Retail Email of the Week: Parachute Leverages Blog Content

An email from Parachute, a home essentials retailer, teases content from its blog to improve the customer experience and build its brand.

Mailer Name: Parachute
Date Emailed: May 30, 2017

Founded by Ariel Kaye in 2014, Parachute sells high-end bedding and linens at more down-to-earth prices. While its wares are designed in Venice Beach, California, they’re sourced and manufactured around the globe.

While Parachute's products have often been a source of inspiration for fashion bloggers, the company has used its own blog to inspire shoppers. This email presents May selections from the company’s website.

The top story from the blog features an interview of Michael Dubin, founder of Dollar Shave Club. A single image and a line of copy get the customer to click on the call-to-action button. In the interview, Dubin shares some of his grooming secrets, among other things. The content of the blog post aligns nicely, given that Parachute sells bathrobes, towels and bath mats.

Two other blog posts provide additional food for thought for customers relating to Parachute’s products. This is especially important for a company selling tactile products online to establish credibility.

One post gives tips and options for setting a table. Another details Parachute’s new Leaping Bunny certification as an animal-friendly company. “Brands with this designation must uphold the highest standards of compassion,” the post reads.

In each case, the call-to-action buttons are labeled in a more proactive, friendly fashion. “Take me there” reads one. “Yes please” says another.

Parachute's customers can forgo all that reading and begin shopping immediately. Three blocks are positioned at the bottom of the email for the retailer's bedding, bath and tabletop items. Each product block consists of an image and a button that clicks through to Parachute's website.

The Takeaway
Besides educating the customer, stories also help deepen the trust between retailer and consumer.