The Ultimate Marketing Pack for Fashion Marketing Professionals
Looking for Fashion Marketing tips?
Are you just starting out in Fashion Marketing or wondering which the best practices and tools are to launch successfully your fashion shop, fashion eshop, or fashion blog?
Then, you’ve come to the right place!
This post is a marathon post; it’s not for the faint-hearted.
The faint-hearted can read the TL;DR version.
Fashion makes the world go round, the world go round
Let’s pick up those global fashion marketing spendings and forecasts.
According to McKinsey and the Business of Fashion, the fashion industry is worth $2.4 trillion and it is expected to pick up in the years to come.
The first signs of recovery appeared in late 2016, with very optimistic projections for 2017 anwd 2018.
As the primary reasons for this change, we see digital innovation, digitization of the supply-chain efficiency, and the improvement of sourcing.
Table of Contents
- The place to be for your fashion eshop/fashion blog or business
- Should you hit fashion trade shows at all?
- Getting started with Email Marketing: Designing your email campaigns
- Bonus: Grab two customizable email templates
- Set up Email Automations to streamline your simultaneous, ongoing tasks and serve customers better
- Get 50 email subject lines and ideas for the Fashion Industry
- Three major, quick e-commerce tips
- Setting up your social media content plans
- 5 reasons you should start a blog
- Writer’s block? Here’s a list of 25 ideas for your blog (or newsletters)!
- Setting up your fashion website/eshop
- Making friends in the industry: Synergies and Influencers
- Last, but not least: Reporting
The places to be: London, Milan, New York, and Paris Fashion Weeks
Whether you are the proud owner of a fashion eshop or a hatching fashion blogger, you are already aware you need to stay in the know.
Fashion moves fast, but leaves a trace. Look for it!
So, do everything in your power to get to the Fashion Week of the fashion capital of your dreams.
If that doesn’t work, follow closely all those fabulous influencers and celebrities who attended.
Follow the original fashion week Instagram hashtags, follow your favorite designers’ Instagram live and stories.
Subscribe to every newsletter possible.
And… start working your magic to make it to the fashion week next year!
Fashion Marketing Tips on Trade shows – Should I go to fashion trade shows?
The moment you register your business and start your corporate activity, you start getting calls and newsletters for prestigious trade shows around the world.
If you are just starting out in the industry, you might be wondering whether this would be a profitable investment for your business.
Here are some factors that will help you make a decision:
A) Where are you based?
The “Big Four” fashion capitals are Milan, New York, London, and Paris.
Find out everything about every place you have to be.
If you are based in these cities, then it might be a more cost-friendly choice for you than it would if you lived in Barcelona, for example.
B) Have you budgeted for this?
As soon as you launch and start getting traction, you’ll have more calls than you can keep up with (or afford,for that matter).
They will be inviting you to prestigious, high-profile, invite-only events to showcase your products.
Have you budgeted for all that? If you haven’t, choose wisely.
These trade show displays cost a lot of money and if you are just starting out you need to hold on to your resources.
Maybe you can match your product and branding with another seller and strategically share trade show displays.
C) What is the overall cost?
The answer to this questions will be the forerunner to this question:
Do you believe that networking over there will break the cost even?
Ask people in the industry.
Especially for trade shows abroad, when you are showcasing your products you need a considerable budget, so it is wisest you think twice before answering “Yes”.
The budget may range for a graphic designer to design the trade show display, cover travel expenses for all, and so on.
D) Can you deliver?
When going abroad, keeping inventory in that country or stating your intention to do so in the event of a collaboration, might influence buyers considerably.
Keep in mind that buyers might be discouraged by foreign companies. Why?
Because one of the main concerns will be having to pay higher shipping costs for every international order.
Or risking the integrity of their order due to the long distance it will have to cover.
You need THE Campaign Editor; we give you it
Designing your own newsletter layout is extraordinary!
You have the opportunity to join the amazing world of graphic design and creativity!
I like to think of the creative process as one of the most optimistic acts in and of itself.
You see, to be able to create, you need to be consciously optimistic about what you are creating.
This is the recipe to success.
And, arguably, designing on our awarded, most user-friendly and foolproof campaign editor in the industry makes you more optimistic even!
- If you are experienced in email campaign design, you can create your own layout from scratch on our editor.
- If you are an HTML enthusiast/buff, HTML design is also an option on Moosend’s platform, available across all plans.
- But, if you are 100% inexperienced, you’re the best! You never had to waste time trying to figure out various editors, and you came straight to the source of beautiful templates which are fully customizable!
Here’s the top 7 things you can try on our drag-and-drop editor today! – in order of (my) preference
a) Countdown timer: Personally, I think this is one of the coolest features on our designer.
You might think “Okay, it’s a timer, that’s cool“.
It’s more than that.
It’s a tool that is based on an entire psychological mechanism about scarcity and self-preservation.
And before I go all Dr Phil on you, this is what it is:
You see a timer, what does it mean?
That time is running out.
And stock is running low.
Countdown timers are everything you need to elicit excitement among your customers.
b) A/B testing: Always try different offerings to discover what your audience prefers.
Asking your audience what they prefer (e.g. 20% off VS $20 off, or an offer on tees VS an offer on dresses) can be easily achieved.
Simply set up the campaign to be optimized for click-through rates.
You’ll create two versions of the same email and test it over a percentage of your mailing list.
The one that performs better in terms of CTR will be the winner.
This will be the one that is sent to the rest of your mailing list.
