New Collection Launch Email Campaign
Krimson Klover launched their new Spring Summer 2022 Collection in March to their direct-to-consumer database at the beginning of March by sending out biweekly emails and social media posts.
Email Templates
The email campaigns were planned months in advance. Templates for each type of email was created so that each biweekly email was easy to update and the content was consistent for the audience. Email campaign templates were adjusted according to metrics from previous emails to encourage increased click-through rates and placed orders.
Automated flows were updated with season-appropriate creative to ensure a thorough brand presentation.
Audience Segmentation
The brand's audience was segmented so that the new collection notices were sent to consumers that were highly engaged with the brand's communication efforts. This engaged segment of profiles ensured high open rates and industry-standard click-through rates. One email each week was re-sent on a Saturday to a segment of this audience that had not opened the emails sent that week, ie., non-openers. This re-send to non-openers allowed an additional opportunity for engaged customers to interact with the communication and click-through to explore the new collection of product and make a purchase.
Email Examples Coming Soon!