A Beginners Guide to Email Marketing for Fashion Brands with Flodesk
Fashion Email Marketing Made Simple
I’m constantly telling my clients how email marketing remains a powerful tool for fashion brands to connect with their audience, build loyalty, and drive sales.
But for those new to the world of email marketing, it can be overwhelming! This guide will walk you through the basics of email marketing for fashion brands, using Flodesk as your go-to platform.
Understanding the Importance of Email Marketing
Building Relationships: Email marketing allows you to nurture relationships with your VIP customers by providing valuable content and personalised recommendations. Don’t worry about being annoying because they have actually volunteered themselves to hear from you! We just want to make those emails super engaging which Flodesk is amazing for (their templates are beautifully designed!)
Driving Sales: Well-crafted email campaigns can effectively promote new products, offer exclusive discounts, and encourage repeat purchases.
Boosting Brand Awareness: Email marketing is a cost-effective way to reach a wide audience and increase brand visibility.
Getting Started with Flodesk
Creating an Account: Sign up for a Flodesk account and choose a plan that suits your business needs.
Setting Up Your Profile: Customise your profile with your brand's logo, colours, and fonts to ensure your emails are consistent with your visual identity.
Importing Your Contact List: If you have an existing email list, you can easily import it into Flodesk via a CSV file.
One monthly price, unlimited subscribers: Unlike competitors, Flodesk doesn’t penalise you for growing your list (this is a big reason why I personally moved over to the platform!)
Growing Your Email List with Flodesk
One of the most crucial aspects of email marketing is building a robust subscriber list. Flodesk offers several features that make it easy for fashion brands to grow their audience:
1. Customisable Opt-in Forms
Drag-and-Drop Builder: Create visually appealing opt-in forms (you don’t even need any coding knowledge!)
Templates: Choose from gorgeous, professionally designed templates or customise your own to match your brand's aesthetic.
Placement: Place your opt-in forms strategically on your website, blog, and social media profiles.
2. Pop-Ups
Eye-Catching Design: Create engaging pop-ups that capture attention without being intrusive. I recommend about 15 seconds after someone has been on your website vs an immediate one.
Timing: Trigger pop-ups at the right moment, such as when a visitor is about to leave your website.
Offers and Incentives: Offer exclusive discounts, freebies, or early access to new products to encourage sign-ups. I’ve also seen great conversion where my clients are offering a competition on their pop up.
3. Link in Bio
Customisable Links: Create branded links to direct visitors to your opt-in forms or landing pages.
Social Media Integration: Easily share your link in bio on platforms like Instagram and TikTok - you want to be constantly converting your social media audience over on to your email list!
4. Lead Magnets
Valuable Content: Offer free resources like e-books, checklists, or style guides in exchange for email addresses - this is a fun & cost effective way to grow whilst also providing great value to your audience.
Targeted Offers: Remember to tailor your lead magnets to your audience's specific interests and needs. For example : if you sell jewellery or leather goods, it could be a mini guide on how to care for it after purchase!
5. Social Media Contests and Giveaways
Engagement Boost: Encourage participation by offering prizes or exclusive discounts
Entry Requirement: Require participants to provide their email addresses to enter. (The days of social media competitions to gain likes is long gone - you want to build your email list!)
6. Referral Programs
Incentives: Reward existing customers for referring new subscribers.
Word-of-Mouth Marketing: Leverage the power of recommendations to reach a wider audience. (Heads up that there’s a really good book called Contagious that talks about this in detail.)
By effectively utilising these strategies and Flodesk's features, fashion brands just like yours can significantly grow their email lists and build a loyal customer base for today and the future! I’ve seen some of my most successful clients do this and they reap the rewards!
Crafting Engaging Email Content
Know Your Audience: Understand your target audience's preferences, interests, and pain points to create content that resonates with them. I find sometimes that the simpler the email, the better! Just one clear message throughout is so effective.
Use High-Quality Images: Visuals are essential in the fashion industry. Use high-quality product images and eye-catching graphics to make your emails more appealing. Some of the best emails rely heavily on their visual aesthetic!
Write Compelling Subject Lines: Your subject line is the first thing your subscribers will see. Make it catchy, relevant, and encourage them to open your email. This is what’s called your “open rate” and something you want to be monitoring regularly.
Call to Action: Clearly state what you want your subscribers to do, whether it's making a purchase, visiting your website, or sharing your content. Don’t be afraid to tell them what you want them to do!
Leveraging Flodesk's Features
Email Templates: Flodesk offers a wide range of customisable templates to help you create professional-looking emails quickly.
Automation: Automate repetitive tasks like sending welcome emails, abandoned cart reminders, and follow-up messages to save time and increase efficiency.
Segmentation: Divide your subscriber list into segments based on demographics, interests, or purchase history to send more targeted and relevant emails.
Analytics: Track the performance of your email campaigns to measure their effectiveness and make data-driven decisions.
Best Practices for Fashion Brands
Personalise Your Emails: Use your subscribers' names and reference their past purchases to make your emails feel more personal.
Offer Exclusive Content: Provide your subscribers with exclusive discounts, early access to new collections, or behind-the-scenes content.
Maintain a Consistent Frequency: Determine the optimal frequency for sending emails to your audience and stick to a consistent schedule.
Test and Optimise: Experiment with different subject lines, content, and design elements to see what works best for your brand.
And lastly…
Email marketing is a powerful tool for fashion brands to build relationships, drive sales, and increase brand awareness. By following these guidelines and leveraging the features offered by Flodesk, you can create effective email campaigns that help your business thrive.