In the same way, you can test your subject lines to see which resonates with your audience, based on open rates.
c) Template Library: We have a library complete with fully customizable templates – available for free.
Simply sign up for a free account to check out our Library!
You’ll love how much you can do… in so little time.
You will just switch a few things around, upload your logo and the photos you want in the newsletter, and that’ll be all!
d) Split view: Are you an HTML enthusiast, then?
You’ll love the split view on our Editor!
If you choose Split View on our Editor, you will be able to code and see what your code looks like, in real time!
So, you get the Design View and Code View at the same time!
e) Segmented lists: Segment your mailing lists regularly to skyrocket your sales.
Your mailing lists are growing every day, every hour!
Don’t leave your mailing lists generic; give them an identity.
For instance, create a segment for the subscribers who have been with you the longest, since you started out, for example.
Or create another segment for those who did not open a specific campaign:
you can then change the subject line of the campaign they didn’t open and resend it to them after a couple of days!
Our Support team on LiveChat (the bottom right box on moosend.com) can guide you through the process.
You can also ask them for specific tips on which types of segments would work best for your business.
For dynamic list segmentation you should check out Automations on Moosend’s platform.
Here’s a few ways with which you could segment your mailing list(s) by:
- Pageview total per product,
- Purchase total made per user,
- Spending total on a specific product,
- Spending total on the website,
- Latest purchases, and so on.
f) Auto-save and Draft history: If you forget to charge your laptop, or there is no wifi reception for a moment, YOU WON’T LOSE YOUR WORK.
Moosend’s editor auto-saves your newsletter design and keeps a full history of drafts for you to go back to.
Before life with Moosend, I used to get a mini heart-attack every time I thought I was going to lose everything I had been working on.
Even 5 or 10′ of work in between saves, can cost me my mood for the day.
Not with auto-saves, though!
g) … for GIFs: I’m not sure this qualifies as a characteristic to switch over to Moosend, but I love the GIF effect!
These are my favorite, top-notch Campaign Editor features.
Unless, of course, you don’t particularly enjoy designing.
In which case, here’s…
…2 stunning email templates to promote your products
Design-wise, you need to establish a newsletter layout and stick to it. You know that.
Your branding should permeate every aspect of your communication, work, and so on.
To achieve that, you can do one of the following:
- Ask your graphic designer to put together a newsletter layout for your brand. This means that they will create for you a header, a footer, and an overall style. They will be able to save these on your Moosend account, in the Editor. This way, every time you design your newsletter, you will simply just drag and drop the separate elements, and customize the rest.
- Or, simply grab one of the beautifully crafted newsletter templates on our template library. These are fully customizable and free across all our plans.Head over to our editor to give it a whirl! It takes seconds to register!
There’s plenty of newsletter designs on our Template Library. If I were a fashion eshop owner I would probably go with one of these, and customize the branding afterwards!
Email Marketing Automations for Fashion Marketing professionals
Before I started working for Moosend, I used to work for a well-known cosmetics company.
My knowledge around Email Marketing was very limited back then (at a time when I didn’t require eye cream or night cream or any cream other than ice cream).
So limited, as in “I know Email Marketing is, like, sending email and all, you know. Like.”
On my first job interview with Moosend there was full disclosure: “I don’t know anything about Email Marketing.”, I told them. And decided to take it up a notch:
“Plus, I think Email Marketing is not sexy.”
It sounded as if I didn’t want to get the job, right?
Panos, one of the co-founders, was on that meeting.
When I said that, do you know what he did?
And the actual words he uttered were: “Can I show you what Email Marketing and Automations can do for a business?”
And there were Automations.
Automations about everything that needs to be automated.
Like you automate your “I’m away on holiday” auto-response on your email, and those who reached out to you are either forwarded to your colleague or reach out by call.
Why are these equivalents?
Because you get the job done and the need is satisfied – without breaking a sweat!
Do you know what I realized?
That I had wasted so much time at my previous job posts, getting back to customers who had not completed their order.
Had we set up Cart Abandonment emails, a great part of my daily tasks would have been streamlined.
You see, with every incomplete order or unsuccessful payment, we got an automated email from our e-commerce platform.
What I would do, on a daily basis, would be that I would personally reach out to every single one of these potential customers.
I would ask them what went wrong, if I could be of help, and providing help accordingly.
To understand the scale of this, we used to run so many facebook ads, as they converted so well for the eshop.
That being said, we would get an average of 2 out of 10 purchases marked as incomplete.
And then, I would have to catch up with the real work that had been patiently piling up on my desks throughout the day. Ughhh *shivers*
So, now, I’ve become an Email Marketing and Automations superfan, going around blabbering to marketers about the benefits and oh-the-time-they’ll-save.
But following my life-changing advice, I must provide further guidance.
On your Moosend account, regardless of the plan you have subscribed to, you can access Recipes.
Recipes are our preset, automated workflows.
Instead of having to create your own automations from scratch, we made a pool of automation templates which tackle the most common pains across industries.
So, here are the Marketing Automations EVERY fashion marketer must have in place for their website and/or eshop:
#1 Happy Birthday Automation: Wish your subscribers happy birthday – and get them a gift!
So, if I ran my own fashion eshop or fashion blog, I would make sure every single one of my subscribers gets a Happy Birthday ecard from me.
Of course, this does not mean that I would have to keep up with everyone’s birthdays.
I would set up a custom field requesting the subscriber’s date of birth, and then link that to a Happy Birthday automation.
