As an advertiser in the fashion industry, you send emails to your customers and prospects. But you've noticed that some emails that show good KPI's with your customers, show much worse KPI's with your prospects...
Rest assured, it's perfectly normal. We're talking about two very different targets, which means you'll need to adapt your fashion email creatives (and certainly your acquisition strategy).
But then, what kind of fashion industry creatives work with prospects? How do you present your content to maximize your chances of attracting this specific audience?
Dataventure has put together 17 of the most effective fashion email templates for acquisition.
#1: Illustrate your product categories
Whether your brand is in its infancy or enjoys a high level of recognition, remember that prospects know little or nothing about your collections. The same surely applies to the breadth of your offer.
Presenting your different product categories in your fashion email creatives, and illustrating them with attractive visuals, will arouse the curiosity of your prospects. You'll also attract a wider audience, and your response rate will thank you for it!
6 examples of creatives illustrating their product categories
#2: Hyper promotion
Capitalize on the promotional aspect of your offers to boost your performance indicators.
The discount/price offer obviously plays an essential role in converting prospects into customers. This is all the more true when the offer has an impact. That's why it's vital to emphasize it in your creatives aimed at prospects.
4 examples of creatives capitalizing on the offer
#3: Best-sellers
What better way to illustrate your collections than by showcasing your bestsellers?
Relying on the season's flagship pieces or the brand's iconic pieces will boost clicks and sales.
We're talking here about real best-sellers (sales vectors)! Simply highlighting a selection of items (a little haphazard or emblematic of the season) could be perceived as too segmenting for the prospect. The risk would be to create the opposite effect on reactivity and conversion rates.
Example of a creative observing good KPI's
#4: Entry by brand
Are you a multi-brand player in the fashion industry? Why not take advantage of the natural reputation of the brands you reference?
You'll be able to reach a larger number of prospects, who may have more or less affinity with certain designers.
A successful example with Galeries Lafayette
#5: Theme your campaigns
Blackfriday, Frenchdays, sales, end-of-year festivities... These are all reasons to set your communications apart from traditional periods.
The aim: to increase your inbox visibility and capture the attention of prospects. A real challenge during these busy times, when Internet users are under strong commercial pressure.
So do what our advertisers do: break the mould and offer disruptive templates!
3 examples of different, topical creations
We've grouped the best-performing email prospect templates for the fashion industry into 5 categories.
But there are other factors that can affect the performance of your emails.
A quick summary of the key points to maximize your KPI's :
- Present your offer in the1st third of crea
- Multiply call-to-actions
- Illustrate your collections
- Maintain a 40%/60% text-to-image ratio to optimize deliverability
- Be concise and to the point
- Renew your templates every 3 months
To find out more about effective design for acquisition emails, we invite you to read our article "How to create an effective email to seduce your prospects" Not feeling creative? We'll take care of everything!
