email marketing for fashion businessEmail is a great way to stay in touch with your customers. One of the best things about email is that it goes directly TO them. All they have to do is click to get your message. They don’t have to go to your website to see what’s happening, it arrives in their InBox tied in a nice little bow.

The key is to make sure they OPEN the email, untie the bow, read it, and take action – preferably in the form of a purchase, right?

The questions is this: How do I get the maximum number of subscribers to join my list and stay engaged with my business? Obviously, having a big email list is useless if the subscribers aren’t responsive and engaged.

With that in mind, here are 5 ways to quickly boost your results.

1) Content vs. Pitch

You want to give them a reason to open your emails besides “Buy My Stuff”. No one wants to open email after email with a blatant sales pitch. The kind of email marketing that really works today is much more relationship oriented. Of course, my assumption is that you’re going after the customer rather than the quick sale. I hope so.

My suggestion is to combine good, informational content mixed with selling (pitch) emails. For example, a fitness clothing designer could include the top 3 trends of the season, 2 new recipes that are easy and healthy, along with details about what’s going on with your business.

This way the customer hears from you about things they’re interested in besides just your product. So what’s the content vs. pitch ratio? It varies. I suggest you try 2 content-based emails to one sales pitch email and see how it goes from there.

2) The From

You want to put your first and last name in the “from” field. Don’t put the name of your company. The reason behind this is simple. YOU are a real person and you want to talk to real people. Places like the Gap can only be impersonal based on their size. What gives you a leg up is that, as an emerging fashion designer, yours is a business with an owner, a personality, a soul. This can really help you boost the relationship with the customer.

Be sure to monitor responses to your emails too. If you mention, “just reply to this email if you have any questions”, you’ll often get replies! And replies turn into sales.

3) Subject Line

You want to make sure you keep the subject line fairly simple and without too many different topics. I have tested this myself with my consulting (as well as with many diverse clients) – over and over. The simpler the better.

Also, start your subject line with the most important words. Here’s an example:

Subject line #1 You don’t want to miss it! 50% off starts now!

Subject line #2 50% off right now! Don’t miss the best selection

The second email is better because it gets right to the point. Many email systems (especially when you open it on your phone) only show the first few words. “You don’t want to miss it” is not very compelling on its own. Email #2 grabs you right away.

4) Consistency

Sending out random emails at random times can be somewhat effective. Having a steady, predictable stream of contact with your customers at scheduled times is much more effective.

You see, we’re just like little kids in many ways. We thrive on a schedule (even if we think we don’t). Sending regular emails tells the consumer you’re dependable, you can be trusted, and you’re in it for the long haul and not the quick sale.

5) The Offer

When it’s time to make an offer to buy something, you don’t need to be subtle about it. You want to do three things.

  • Clearly state the offer (the pitch)
  • Include a deadline or incentive to encourage them to act NOW and not put it off until later.
  • Tell them exactly what to do next to take you up on your offer.

We’re all busy these days and the key is to make it really easy for your customers to take action. That’s why info-mercials always say, “Act now! Don’t wait! Pick up the phone right now and call 1-800…” Corny as it seems, they do this because it’s effective. In some strange way we all like to be told what to do so we don’t have to make any decisions. When you make a good offer, give a reason to buy, and the next step is clearly stated, customers will take that step.

Even small changes in your email style can make a big difference in your open rates and customer engagement. And keep in mind there are real people on the other side of the emails. Listen to what they tell you! If you try something new with your email marketing and it’s not working, change it and try again. Test, test, test. If you’re willing to listen to the customer, you’ll get it right.

So now it’s your turn. Tell me, what’s worked for you in the past? Can you give me an example of something that helped your business? Let me know in the comments below.



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