The Happy Birthday automation could be an one-off email or a series of emails.
You can send your subscribers personalized e-cards, discounts, gift codes, and so on.
They’ll love you (even more)!
I’d go for something like this:
Subject line: “[Name], looks like it’s your birthday today!”
And you don’t look a day over fabulous!
Happy Birthday from all of us at [brand name]!
*** Insert GIF of the team holding a birthday cake and celebrating***
May your special day be as glamorous as you are!
To help you at it, here’s a small gift from us (insert discount here) 😉
Use it before it expires!
Enjoy your birthday, birthweek, birthmonth!
#2 Anniversary Automation: Celebrate every year your subscribers have been with you!
I know I tend to come out as over-excited about things, but being thankful is one of my favorite things to be!
This one is for Happy Anniversary emails to your subscribers!
The pace of life that we have to keep up with daily is such, that seldom are we mindful and appreciative of what we are experiencing.
So, again, if I ran my own fashion eshop, I would take every opportunity to be thankful and share my gratitude to those who stick with me.
Especially with the fierce competition on online shopping, being chosen from individuals and/or businesses from around the world should qualify for taking a moment to thank them.
So, I’d definitely send a super-enthusiastic campaign that would go like this:
Subject line: “[Name], you’ve been with me 1 year exactly!”
In the subject line, I would go for a name personalization tag, to make it more personable.
The body of the email would look like this:
“I am always looking for three things:
i) reasons to celebrate
ii) reasons to be thankful
And, oh-so-magical, today marks the perfect opportunity to get all three wrapped in one with a ribbon on it (yes, I quoted Rihanna)!
So, [Name], thank you for sticking around and here’s a discount coupon for you to shop online: ***.
Shipping fees are on me, so you can go crazy! And I’ll slip in a little extra something as our anniversary gift!
*The discount lasts the entire week of celebrations for our anniversary! Yayyyy!”
#3 Replenishment Reminder Automation: Remind your customers to restock your product!
Some fashion eshops sell products which are repeat-purchases; that could be anything from hand creams to nail polish, or hair products.
Give them extra motivation to repeat the purchase by rewarding them with, say, 10% discount!
That should keep them coming back!
Subject line: “[Name], I’m no psychic, but looks like you are running out of…”
“Ok, maybe I have superpowers after all!
If you are interested in buying [Product Name] again, then enter this Coupon Code at Checkout: ***.
If you were not satisfied with the product you purchased, reply to this email and tell us why, to win 10% off the next purchase you make on our eshop!”
#4 Website re-engagement Automation: Drive first-time visitors back to your website
You run ads on facebook, instagram, or Google and YouTube.
Hundreds or even thousands of users visit your eshop every day by clicking these ads.
However, what happens with all those users who visited your eshop but did not make a purchase?
Is the ad costs that brought them to your eshop lost altogether?
Get back to all those visitors with a website re-engagement campaign, by setting up website tracking on your eshop!
#5 Cart Abandonment Automation: Remind your customers to complete their order!
This is the Madonna of Automations.
Cart Abandonment automations are so much more than email marketing and automations.
Cart Abandonment automations are a tool for contemporary digital marketers.
For your eshop visitors who do not complete their purchases online you could occasionally activate a cart abandonment automation.
Cart abandonment emails most often involve reminding users of the items in their carts.
To improve their offering, digital marketers will offer a discount or other motivation.
Good news travels fast and users get educated very quickly when there are discounts involved.
For these reasons, occasionally is how often you should be activating cart abandonment emails to avoid them having an impact on your profit margins.
So, as soon as a few users spot your Cart Abandonment automations, they could deluge your eshop with heavy-loaded carts, before checkout.
By activating and deactivating the automation from time to time, users will stop impeding their orders!
So, that’s what my emails would look like:
Subject line: “Uhm, [Name], is this yours?”
“Here’s a few items you left in your cart! Do you still need these?”
This could be followed up by a second email in the sequence, offering the potential customer a discount.
Alternatively, you could go for something like this:
Subject line: “JACKPOT: here’s 10% off if you shop today!”
#6 Dynamic Cart Abandonment emails
Have you checked dynamic cart abandonment templates on our Editor?
These templates feature a number of up to 10 placeholders per email.
– If a user adds 7 items to their cart but does not complete their order, they get back an email from you.
This email is an automatically generated one, and it has a preset number of placeholders.
– If you set the number of placeholders to 5, the aforementioned customer will receive an email showcasing a random selection of 5 out of 7 items from their cart.
– Finally, if you set the number to 10, all 7 items of your user will appear.
These come with a direct link to their cart.
#7 VIP Rewards Automation: Automatically reward your most loyal customers
What drives my decisions and ideas as a marketer is what I like as a consumer.
One very characteristic example of this is that, when I regularly shop from a business, I secretly expect some form of reward on their part, as well, for my loyalty.
I think it shows their appreciation of my brand loyalty and dedication.
But, how do you scale rewards on an eshop based on purchases made?
Piece of cake!
You set up a Loyalty automation on your Moosend account to do it for you!
Our loyalty automations in Recipes are made up of two parts:
1. Loyalty sequence 1, keeps track of the variable that matters to you, for instance, number of purchases.
2. Loyalty sequence 2, serves as a checker of the condition you have set.
For instance, “when someone purchases 8 times, send them a discount”.
#8 Customer/Subscriber Happiness Survey: See how you are doing
How are your email campaigns doing?
Are you wondering whether you could be doing something better?
