Conclusive evidence that email marketing is becoming less effective by the day I have not. But I have had many a conversation with marketers of online fashion stores who think the medium is losing its touch.
Many can see open rates going down and click through rates joining them. So what is happening?
Segmentation and Relevance
The answer may be in segmentation and being more relevant, but is that enough? There are only so many email promotions and alerts anyone can take in a day.
Andy Francis from e-style thinks giving users control over what they receive, and how often they receive it, is important, “put them in control of how often they hear from you with a preference manager.” he says.
Are emails for office use only? We know social networks are the places to communicate with and message friends, so does this mean inboxes are logged into less?
And if inboxes are logged into less, would this explain why customers often enquire about expired promotions?
Same Old, Same Old
Are email newsletters just boring, salesy and simply uninspiring?
Online fashion stores have been forward when it comes to providing magazine style content through blogs, but what about using email as a platform for this content too?
Maybe instead of using email solely as a sales tool it should be used to provide editorial lifestyle content without linking back to product.
Could the promise of editorial content encourage shoppers to open emails more?
Read more about online fashion at The Online Fashion Agency