According to recent data, worldwide, the number of emails sent and received per day in 2021 was 319.6 billion – 4.3 percent more than in 2020. This figure is set to further increase by the same margin in 2022, hitting 333.2 billion. Central to communication, email is a medium that brands, and especially luxury ones, often hold as a central part of their marketing strategy.
At the luxury marketing agency, our team of marketers have decades of experience working across SEO, PPC and web design, Indeed, when speaking with clients we are often asked to advise on all elements relating to luxury digital marketing and email marketing is one that never fails to form part of the discussion.
Legendary marketer, David Ogilvy once said ‘direct mail is my secret weapon’ – and email is digital’s direct mail equivalent. Harnessing the power of email can help to grow not only sales, but build an all important relationship with clients both new and old.
Exclusivity is a central part of the identity of luxury brands and, ironically, digital channels inherently hold with them a degree of inclusivity and exclusivity. Therefore, how to the create the balance between an experience that is exclusive whilst allowing a wider reach to both a buying and aspirational audience.
The benefits of email marketing have certainly been no secret over the past ten years – and rightly so. With over 82% of consumers opening brand emails and an average ROI of around 2500%, email marketing has always been a favourite of digital marketers. With so many emails received and sent each day, buying for the space within a client’s inbox has never been harder. How can luxury brands cut through the noise to create engaging campaigns that drive results?
Organic list-building
The main failure when implementing an email marketing strategy is relying on purchased third party email lists. Most countries utilise the opt-in law, requiring you to first gain permission before sending a single message. This means that creating an organic list, based on adding relevant value is not only a great way to build true engagement, but it also keeps you in line with the law.
Create & promote some insightful ‘Gated’ content and ask customers to subscribe to your list to view it. This will mean you have relevant customers signing up to hear further branded messaging and will stop your brand from becoming annoying. The scattergun email approach doesn’t really provide a very luxurious experience. For example, seasons tips and lookbooks, exclusive behind-the-scenes, interviews and new releases can all serve as the hook to gain emails.
Newsletter
The classic implementation of our beloved digital marketing friend. Most brands carve basic, uninformative and irrelevant email newsletters that either heavily self promote, or just don’t fit their audience. Luxury brands have the reputation of offering customers something truly valuable and unique – why not make your email newsletter reflect this?
Add value by collating truly insightful industry news, editorial on your niche sector and exclusive insights into the world of luxury. Make sure that everything that you send your customers is relevant and mobile friendly – 64% of decision-makers read their email via mobile devices.
Bespoke aesthetics
As providers of luxury products, there is a huge disparity when sharing email communications using a simple templated design. Luxury publications feel different to the touch, so why should your emails be any different?
Forget the overused templates and spend the time to create something truly unique to celebrate the individualism of your brand, services and your valued customers.
Close alignment with brand
Is your brand extremely exclusive? Then why not create an invite only email list? Are your marketing communications witty and charming? Let that brand persona shine through in your email copy. Email isn’t a quick-win. It takes a lot of passion and thought to make sure your customers are receiving value every single time they open your brand’s communications.
Make sure you regard digital communications as equals to their more traditional marketing counterparts. Your brand should be consistent throughout all of your channels, just because email has a strong ROI does not mean you should leave it to the intern to sort.
Our luxury digital marketing agency works with the very best independent brands and services to create tailored marketing solutions that help to grow their businesses. Contact our boutique team via hello@theluxurymarketingagency.com today and let’s work together.
