Whenever I shout from the rooftops that every brand needs to have a newsletter to keep themselves top-of-mind to their audience so that when they’re ready to buy, you’re already at the top of the list, ecomm and retail marketers are always convinced that newsletters just can’t exist in retail. WRONG.
Soft Services send these fantastic, super informational, dense newsletters that illustrate their expertise in their area—skin care.
They know that once someone has bought *something* from their store, it’s unlikely they’ll need a top-up any time soon. But they also know the importance of staying in their audience’s “field of view” so that when they run out of that bar of soap or moisturiser, they’ll come back to Soft Services because of the value they’re providing beyond the product.
What Soft Services do incredibly well here is weaving in the product throughout the story in this newsletter. Just because you’re in retail doesn’t mean you need to provide a hard sell in every single email. You can be smart and build stories around the products you’re selling.
Disclaimer: Soft Services own the rights to all content, images and design of this email. The above email has been featured on Email Love because I (Andy King) think it is a great reference to newsletter email design. So things don’t get messy on the email author’s end: I’ve stripped out all the email tracking pixels, campaign links and hosting all the images myself. Read more Email Love legal information.
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