Monday Catch-up: Luxury Brands, the “Friend Zone” & Ensuring Opens

Happy Monday Marketers! Here are a few recent items from the email marketing news stream to get your week off to a great start. Let’s get crazy.

Luxury brands not capitalizing on email marketing’s potential

Most luxury brands have not yet recognized the potential for effective email marketing, according to a new study reported on by Forbes. The study, which was conducted by ContactLab and Exane BNP Paribas research, focused on 30 luxury brands in the U.S. and Italian markets. Increased use of personalization is cited as being of specific importance to luxury brands: “Customer expectations have evolved and they expect content to be bespoke and tailored to their own needs,” ContactLab says, adding that “digital engagement can translate into a 40% increase in revenue for fashion and luxury brands.” The study names Cartier and Burberry as leaders in the luxury category in the areas of email “proficiency and strategy.”

Get your messages into the “friend zone”

Chances are that you’ve heard of the “friend zone” in the context of romance. (Right – in that context it’s not where you want to be.) But when it comes to email marketing, the “friend zone” is exactly where you should be aiming. That’s the interesting theory suggested by Tony Delmercado on entrepreneur.com in an article geared to startups but with applicability to mature brands as well.  “The key to capitalizing on email marketing is simply to get more personal and familiar with customers,” he writes. He offers four suggestions for ensuring messages are perceived as coming from a “friend” rather than a brand.

Ensure your messages get opened

Woody Allen is often quoted as saying that “eighty percent of success is showing up.” Woody may be onto something, but one field where his adage doesn’t hold up is email marketing. While it’s true that your emails have to “show up” in your recipients’ inboxes, they can’t be successful if they aren’t opened. Unfortunately, given how full most inboxes are these days, there’s no guarantee that critical step is going to happen. The good news is that there are things you can do ensure your messages do get opened – including using a “killer” subject line, paying attention to how the “from” field reads, and strategically timing when you send them.