The Fabulous Guide to Email Marketing For Luxury Brands

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Would you like to uplevel your marketing? Where do you not have to rely on social media to reach your audience?

If your answer is yes! Fabulous!

Email marketing is one of the best-owned marketing channels in your business. Plus, it gives you direct communication with your audience and customers. 

In this post, I’ll be going over email marketing for luxury brands and how it can have massive benefits for your business, plus give you tips on how to get started.

What Is Email Marketing For Luxury Brands?

Email marketing is an owned method of marketing where you have a direct connection with the subscribers on your list. 

It’s considered owned because you don’t have the interference of another business controlling access to your marketing. 

For example, instead of worrying about a social media algorithm determining when your audience sees your content. Instead, you can send important information you want them to know directly.

Once you have used best practices to get people onto your email list, you can send them communication about your business. 

The Benefits of Email Marketing For Luxury Brands

One benefit of email marketing for your luxury brand is that it allows you to have an exclusive connection with your subscribers. 

Instead of hoping that your social media channel shows users your content. Email marketing lets you directly send your content to those on your email list.

There are other benefits of email marketing:

  • Building your brand authority.
  • Not solely relying on social media for sales.
  • Have a list of people to share your product offers with.
  • A direct way to survey your audience about your products.
  • Feeling more empowered and confident about your marketing.

These are just some of the fantastic benefits of having an email list, along with being able to market your luxury brand more sustainably. You may be wondering how do you even get started? The first place to start is with a strategy.

Develop An Email Marketing Strategy For Your Luxury Brand

A strategy is your unique method of how your luxury brand will accomplish one of your bigger high-level business goals.

For example, let’s say after reviewing your sales numbers you decide you want to increase your overall sales for the year by 20%. 

Further, you decide that you’d like to utilize email marketing to help you reach your goal. 

Some metrics you could potentially focus on are:

  • Growing your email list subscribers by X amount. 
  • Determine how frequently you want to send out emails.
  • Deciding on how much revenue you’d like to generate from email marketing.

After identifying your goals and aligning them with your strategy, it’s time to decide on which email marketing platform will best help you achieve your goals.

Deciding On A Email Marketing Platform For Your Luxury Brand

Once you have your email marketing strategy in place it’s time to match what you need to a desired email marketing platform. 

Essentially you need an ESP or email service provider that will allow you to collect emails and communicate with those who sign up for your email list.

Ideal features that I think you’ll need for your luxury brands eCommerce store are:

  • Popup forms.
  • Embeddable forms that can go on your website.
  • Customizable email templates.
  • An easy connection to your website.
  • Statistics to check the growth of your list.
  • Workflows & automations that send emails automatically.

There are a few companies out there that would work great. My preferred email service provider or ESP for eCommerce brands is Klaviyo. It integrates seamlessly with Shopify and will help pull in your product information so that your emails can easily be catered to your subscribers.

Plus Klaviyo does a great job of helping you with abandoned carts and has other ways to help you recover a potentially lost sale.

If you are not ready for Klaviyo you can also check out another ESP called Flodesk. It doesn’t have all the features of Klaviyo but will work if you need the very basics of email marketing. 

You can read more about the difference between the two by checking out Flodesk vs Klaviyo: Which One Is Best For eCommerce?

Once you’ve chosen your email marketing platform it’s time to get it set up and put your automations in place.

Setup Your Luxury Brands Email Marketing Automations

Depending on which email marketing platform you choose. Automations are going to look different. But in Klaviyo you can set up the following flows, Klaviyo’s versions of automation.

  • Welcome Series
  • Browse Abandonment
  • Abandoned Cart
  • Post Purchase

If you don’t have the advanced automation feature with your ESP. Then make sure you at least get your Welcome Series email set up. This is where you’ll welcome new subscribers onto your list, send them a discount code (if applicable) and get them familiar with your business. 

You may be wondering how do I even get people onto my email list?

How to Grow Your Luxury Brands Email List

There are a few ways you can grow your email list. I would recommend making sure that you have multiple areas on your website where people can sign up. 

Some great places to put your email list sign form are:

  • On your homepage.
  • In the footer.
  • On your contact page. 

Other ways you can encourage people to sign up to your email list is to…

Use Social Media

You can tell people to join your email list via social media. Just give them some sort of incentive to do so like getting a percentage off their first order. Or entice them by giving them exclusive news first on upcoming releases. 

Be sure to create a link for your bio that goes to a sign-up page to join your list. This is also a great way to stay connected with your social media followers. 

Mention Subscribing At Events

If you are doing any events this would be a great opportunity to have people sign up for your email list. You can give them a link to a sign-up page, have them sign up on your iPad, via a QR code, or whichever method your ESP allows you to collect email addresses. 

Putting A Signup Link In Your Email Signature

This one is an easy miss but when you are sending out emails be sure to link to your store and a link to sign up for your email list in your signature. That way when someone reads your email they can sign up if interested. 

There are other ways you can get people to your email list so check out How to Grow Your Email List As A Luxury Brand for additional details.

Send Newsletters to Your List

Once you’ve gotten people onto your email list it’s now time to start sending them amazing information. I know this can be a bit intimidating if you aren’t sure how to design and write effective emails that convey your brand values and message. 

Go back to your email marketing strategy and the goals you set. Make sure that the emails you decide to send out align with those goals.

Here are some tips for sending effective newsletters to your list.

  • Use an engaging subject line.
  • Keep the design of your email simple and easy to read.
  • Make sure your email written copy encourages people to take the next step.
  • Send out your newsletter consistently.

A recommended email newsletter frequency schedule is:

  • Less than 100 subscribers | 1 – 2 per month.
  • 100 – 1000 subscribers | once a week.
  • 1000 – 5000 subscribers | 2 times a week.
  • 5000 – 10,000 subscribers | 3 times a week.
  • 10,000 subscribers | daily.

This is just a recommendation but factors that come into play are your business goals, luxury brand strategy, and email marketing strategy. So use this for informational purposes.

After you’ve been sending out emails or newsletters make sure that you review their performance.

Optimize Your Luxury Brands Email Marketing

Depending on the size of your email list and the frequency with which you send emails. You’ll want to make sure that you go back and assess the performance of your emails. So that you can optimize your marketing efforts. 

If your email list is smaller you’ll want to give yourself enough time to capture the appropriate amount of data to make informed decisions.

For example, if your email list has less than 500 subscribers you may need to wait longer to see the overall impact your emails are having. Especially if you are only sending 2 emails a month.

After you have received enough data you can then assess the following:

  • How many new email subscribers are you gaining per month?
  • How many of your current email subscribers are turning into customers?
  • How many of your emails are being clicked?

These are just some of the measurable data you can use to evaluate your email marketing performance. 

Now that you are primed and ready to elevate your luxury brand’s email marketing. Set a plan to get it done so you can start seeing your results sooner rather than later.

Are you a luxury product-based brand that’s ready to elevate your brand? Reserve a Luxury Strategy Session to determine your unique email marketing strategy and action plan.

Reserve a Luxury Strategy Session

I'm Karen, a Luxury Brand Strategist and Shopify Expert for eCommerce brands. I take a strategy-first approach to create captivating branding and Shopify website experiences that help you attract high-end customersbuild brand loyalty, and increase conversions. Explore the other insightful eCommerce articles and listen to eCommerce Cultivated to help you grow a remarkable brand. Plus, discover how we can work together to create your luxury experience.


Keep Reading

  • How to Choose The Best Email Marketing Platform For Your Shopify Store
  • How to Grow Your Email List As A Luxury Brand
  • Flodesk Vs Klaviyo: Which One Is Best For eCommerce?

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