If you have spent time on the Internet, you have certainly been exposed to brands intended for the general public. Glossier. Casper. The Brooklinen Bouqs. Without mark. The brands aimed directly at consumers are a redesign of marketing – and they do not use only Instagram commercials to win your business. They use email to attract a next audience and, as my bank account can attest, it works.
Buyers are adopting more and more marks for the general public, and I would argue that it is not only a question of quality. While this is certainly important, I suggest that it's marketing – and more specifically email – that leads the way.
So, apart from a well-executed aesthetic, what do the courier programs of these brands have in common? I have some ideas:
Incentive Incentive Program
Instead of Black Friday sales and matching promotions direct-to-consumer brands rely on referrals. Word of mouth is a big deal and referral programs give customers a reason to share their product with friends. From the simple but effective $ 20 reduction of a future purchase from Rothy (below) to Brandless's $ 6 credit, referrals are an integral part of the direct consumer business model.
How can you use this idea? Think about what customers are currently getting for sharing your product, and see if you can offer them a new incentive. When it comes to communicating your new sponsorship incentives, the email series itself may be fundamental, but think about the timing. Do not let customers wait a week for their code; send it as soon as possible.
And remember, you do not have to go it alone. Companies like Talkable manage sponsorship programs and show you the basics of the business.
E-mail is not simply used to inform subscribers of sales or discounts; it can also be used to create a connection with your audience beyond your products. This works especially well with topics related to the product you are selling. For example, Knix, manufacturer of bras and underwear, has launched a series entitled "Can we talk about …". The example below suggests becoming a new mom and breastfeeding.
Brandless also uses this tactic in his newsletter Good News, devoted not to their products, but to positive events communicated by their subscribers and users of their products. In many cases, there is no direct link between the good news and their brand, an intentional choice.
How can you use this idea? Think about your subscriber personalities and think about what other content might be associated with your brand. But remember – your goal is commitment. If subscribers do not find your story convincing, your brand will receive fewer clicks and your deliverability may suffer.
Partnerships with other marks for the general public
Partnerships between brands are large companies . Platforms like Wove can help brands find similar audiences on Facebook and Instagram to better target their products. Businesses do not have access to third-party customer data, and a partnership can help both brands build on their existing customer base. But brands such as Classpass, Everlane and Winc have exploited e-mail to promote other brands in their e-mail marketing, from small mentions to third-party shipments.
So, are you ready to send an email as a consumer brand? Start small, make incremental changes, and measure your results. Here are other articles to help you in your quest:
DTC marketing is disruptive and popular, but it's not easy via the Wall Street Journal
Why Are You Buying Products From Companies You Never Heard Of via The Wall Street Journal
Customize email marketing to reach the millennial generation via MessageGears
The Return of Retail Trade and 5 Other Direct Consumer Trends to Watch in 2019 via AdWeek
The prowess in narration is what makes the Challenger brand a preview of the new Adweek poll via AdWeek
Brand book: Learn the basics of D-to-C via AdAge