Maybe you feel that you could be serving your customers/subscribers in a better way.
One way to find out is to send out happiness surveys automatically.
For example, you could automate them to go out 3 or 4 days after your customers have placed an order with you.
This would help you find out more about their satisfaction with the delivery and process.
One main thing to consider
You need users’ and customers’ email address to perform the aforementioned actions.
Combined with website tracking (which we provide for free on our platform) you can keep track of all these events (and so many more!).
– Holding on to customers‘ email addresses only requires adding a custom field to your checkout process.
– As for your website visitors, you can grab their email addresses before they leave your website.
You can install pop-up boxes.
Popups may appear as soon as someone visits a specific page or any page, when they are about to close the tab on their browser, or when they have viewed/read a specific percentage of a page, say, 80% of your blog post.
Be sure to give users an extra motivation to enter their email address, such as 10% discount, $10 off their first purchase, free printables, you name it!
At Moosend, we use Sumo’s List Builder to capture emails.
Another service we like is Exit Bee.
While you’re at it, you could take a look at this guide on email pop-ups by Wisepops.
Do your own market research and find out which service matches your needs best!
Fashion Marketing Tips on Subject lines (4 categories)
Mini table of contents:
- Meet “Refine”
- How to let the brand find its voice
- My fashion-related subject lines …for you
- I’m sharing with you my favorite, latest subject lines from the Fashion industry
You can tell how serious I am about subject lines when you see the section coming with a table of contents of its own.
Full disclosure, ladies and gentlemen.
First, in this section I am going to talk about email subject line tips for Fashion Marketing professionals.
I am also going to share with you some fashion-related subject lines I wrote just for this post.
If I really want to make myself useful, though, I should teach you how to fish.
In case you did not catch my allusion, it was to this quote/proverb/be it what it may:
Give a Man a Fish, and You Feed Him for a Day.
Teach a Man To Fish, and You Feed Him for a Lifetime.
Some of you find it challenging to craft subject lines.
I’ve got news for you.
1) Your subject line game has gotten an upgrade
You can practically automate subject line generation with our powerful little robot: Refine.
You’ll get your score and an overall estimation of how you stack up against the industry average open rates.
That’s not all; we slip some very tangible, actionable recommendations for your subject line.
No matter what you write, you’ll get spot-on recommendations to copy and paste to your subject line.
2) How to subject line: Talk, live, breathe your audience’s lifestyle
Now, for my adventurous readers, who write their own pizzazz-y subject lines fiercely, I need to start off with this tip:
By all means, stay in the know about what is trending.
To build the most contemporary version of a subject line, one that resonates with your audience, you must be one of them.
So must your subject lines.
If you are selling to high-end customers, everything about your subject line must reflect that same attitude.
Your subject lines should sound as though you frequent their favorite restaurants and bars, and visit the same destinations as them.
You must live like you’re one of them, even for a short period of time, in order to get to know them.
2a) How to subject line: Your brand has its own voice
I know this is not very clear, so let me put it this way:
It’s easier for you to write copy for the brand as if the brand is you.
I mean,you could use the language or humor you would use with your friends or people you are friendly to.
This is okay as long as this is part of your personal style and you adjust it by case.
In other words, if your writing style is fun and quirky, adjust the tone per medium or brand you manage.
Otherwise, you would end up giving all the brands you manage the same voice.
What might help you in finding your brand’s voice is matching it to your audience’s favorite artist or influencer.
Always follow the influencers who are aligned with your brand or the memes your target group shares.
Instagram is a great way to keep up with something you do not know all that well.
You can follow hashtags in your feed, and get real-time updates.
Also, every time you follow a hashtag or a user, Instagram’s algorithm serves your content to similar users.
At the same time, your “Explore” feed (:the tab with the magnifying glass) transforms into a source of photos and videos of things you might like.
Doing so, following and liking content, is also part of your Public Relations actions.
This means that when liking posts or following users, you are inviting people to connect with you.
That could mean they check out your work, merchandise, or check out what you do.
However, I would advise you against following every single user you come across.
This would confuse the algorithm and serve your content without a specific focus.
No, you shouldn’t buy fake followers, either, if you want my opinion.
Now, to illustrate my point about the voice of your brand, here’s an example:
Suppose I’m launching a fashion eshop targeting women 25-34.
The influencers I should follow on instagram are a function of my fashion store identity.
So, is my store’s brand personality more to the Rihanna side or Beyonce side? Is it a Rita Ora or Iggy Azalea kind of thing?
Not quite the same attitude, right?
Now, if you reside an non-English-speaking country, things could be different.
Not that your audience would not have heard of these world-famous stars; it’s just that for some countries or cultures, audiences might identify more with local stars and celebrities.
So, draw inspiration from them.
Just make sure the stars you choose are aligned with your audience’s taste.
Now, in the hypothetical scenario above, where I sell fashion apparel online to fierce, strong, intelligent, ladyboss women aged 25-34, I would go for the extravaganza look.
I would spend a fair amount of time watching Rih-Rih’s videos (there are so many videos on fan profiles) and examine the language Rihanna employs.
This means there would be a lot about looking “extra” and “on lock”.
This is exactly what I would want my clothes and brand to give off.
However, inspiration does not necessarily come from celebrities or fashion brands.
Inspiration could spring from artists (painters, etc) or other brands, as well.
If I sold bespoke hats or vintage shirts, I would study Ernest Hemingway and e.e.cummings.
If I sold art, I would choose the voice of the artist who best matched my paintings’ style.
