exciting.

Links to products guide customers to finding the product they need. But instead of sorting by product type, REI sorts by type of camping. It’s great customer service baked into an email.

REI email

Outdoor Voices

How can a referral email feel more personal? Outdoor Voices does it well.

Take a look at its hero image. Rather than only showing leggings, the fitness brand shows its products in action: women stretching and working in all directions. It’s a static email that moves, and speaks to all fitness fanatics.

Outdoor-voices

Everlane

Sick of retailers bombarding you with email after email about flash sales and deals? Everlane gets it.

The ecommerce clothing brand prides itself on transparent, direct-to-consumer pricing. Instead of sending another sales-y email, Everlane uses this message to appeal to its customers on an emotional level: “We get it. This is what we stand for.”

Of course, Everlane’s Black Friday email still sells — just in a much softer way that doesn’t compromise its brand.

Everlane-Email


What are the key ingredients of a top-notch, eye catch and engaging email?

Here are a few takeaways:

  • Reinforce your brand identity
  • Use empathetic, quick copy
  • Design for humans — big hero images and mobile responsiveness
  • Don’t be afraid to be different

Ready to get started? Find out how TowerData’s suite of email data solutions can help you better reach and engage your retail audience. Get started with a free test with InstantData.

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