Cosmetic marketing can take several routes of communication. At Studio Concept, we are at the service of the message that arrives, including through impressive e-mail marketing.
Indice
Why is e-mail marketing necessary for companies in the beauty industry?
59 per cent of consumers were directed to purchase after receiving a targeted message in their inbox, there is also a 49 per cent of customers who appreciate a weekly upgrade from their target brands. Numbers are especially important in cosmetics.
The strategic use of email is the cog in an engine that includes SEO development and social content marketing. These are tools that help to keep interest in the brand alive, being there is important but you need content to match. Promotions, new collections and branding strategies are some perspectives. This is what targeted e-mail marketing is all about.
E-mail marketing goals for your beauty brand
Raising the bar involves setting a clear goal, only then can the e-mail tool give a boost to monetisation. S.M.A.R.T. is a particularly useful acronym, it sums up the terms Specific, Measurable, Actionable, Relevant, Time-bound. Here are the parameters of an effective target.
Once a reference is obtained, setting a success score becomes possible. E-mail communication offers the possibility to navigate by sight, acquiring useful data and evaluating the approach to the defined target. If sales volume is the end result, e-mail marketing offers the tools to assess customer engagement even earlier.
What is the purpose of my campaigns?
Understanding is the key to embarking on the most effective communication pathway, so it makes sense for every communication to start with a targeted study. Just answer 3 simple questions:
- Who is the e-mail addressed to?
- What is the customer’s response to communications?
- How to monitor the performance of the implemented strategy?
A clear basis is the most effective starting point. Although the aim may appear self-evident, the communication game is played in the fine-tuning of dedicated targets: strengthening brand awareness, demonstrating a real commitment to green or launching an aggressive promotional campaign are quite different goals even if they aim at increasing customer engagement.
Segment your email subscribers and customers
Subdividing by age and gender is the basis in contact management. Interests and types of searches, purchasing behaviour, but also geographical location are key elements in addressing communications. Those who live predominantly in the mountains, for example, may have different cosmetic needs from those who live a few steps from the sea.
The right message is one that speaks directly to the target audience, getting on the same wavelength is the easiest way to engage the reader. This is what effective segmentation is all about. It is necessary to understand the user’s needs in order to develop useful content and make it usable in practice.
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Measure your marketing metrics
One of the most immediate parameters is the CTR, the click-through rate, since this returns the number of users who access the links sent via the e-mail. This works if the communication design is incisive.
The growth of the newsletter is the factor that dictates the direction of the e-mail marketing campaign, the figure includes both incoming and outgoing users and returns the percentage of interest in the communication tool.
Finally, there is the RPO, the return generated by the specific e-mail campaign. This is a relatively later figure but one that dictates the way forward. E-mail marketing is a complex machine, you need to know how it works to reach your goal.
Automate your campaigns
It is not enough to arrive in the most opportune way, it is necessary for this to happen in exact time. Effective optimisation is the tool that enables correct interval management. This is confirmed by the data: the CTR increases by 152% when the e-mail arrives at the right time.
Hence the need for automation, this expands the brand presence at all times of the day and year. The customer finds the resources that can adapt to their specific needs and this helps to increase the real engagement rate.
Create a newsletter to reach more customers
Quality is the key to a tool that is able to function, the newsletter is not a move to be made in the moment. You need a vision that starts with a clear editorial project, this paves the way for ideas on your own lines.
Cosmetics dictates trends but is nourished above all by results, the newsletter can therefore become the focus of interest. The customer appreciates updates and can recognise opportunities, therein lies the value of the tool. Quality photography and attention to content management are the ingredients of the communication that arrives.
Using e-mail marketing as part of your communication strategy, if well orchestrated, can generate an ongoing dialogue with customers and significantly drive sales. The success of these campaigns depends on the ability to accurately understand and segment one’s audience, constantly monitor performance and, above all, offer valuable content that responds to the specific needs and interests of recipients.
At Studio Concept, we are ready to use these levers skilfully to ensure that each campaign reaches and exceeds the set targets, consolidating customer loyalty and increasing your brand’s visibility in the cosmetics market.
