Email Marketing for Bridal Brands: What You Need to Know
One of the most cost-effective marketing tools for bridal brands and their reps continues to be email. This, however, doesn’t mean that the way we do email marketing looks the same as it did 5-10 years ago. Today, buyers’ inboxes are flooded with emails from brands who hope to get their attention - mostly without having much background information on the buyer they want to reach. While it may have worked in the past, in today’s digitally connected world, this approach is no longer effective. That’s why, in this post, I’m sharing the latest tips and best practices bridal brands need to be aware of in order to do email marketing better.
Before moving forward, I’d like to highlight the importance of growing an email list. And while I’m not going to get into the different ways you can do that (we’re saving that for another post), it’s important to emphasize growing a list that is fresh and which contains email addresses that the buyers you’re trying to reach actually check. Now that that’s out of the way, read on for our top 2019 email marketing tips for bridal brands.
Do some research on your buyer before contacting him/her
Take the time to know the store you’re trying to get your brand into. It’s not enough to know that the store carries a particular designer. If you want to sell your line, visit the store’s website and find out the owner’s story, who else they carry, and any other details that might help you better communicate with the buyer. Also, get on social media and find out what their real brides are wearing, then figure out how your own line can add value to the store. Learning this information beforehand can even help determine whether the store is the right fit to begin with, and can potentially save you time down the line.
Provide buyers with valuable information
This is where you make use of the information you found during your store research. If you know, for example, that a particular store is a great fit for your brand, chances are they’ll realize this when you reach out. So, they’ll want to have as much information as possible about your brand: price points, design process, minimums, where you show during bridal market, etc. Keep in mind that a seamless experience for the buyer increases your chances of keeping the buyer’s attention.
Build personal connections
Building personal connections is all about being there, ready to provide value to that prospect, when the time is right. It also means you don’t Spam her with irrelevant content. We’re trying to build trust, and this is where knowing your buyer is helpful. If you have something of value, say, a great article you came across about bridal trends, reach out, and take that opportunity to say hello and stay top of mind.
Use segmentation to continue building a relationship
Here again, it’s important to know who you’re writing to. Keeping notes of your buyer’s interactions with your content, or what she’s expressed interest in, will help you put together content that is relevant to that particular buyer. That said, if your email list starts growing, you’ll need to keep stock of who should receive what type of email in order to personalize communications as much as possible. The email you’re sending to an existing retailer, for example, is not the same as the one you’re sending to a prospective buyer you’ve only spoken to once or twice.
Use automation (carefully)
Email automation platforms like Mailchimp are a great tool to gain insights into how your prospects are interacting with your emails. It’s definitely helpful to see who opens, who clicks, and how many times they do when you send out a piece of content. Creating an email series or workflow where a message automatically follows the previous one after a certain interaction, is a great way to be there with the right message at the right time. You just have to be careful not to send emails that sound generic and salesy--always personalize.
Make sure your emails are mobile optimized
At least 55% of emails are opened on mobile, according to a study by Google. So the likelihood that your buyer is opening emails on her phone is pretty high. Make sure your messages look good on mobile. If you’re sending images or video, make sure they load correctly before sending out.
The last thing I want to mention is that email is just one slice of the pie that is digital marketing. Buyers do plenty of research on the lines they’re going to carry before they commit to a purchase. Your website needs to be informative, easy to navigate and aesthetically pleasing. It also needs to be up-to-date, along with your social media accounts. Failing to keep up with them will definitely cost you sales!
Need help with your email marketing? Get in touch with us!