For example, if I sold art, I would probably sell surrealist paintings and emulate a Salvador-like style.
2b) Reminder: You are not the brand
Remember: when producing content for your brand, speak like the brand would.
I’ve worked for many small/medium businesses and the majority of brand owners made the same mistake:
they judged the copywriting based on what they would say.
To my mind, this is wrong.
It is one thing to create the brand and another to be the brand.
This should be clear to brand owners.
I totally understand where they come from, but this is essential to the future of the brand.
No copywriter will ever be able to perfectly replicate that of the brand owners.
This is why it is best to set the tone of the brand personality.
Create a moodboard for the brand, storytelling, and every other branding element that will safeguard the success of future procedures.
This is crucial to specify whether it is your own eshop or you are running it for your employer.
The brand has a voice of its own. If you let it speak, it will seduce millions.
3) How to subject line: Steal this list of subject lines
This is a quick list of subject lines, off the top of my head.
My creative process goes like this:
I write as many subject lines as I can in 5 minutes.
Then, I go back and either change some of them, or delete the ones I don’t like.
Finally,I always run them by my team.
I like to know what they think, and they always help trace what works or what doesn’t, what is clear, and what isn’t.
Feel free to customize them, add name personalization tags or emojis, and more!
Don’t forget to check our new free online tool, Refine; the subject line tester that estimates your open rate success!
3a) Play on words
One thing I love about the English language is its plasticity.
I can use one word in several ways; nouns and verbs are often the exact same type.
Other times, verbs can turn into nouns (see “Our latest post got 5.3K likes).
Or the opposite, as in turning a noun (e.g. “friend”) into a verb (“She (un)friended me”).
(Yep, this is the facebook effect.)
With a new language emerging, digital marketers and copywriters enjoy more freedom while creating their content.
This is one of the ways to do so:
New in: Shades
“Wear your heart on your sleeve. Or shades.”
“These stilettos have us head over heels”
“If the shoe fits…get it for 30% off”
“Sport them sports shoes like Rih-Rih”
“These boots are made for walking. And dancing. And running.”
“These high-heels will give you all the feels”
“No wear and tear with THESE deals!”
“Looking for that prince? Gurl, check out these prices”
Mother’s day/ Women’s day/ Any day:
“Outfits for all hats you wear”
“It’s your birthday! Yayyy! Here’s a little something to crown it all”
“Want the jewel in the crown?”
“Ladies, put a ring on it yourself. YASSS”
“Bang bangle..you shot him down”
“Bedazzle them – 30 ice cold rocks”
“Wear your hair like Kenzo catwalk – all hair accessories”
“Bobby pins for all our Bob hair queens”
“Shop hat styles, at the drop of a hat!”
“Fab hair, don’t care”
“Don’t let them get in your hair, gurl”
“Pixie hair? Do care! Hairstyling tips that you’ll love +Youtube influencers to follow”
“We see eye to eye.. in peacock green eyeshadows”
“Bobby You can’t pin Bobby down, but you can pin Bobbi Brown”
“Once on your lips, forever on your lips – Shop long-stay lipsticks”
“Mom, where are your jeans? Don’t borrow, shop”
“Get hooked up with boyfriend jeans even if you don’t have a boyfriend”
“Forever on your hips? Shop curvy jeans for less”
“We nailed it! 12 tips to..”
“Nail it,don’t snail it – 10 fast-drying nail polishes”
“[Make-up] on point”
“Dress to the nines, not ‘99!”
“Is [trend name] the emperor’s new clothes?”
“30 clothing items that won’t burn a hole in your pocket”
3b) Curiosity killed the cat but not your open rates!
Ok, I admit that you cannot possibly base all your subject lines on wordplays using fashion-related words.
It would soon get boring for you, and mundane for your subscribers.
This is where “curiouser and curiouser” subject lines come in.
The objective is to write subject lines that hint one way, but when one reads the content, the subject line takes on a whole new meaning.
The following subject lines are not 100% content-bound, and can be used across a variety of industries… provided that language and brand personality align.
“Did you miss this?”
“You can’t miss this.”
“Your A-ha moment of the month!”
“Oh…MY…GOD! *reads in Janice voice*”
“This can’t be legal!”
“Are you guys sure?”
“Yep. So much yes. Yassss.”
This writing style is very much like BuzzFeed’s; I believe theirs were the first email subject lines of this kind.
Of course, now, there are so many examples of fashion brands which have picked the trend up.
Now, if you are going for a “cozy” communication approach, with your team signing their messages or the newsletters they send:
“We are obsessing over THESE”
“We are lurvin’ this new trend…”
“Here’s our top picks for this spring”
“Our editors are looking out for your wardrobe (and budget!)”
“We’ve been meaning to show you this”
“[Name], we think this is for you”
“We absolutely heart this new coat, yes we do”
“Found the color that goes with EVERYTHING”
Design your own subject line schedule, using a combination of the aforementioned styles and tips!
If you need any help writing your subject lines, feel free to ping me at email@example.com.
4) How to subject line: Real-life examples of subject lines I liked
Some people collect stamps, others collect nails polish, some others shoes.
I collect ideas.
Whatever I find smart or funny I printscreen it, cut it out, take a photo of it.
You could say I am clingy, in some way!
I also do this with subject lines and email content.
So, here’s the latest email subject lines I loved from February’s newsletters:
How Skinny Dip London launched a new iPhone product:
Subject line: The X You’ll Want In Your Life…
I loved “The X you ll want in your life” for Skinny dip’s new iPhone X cases.
