Email Marketing is Not DEAD
Carolina Sojoguti
2 min read
It's just... boring. PAINFULLY boring. Scrolling-through-20-newsletters-while-my-eyes-glaze-over boring. Most brand emails I get?? Lost. Deleted. Gone forever in the abyss between a Sephora sale announcement and a toothpaste subscription reminder. And honestly, can you blame anyone???
Half of these emails still read like: “LAST CHANCE!!!! 20% OFF. BUY. NOW.”
t’s giving… 2014
Not Q4 of the most competitive year beauty has ever seen.
But here’s the thing, some beauty brands are getting it right!!! There are a feeew things working right now. And It’s actually very simple AND very human!
n 1. Storytelling BEATS shouting!
Brands like rhode skin, Glossier, Inc. don’t email you.
They talk to you. Short. Warm. Editorial.
Feels like a friend, not a funnel
n 2. Education as currency
Kosas emails about ingredients.
Summer Fridays emails about routines.
Glow Recipe emails about skin moods.
They don’t say “BUY.” They say “Here’s something you’ll care about.”
n 3. Micro-personalization!!!
Not “Hi {FIRST NAME}.”
Buuuuut:
- shade-based recommendations - refill reminders - behavior-based nudges
Not creepy. Just helpful.
n 4. Low frequency, high intention
The best brands aren’t emailing every day.
They’re emailing when they actually have something worth opening.
(Shocking, I knowwww)
n 5. Design that feels like content, not an ad
Less banners. More editorial clean, digestible layouts.
Like opening a mini magazine on your phone.
Because the thing is..
People don’t actually hate emails.
They hate IRRELEVANT emails.
So next time, think before sending an email..
If you wouldn’t open it,
no one else will...
Email isn’t dying.
Bad content is!
Content