As this email from women’s fashion brand Lou & Grey shows, social media can be leveraged in many ways to build a brand.
Mailer Name: Lou & Grey
Date Emailed: June 27, 2016
Launched nearly three years ago, this Ann Taylor brand meshes activewear with casual street wear. This email reaches out to social media fans of Lou & Grey.
First, the subject line announces: “The pieces with the most ‘likes.’”
Next, this teaser is followed by a headline in the email that includes a company-branded hashtag.
Then, the paragraph boasts: “These Instagrammers + our clothes = a match made in style heaven.” It directs recipients to the company’s Twitter account for more fashion-forward ideas. Two call-to-action buttons give recipients the choice of shopping via Lou & Grey’s website or following the brand on Instagram.
Finally, three brand evangelists from Instagram are highlighted in the email. Each fashionista appears with her Instagram name displayed twice. One main and two smaller photos are part of each listing, with each woman featured wearing her favorite item in all of them.
Just as important, however, each profile also includes a testimonial from the customer, explaining why the item is her favorite.
Images can be powerful enough to stand on their own. However, they can often be even more credible and engaging to prospects with copy supporting them.
Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, automotive, financial services, travel, and publishing. He writes for the e-newsletters Today @ Target Marketing and Total Retail Report.He has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.