The subject line is intriguing and I am confident it received a very impressive open rate, for one thing!
The triptych of subject line + advertized product + customer perception is a perfect example of building a brand persona.
Check out TOPSHOP’s way of launching a new item
Subject line: Come rain, shine or snow…
Topshop’s “Come rain, shine, or snow…” subject line perfectly captures the transitional phase of spring weather conditions.
Additionally, the “Plus, up to 50% off knitwear!” message does a good job raising that open rate!
A great invitation to shop coats and jackets by TOPSHOP.
Let’s have a toast to TED BAKER’s subject line!
Subject line: Stay toasty in Ted’s stylish layers
This subject line from TED BAKER is very cozy, don’t you think?
I like how sweet the subject line is; it probably strikes a chord thanks to a deeply ingrained self-preservation instinct!
kate spade has the purrfect way to introduce a new product
Subject line: the bag that started it all (and cats!)
Famous for their amazing email content, kate spade does it again.
I love how this content and copy has a double meaning AND is funny, at the same time, too!
I also love how the content of the email is so rewarding!
The content clearly overshadows the subject line in this one!
It’s a tricky practice, investing in content more than you do the subject line, but you can’t have everything!
Plus, it’s a pleasant surprise for all, is it not? Unless you haven’t gotten to click it, of course.
A few quick e-commerce tips for Fashion Marketing professionals
1. Know how you store customer data
Have you heard about the General Data Privacy Regulation (GDPR)?
GDPR extends over a number of areas, from social media networks to marketing tactics and running contests online to email marketing.
Facebook has already announced its compliance with regard to the GDPR, effective May 25th, 2018.
In that light, every business with European customer data in their possession must be compliant well before the aforementioned deadline.
You should, too.
To that respect, businesses must be able to provide proof of their subscribers’ consent regarding their opting in to receive communication from the company.
To do that, among other things, email marketing managers must choose from keeping their lists Single, Double, or Soft Double Opt-in.
2. Design your own calendar of shopping opportunities
Think of any possible case in which your customer personas would shop from you.
Is it a girlfriend’s bday, a babyshower, a pre-wedding game, or a break-up party?
Send out newsletters for each one of them.
You can refine these along the way, see which ones perform, and proceed accordingly with the rest.
Combine that with a social media calendar of national, international, and world days for your audience!
For example, on National Doughnut Day you might want to launch a yummy, doughnut T-shirt collection!
3. Be customer-oriented
With regard to content creation, if I worked as a Fashion Marketer, I wouldn’t restrict things to sell-sell-selling.
I would make the brand content about lifestyle.
Fashion is, after all, a way of life.
For example, you could share free how-to guides for home decoration, for example.
Or, free printables of DIY projects for recipe cards.
Share tips or things that complement your offering and brand personality.
These help establish a more personal relationship with your subscribers/users.
Short Case Study: I recently took up lettering as a hobby.
I signed up to a few manufacturers and bloggers’ mailing lists to keep up.
Needless to say, I was ecstatic with joy when I started receiving free worksheets, or when I was able to download practice sheets for free!
Thanks to my email subscription, I can now keep up with the latest products and tips. Getting my hands on useful content helps build a more solid relationship with the brand.
It gets really hard to check every single website regularly, so what does not reach me on instagram does so in email.
The best part? It’s material that I would otherwise have to pay for.
But this gives me the opportunity to try their service and makes it less risky a venture for me to sign up to one of their online courses because I will literally know what I am signing up for, beforehand!
This is also indicative of the fact that these newsletters I so much look forward to are all about me, and what I need, not about them.
Your Social Media presence is your VIP Lounge Pass
Fact: Email Marketing gives you the highest return on investment.
We’ve already talked about the Email Marketing – Social Media face-off and let numbers do the talking.
Now that we got this out of the way, let’s talk about social media.
The social media network list is growing with new entries (such as VERO) and other, more specialized ones (such as Dribbble, for designers):
That’s a lot of content to keep up with, right?
This is why you must choose what social media networks you join, strategically.
Some of the points I would consider would be:
- Target audience – age group presence match: Age groups are not distributed evenly across all social media networks, so you need to find here your target audience is.
- Algorithm: How does the algorithm of the network work? Does it favor users more than it does business pages, like facebook? This might mean that your advertising costs will start growing as it becodifo reach the people who matter to you.
- Advertising: Can you advertise on that platform? This is particularly important because it gives you flexibility to adjust your spendings based on your growing or shrinking needs, froms time to time.
If you are not on Facebook, do you even exist?
Yes, this is arguably the most popular social media network out there.
In terms of outreach and ROI, Facebook is second only to Email Marketing.
Zuckerberg’s platform gives digital managers access to the largest pool of
Despite the occasional glitches and bugs here and there, Facebook gives you the highest value for your money.
The pool of data that Facebook has access to through our public profiles is a great advantage for digital marketers who can spot potential customers with refined ads.
By boosting a Facebook post or designing an ad you can see what works best and what doesn’t.
- Facebook’s Custom Audiences help you target your customers
Did you know you can upload your entire email list on Facebook?
With Custom Audiences, you can rest assured that your email subscribers are reminded of your newsletter again!
If you are on Instagram, get yourself a unique hashtag
A couple of years ago, the trend was to create a hashtag that describes your business.
For example, if you sold hair care products under “Rapunzel”, you could go for “#Rapunzelhair”.
