3 Ways Perfume Brands Can Optimize Their Email Marketing Campaigns

Email marketing is the most effective marketing channel for perfume brands that are trying to increase their customer retention and lifetime customer value. When fragrance brands prioritize lead collection and email marketing, new opportunities open up. Holiday sales are more effective. New perfume releases generate more revenue and brand initiatives gain more traction as they are able to reach more people's inboxes. Implementing an effective email marketing strategy requires ongoing effort. Here are 3 ways that brands can connect with their customers and subscribers, and as a result, make more sales.

1. Lead Collection

If your email list only contains 200 emails, it doesn’t matter how many email campaigns you send or how beautifully designed the emails are. A fragrance brand’s first priority needs to be: how can I grow my email list with relevant subscribers who are curious about my fragrance brand?

This immediately rules out buying an email list. Getting relevant subscribers entails a longer process that is multi-faceted. One way to increase subscribers involves implementing a combination of search engine optimization and lead collection through popups or static lead forms. Search engine optimization is a vague term to many unfamiliar with what it entails. Ultimately it involves creating content, fixing any problems with the website that interfere with page load speeds, onsite optimization, and doing external PR. When these tactics are executed correctly, it can result in more organic traffic to your brand's website. From here, the goal of the website is to capture people's email addresses.

This can be done with:

-Popup that gives subscribers a discount

-Newsletter

-Discovery set giveaway

-Lead form that gives access to new products

-Lead form that gives access to exclusive content

Collecting email addresses can also happen through running Facebook Lead Ads and partnering with other brands for brand collaborations.

2. Email Deliverability

What is the point of collecting and designing emails if your emails go directly to the spam inbox? There are many ways to ensure that this doesn’t happen with your emails. The first way to authenticate your email domain is by setting up your DKIM, SPF & DMARC records with your email service provider. This will help prevent emails from getting flagged as spam from the recipient’s email service provider.

Email list hygiene is another way to increase your email deliverability. This entails removing unengaged email addresses from your subscriber list. A good rule of thumb is, if your brand has been emailing the subscriber and they haven’t opened up an email from your brand in 4 months, it is safe to remove them from your email list. This will help to increase the open rate of your emails which positively impacts your sender reputation by signaling to other email providers that your recipients are engaged with your emails, thus increasing the likelihood of your emails reaching their inboxes.

3. Email Automations

Email automations are a sequence of emails that are automatically sent to subscribers. Common email automations include:

-Post-purchase

-Popup signup

-Abandoned cart

-Content access signup

The email automation needs to be congruent to the reason the person submitted their email. If someone signed up for a 15% discount popup for one of your brand's discovery sets, the following emails should be relevant to your discovery sets. You would not want to focus the email messaging on one specific perfume as this is misaligned with why they initially subscribed. If a person subscribed to emails based on a popup that promotes staying up to date on new perfume releases, then the following emails should be congruent to this with messaging about building excitement for the new perfume releases. This might include glimpses into product development or ingredient sourcing for the new perfumes.

There is much to be said about the pacing of emails in an automation and the content of the email, however, creating event-based segmentations of the email automation is where the majority of time should be spent.

For example, you have an automation with 10 emails that get sent over the course of two months. If someone only opens emails with subject lines that promote discounts and ignores every other email with subject lines that are not sales-related, you can create an event that triggers them to go to another email automation that is more geared towards selling with more straightforward messaging. Event triggers can also send disengaged people to a completely different email automation that might include less frequent emails. The goal is to customize the email marketing to the behavior of the subscriber. The brand gets more engaged subscribers which leads to a stronger brand affinity and more revenue. The subscriber gets emails that are more aligned with their behavior and how they want to interact with the brand.