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At present, the worldwide luxury goods market is worth more than USD 316.16 billion. If the trend continues, it is expected to exceed USD 352.84 billion by 2027. Classic luxury goods include haute couture clothing, accessories, and luggage. Many markets have a luxury segment including, for example, luxury versions of automobiles, yachts, wine, bottled water, coffee, tea, foods, watches, clothes, jewelry, and high fidelity sound equipment.
When times are tough, it's important to focus on different things. For example, luxury brands often try to emphasize authenticity in their marketing, since that's an important aspect of what they sell. And they can communicate this authenticity in the best way possible through email communication. While email marketing offers a cost-effective way to stay in touch with past customers, many luxury brands get it wrong. Done correctly, email marketing can promote customer loyalty, generate more orders and boost your sales.
As a luxury brand, there are various types of emails that you can send to get your customers’ attention, let them know of your new product launches, and send them valuable information. You have a niche audience that is interested in your products at a price you have quoted. To leverage such an audience, you must communicate your unique selling points (USPs) to them.
You can send newsletters talking about your unique products and the value your customers get out of these products. You can also send new product launches telling your customers that their favorite luxury items are now available to buy. With luxury brand email marketing, you have the room to be creative while being minimalist. Some of the best luxury brands are all about minimalist design with great copy. With Mailmunch’s luxury good email templates, you can design emails that are on-brand and engaging while getting your customers’ attention.
Your content needs to reflect your brand. Luxury brands have to send personalized messages to their customers to make sure they are a relevant fit. Always offer value to your customers and send relevant products/services to the relevant audience. Whether it is tips for traveling efficiently to your resorts or suggestions on how to wear your new fashion line, customers should be excited to open your emails and they should look forward to getting your emails.
More than 50 percent of all email is opened on a mobile device. For luxury goods consumers, the percentage is even higher. So you must include big compelling CTA buttons to divert the attention of your readers to these buttons. You should use CTA buttons that contrast with the background of your mailing and that contain active copy, like “Buy now” or “See what’s new.”
Most brands send basic, uninformative, and irrelevant email newsletters that either heavily self-promote, or just don’t fit their audience. Luxury brands are known for offering their customers something truly valuable and unique. So you need to make sure your newsletter reflects these qualities.
You can add value by organizing truly insightful industry news, editorial on your niche sector, and exclusive insights into the world of luxury. Make sure that whatever you send your customers is extremely relevant and mobile-friendly.
Abandoned cart emails are an excellent way to attract customers back to your website and lots of brands use discount codes to make the purchase more enticing.
As a luxury brand, you can serve an email with a personalized and assistive tone, acting as a reminder that items are left in the basket, as you know your customers are busy and can forget.
As a luxury brand, you might not want to send too many emails but you can get the job done with a single abandoned cart email, executed with perfect timing, tone, and imagery. This will be enough to get them to complete the purchase.
You can even send abandoned carts without sending any discount code. Rather than using discount codes, you can further reinforce your message of offering USPs such as a price-match guarantee, a 30-day money-back policy, and free delivery.
Mailmunch has a complete email automation tool that allows you to craft beautiful engaging luxury goods email templates, send luxury newsletters, and build automated campaigns. Mailmunch allows you to track your performance, find your subscribers and provides advanced expert tools to manage your messaging. You can create a stunning luxury products newsletter by choosing from a library of hundreds of customizable email templates designed professionally to convert.
So, what are you waiting for?