If you sold hair gel, too, you could go for “#Rapungel”.
In which case, you should bear in mind that humor would have to be a quality of your customer persona.
You could not just be playful with a posh brand.
(Also, if you get paranoid over something going wrong like I do, do make sure that your puns don’t mean anything else in another culture or language. A plain ol’ Google search should do it.)
Now, back to the hashtag trends… the trend has changed.
Hashtags do not have to be branded.
Instead, hashtags can be phrases that reflect the brand’s look and feel.
For instance “#PrincessHairIsMe”.
Increasing your Instagram followers is not a race; don’t buy fake follows/likes
I understand and absolutely feel you; posting from a 350 follower account is not as fabulous as doing so from a 25k account.
But fake followers won’t get you anywhere.
Espescially since you will soon have to purchase likes as well; you can’t have 25k followers and just 25 likes on every post, right?
So, instead of wasting money on phishy practices, invest that money on creating and curating content.
If you need to establish and maintain that posting frequency, but you cannot afford to hold as many professionally photoshooted items, you can:
a) use user-generated content
b) share/regram post from other users in your community (synergy, I’m looking at you – you are making friends).
Choose posts that match your instagram mosaic, as I like to call the grid of my Instagram profile.
Here’s another example:
You own a fashion eshop.
To avoid rendering your posts mundane, post an inspirational quote that reflects the look and feel of the brand.
Another idea would be to post an inspirational photo.
One of the accounts I have in mind when writing this is Estee Lauder’s Global Beauty Editor (@violette_fr):
In this screenshot of 12 photos, @violette_fr intelligently blends her work (:makeup) and lifestyle (:business trip to Argentina) with art and inspirational photos.
In fact, almost half of the photos are art-related, while the rest are about lifestyle.
Throw a giveaway contest on Instagram
Posting a contest on Instagram is a great way to drive traffic and engagement to that network.
Use your other social media accounts to advertise it.
For example, design an integrated communications plan to go out on Email, facebook, etc.
Motivate users further by extending the duration of the giveaway, e.g. by making it a three-day contest.
This should give users more time to join in the contest, spread the word among their friends, etc.
This could be like a scavenger hunt by sending out clues via email, and instructing users to head over to your Instagram stories (which disappear in 24 hours), etc.
Post user-generated content
Create a sense of community by posting user-generated regularly.
Start by posting your customers’/users/ photos and give them photo credits, and mention the items on the photos.
Since bios are the only place on Instagram to post a clickable link to, update the link in your bio, and redirect them there.
Choose user photos which align with your photography and photoshoots.
This will implicitly educate your users, too, and send in similar photos.
How can I keep up with all these posts?
- First of all, you can schedule your newsletters on Moosend’s platform (considering different time zones, as well)
- With regard to scheduling your posts on Facebook, Twitter, Instagram, Pinterest, Google+, and LinkedIn, we enjoy using Buffer because it is simple, straightforward and reliable.
- For scheduling Instagram posts alone, you could also check out Later.
- To keep up with posts and content, what will come in handy is, as mentioned above, your own social media calendar. There are tons of free printable social media calendars online!
5 Reasons You Should Start a Fashion Marketing Blog
Keeping a blog updated is hard work, but it does pay off:
1. Your blog readers know that they can count on you for fresh, updated content.
It also shows some form of commitment on your part.
2. You gain authority on the topic you blog about.
3. You add value to your subscribers and readers’ time; to talk about more things, new things, exciting things, you become self-motivated to learn more.
4. It’s good for SEO purposes, as it helps with ranking.
5. On your blog, you can diversify the content of what you write about.
Your subscribers can find out more about the origin of the fashion brand, or more about the designer, or where they draw their inspiration from.
A blog could give your subscribers a well-rounded view of the lifestyle and mentality that go with the brand.
For instance, there is this cool fashion designer; you like everything they design, you love the colors, textures, and styles.
Eventually, you will grow old of the same thematic content and either disengage with the blog or with the brand altogether.
As a Fashion Marketer, you must maintain interest levels very high, at all times.
You must stay a step ahead of what your subscribers need (and of what your competition is doing).
This is “building brand identity”.
Now, imagine a fashion brand shared home deco tips. Or a “Home Decoration” special (very “Architectural Digest”-y) with sneak peeks from the designer’s home.
25 Blog Post ideas
Coming up with new ideas for your blog can get tricky, so I prepared a list of blog post ideas you can write or newsletters to send out.
1. An honest product review for fashion item
2. A “Currently Obsessed with” list
3. Defining/Discovering/Exploring different fashion styles
4. High-fashion designer comparison
5. “How-to” series: Colorblocking
6. Share your fashion story – in photos!
7. Long hairdos VS short bob hairstyles
8. How to store your fashion accessories (like Anna Dello Russo)
9. Create a Fashion Moodboard frames for free download with your favorite Pinterest photos
10. A post showing everyday looks / business looks / essential items
11. A compilation of your favorite fashion/makeup tips from fashion designers
12. 5 tips for bettering makeup styles with outfits
And that’s not all, yet! Here’s 13 more:
13. How to match hairstyle to different outfits- making a library of polaroid looks and fancy hairdos and hairdonts
14. Newsletters to subscribe to or art newsletters
15. How to add shadows or highlights to your makeup
16. A breakdown of iconic style icons (see Iris Apfel)
17. How to mix and match items successfully
18. Why you should never throw clothes away (Recycle or lock them in a time capsule)
19. The best embroidered pants to wear (or to make)[see seasonal trend] 20. The best flat shoes we saw this year
21. Add links to posts you liked or enjoyed reading. That could also put you on the map.
22. Revamp a previous blog post with new photos
23. How to win over the world of instagram : Colorful backgrounds for your photos and photo editing apps
24. Tutorial with a fashion expert
25. A Post full of free printables!- the favorite recipe by Audrey Hepburn in your branded printable design layout
Do you run a fashion website/eshop?
