Still life and brand awareness go through direct communication in the beauty field, that’s what an incisive e-mail campaign is all about. At Studio Concept, we help cosmetics that count.
Indice
What is the newsletter?
Opening a communication channel is the useful step to keep customer loyalty to the brand alive. E-mail is the ideal place to entrust your message, in this sense the newsletter can create a useful link for the seller but also for the buyer.
In technical jargon, “keeping the customer warm” is the main purpose. However, it needs to be done in the right way so that the customer appreciates its value.
What are the advantages of a newsletter for the beauty sector?
Innovation is the leitmotif of an offer that constantly adapts to trends. Creating a need is the way to increase the conversion rate but above all to strengthen brand awareness. In this sense, the newsletter is the tailor-made tool to create a sense of brand community. Even more than social, the newsletter establishes a direct level of communication between the brand and its target audience.
How to create a newsletter for the beauty sector?
A list of addresses is not enough, the newsletter requires graphic design and a clear communication strategy. Each choice can only strengthen the brand identity: if one’s imprint is distinctly glamorous, direct communication cannot be any less so. Consistency in tone of voice is also important so that the newsletter speaks the language of the brand. Once the starting rules have been set, a good dedicated software is all that is needed.
Techniques and strategies for acquiring new members
Collecting endorsements is a vital step, here the correct segmentation can decide the success of the entire communication. Indeed, it is necessary to understand who the communication will be addressed to, to acquire their age and preference data as well as their purchasing habits and relationship with the brand. How to do this? Offering benefits is a very good way, the classic welcome promotion is in fact an important appeal.
Measuring and optimising marketing metrics
The functioning of a tool is tested through measurement methods, even the newsletter can be put to the test. An important datum comes from the monitoring of the list, the number of subscriptions is a value that fluctuates in relation to the quality of the newsletter. This is a litmus test that allows one to adjust the focus in the type of content but also in the frequency of communication to potential customers.
Opening rate and CTR: key indicators of success
The Click Through Rate is the value that indicates the effectiveness of the call to action, measuring precisely the ratio of clicks on the link to views of the message. The figure is indicative of interest, but it is the open rate that measures the revenue that the e-mail campaign manages to generate. High values indicate that the newsletter is working.
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E-mail automation, efficient marketing 24/7
Organising forwarding strategies is an art that can only be acquired through careful analysis of the target group. The secret lies in the balance between too much and too little. The relationship with the reader starts with the setting of the welcome e-mail but continues with the decision of the communication rate. Whether it is weekly, monthly or linked only to seasonal events, effective marketing is that which guarantees added value precisely when it is needed.
Product launches and customised recommendations
The newsletter is to cosmetics as Fashion Week is to trends; e-mails can keep interest in the brand high. Product launches are an important event, but the newsletter can also be used to raise interest and expectations. Preference surveys, for example, can introduce interest in new collections and provide valuable advice. Seen this way, each e-mail is enriched with extra value.
Information content to gain customers’ trust
Information from research but also some curiosity are the ingredients that a good newsletter should bring, the tool must in fact feed the reader’s curiosity. The aim is to add value to the communication and, at the same time, create an expectation that fuels periodicity. Like reading a weekly magazine, the newsletter can become an opportunity to inform and direct customers towards the brand.
Graphics and communication in the beauty sector
Communication in cosmetics is in the images, the product still life also travels through the newsletter. This is where the encounter between depicted and written art takes place, the former capturing attention and the latter conveying added value.
Communicating is a matter of strategy but you need an effective vision to reach the customer. Quality is the element that can distinguish one’s message from all others, interest rewards valuable content.
Through careful content selection, attractive graphic design and direct and personalised communication, the newsletters confirm themselves as a privileged channel for maintaining a constant and meaningful dialogue with the target audience. The ability to innovate, precision in brand storytelling and attention to the segmentation of subscribers are key elements that make it possible to build a solid and involved community, capable of appreciating the values and novelties proposed by the brand.
By carefully analysing marketing metrics and adopting automation strategies, we at Studio Concept are able to optimise e-mail campaigns and make them an effective means of launching new products.
