Campaigns we like: AllSaints

There are a few retailers that catch my eye in my inbox; AllSaints is one of them. Having signed up to its email marketing programme a few months ago, I now look forward to receiving its emails. Here’s what AllSaints has done right:

The email newsletter subscription is prominent on the AllSaints website. The sign-up button is placed above the fold and just to the right of the sales banner. After a quick and easy sign-up where I was asked the essentials (name, email address and gender), I received a thank you email.

It would have been nice if the welcome message had included an introductory offer or discount, and they may have forgotten my name… but it did include the fundamentals as follows:

1. By using segmentation
AllSaints knows I’m female! Showing pictures of this season’s must-have fashion pieces.

2. By reinforcing the value of the proposition
Including a brief summary of what to expect and also the benefits of shopping at AllSaints online.

3. By having a clear call to action
Including links to shop by section; dresses, denim, footwear which will hopefully lead to an upsell.

4. By reminding the reader to add AllSaints to their address book
This is very important to help deliverability and correct display.

5. By being sociable
Include ‘join the community’ links as well as a download to the App link – and an invitation to ‘Like’ AllSaints on Facebook.

In short, all positive steps in engaging the reader further with the brand by sending a good welcome email – and not a Singer sewing machine in sight!

The journey doesn’t end there! Since signing up I have received appealing product emails (segmented by gender), been offered discount codes by joining the AllSaints Facebook group and received a newsletter featuring its live band basement sessions. This brand is succeeding in engaging its audience by creating not only a well-known fashion label, but a lifestyle both offline and – more importantly – online.

Turning email subscribers into Facebook fans:

It’s important to build touchpoints on every channel that your customers are using in their daily lives, and simple incentives like this will help expand your CRM database across all channels.

Building the brand and engaging the reader:

One of the main purposes of a newsletter is to drive traffic by including value added content for your reader with links back to your website, social media channels including podcasts, Facebook, YouTube or an app. AllSaints has got this spot on in the basement session newsletter. By mixing fashion with music, the brand has created interesting content that people can share on all its marketing channels. Click here to see its YouTube channel.

The newsletter is clean, well laid out and true to the brand with teaser text enticing the reader to click and listen to the basement session. Not only does it drive traffic to the YouTube page, but it also lets the reader download the podcast on iTunes (see below):

AllSaints’ collection of music, fashion and culture has led to a very engaging brand experience. And here’s the good bit: email has played a big part of sharing this culture and building its brand.

Lexi Clarke, Marketing Manager, eCircle
@lexi_clarke

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