Set up website tracking
Show your biggest fans that your gratitude!
With Moosend’s powerful website tracking and ecommerce integrations, you keep track of campaigns opened, clicks made, products viewed, page views, purchases, and so on.
Once these records reach your preset score goal, they will trigger an action.
Here’s a quick list of how you can implement website tracking and advanced segmentation, for those who:
- Abandoned their cart → Send them a series of reminders
- Are new subscribers → Send them a welcome email sequence
- Purchased anew → Send them a “Thank you” email sequence, including “Other items you might like”, etc.
- Have spent a year on your mailing lists → Send them a “Happy anniversary!” workflow
- Have been loyal customers for longer → Send them a reward email
Find your ecommerce platform (check out our one-click integrations here) and plug your website in.
Why you need this? Because you are starting an eshop in 2018, and you can harvest the power of technological advancements.
When running ads on Facebook or offline, etc, you get many first-time visitors to your website.
If they leave without shopping, then you’ve wasted the ad spendings and you’ll have to spend more money to get them back next time. So, you would have to spend from scratch every time. But not with website tracking!
Every website re-engagement workflow on Moosend does not cost you more than 1 credit/email per subscriber!
You see, all subscription plans on Moosend are subscriber-based, not campaign-based ones.
This means that you are charged per subscriber not per campaign, on Moosend!
Try Conversational Marketing
Offer a helping hand to everyone who visits your website/eshop!
By setting up a Live Chat box you could keep track with your audience, what they are looking for.
Essentially, this would give you valuable insights on how to serve your customers better.
Your Synergies in the World of Fashion
–Keep a list of influencers, bloggers you could synergize with to take things to the next level.
–If you can’t afford them, see who will do a free feature as long as they get to keep the items.
State clearly the specifications of the deal: facebook post, instagram post, unboxing on Instastory and more short clips, their adding a link on their Instastory for followers to swipe up to, Snapchat.
I remember this case of a blogger in a European country.
They reached out to our brand, asked us to send them free stuff and when they received them, they took THE sloppiest photo ever.
I was primarily shocked because the rest of the photos on their Instagram profile were okay, but our product looked smashed, as if it had spent a night on set with the HANGOVER movie crew, only for real.
Lesson learned: Don’t stress over whether you are coming out as a snob.
Maintaining your branding (intact) is your number one priority in everything you do.
Do not worry whether you’ll be judged or be called overprotective.
Chanel did not build her brand name by saying Yes.
-Working with professional influencers helps you gain social proof and get unique content.
You don’t have to do the traveling, just pay for the shipping costs!
-Synergize among your channels: drive email subscribers to like you on Instagram, from Facebook to Instagram, and so on.
Don’t scroll away when you read this: You need Reporting
Reporting is not as scary as you’ve been led to believe.
In fact, it can be a fun and creative process– because it is!
“Why do I need reporting?”
Every idea you had has a score and a specific weight.
You need reporting because you need to be able to measure the performance of your every action.
You also need it because at any given moment you might need to compare and contrast your performance over one period against that in another.
By posting/sharing your ideas, videos, photos, content, you see how that stacks up against your competition and on your users’ perceptions.
Is what you posted well-received?
Is this new dress as beautiful as the previous one? Because it didn’t sell as fast.
Maybe it is the design.
Or is it the price?
Maybe it is that you didn’t promote it as much as you did the previous ones.
This is where establishing processes comes in.
For every single product you upload on your website you should follow the same number of steps and spend the same budget like you did for the rest in the same category.
That is, provided these items are cornerstone items for your store, therefore spending is worthwhile.
If not, then don’t.
In which case, a simple post across your platforms should suffice.
The same goes for blog posts, newsletter, and all types of content you put out there.
Fashion Marketing is all about having fun with all these fancy Marketing tools out there.
The more you play, the more you discover.
The more you discover, the bigger you grow.
And the bigger you grow, the merrier you get!
1. Keep up with the latest fashions and catwalk styles.
2. Go to fashion trade shows, if you are looking to enter a new market. That should give your brand a boost and increase brand awareness in the target country.
3. Engage in Email Marketing – that is, only if you are looking for the highest return on investment for your money.
4. Design your own email campaigns or customize our templates. Whatever is sassier!
5. Set.Up.Email.Automations. You will skyrocket your growth and keep your customers happy, while automating many procedures. Automating procedures means fewer mistakes.
6. Find your brand’s voice.
7. Write subject lines for your brand’s voice. Or steal some of our own.
8. Join the social media networks your ideal customers are using.
9. Advertise on social media to drive more traffic to your website. From there, popup boxes will pick up to capture emails and feed these into your automations. Sweeet!
10. Start a blog for your brand.
11. Writer’s block over writer’s blog? Here’s a list of blog post ideas (or newsletter ideas, if you may).
12. Make friends in the industry: influencers, celebrities, fashion stylists, even make-up artists. Get to them.
13. Keep a list of how every single action you took performed and compare accordingly, regularly (yes, I avoided the word “reporting”).
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