Desigual, a clear example of how to do good email marketing
Posted: Tue Dec 03, 2024 8:48 am
“Unique places and looks from Barcelona” is the subject of the email that we liked so much from Desigual. Once again, the retailer has surprised us with an excellent email marketing campaign based on Cross Channel and the use of Storytelling.
Desigual is undoubtedly one of the leading retail brands when it comes to email marketing campaigns. We have already talked about some of its emails on numerous occasions and it has become clear that, for us, its email marketing is exemplary. In the “ Email Marketing in Retail
” benchmark that we carried out a few months ago, we were able to small business email list observe that Desigual was one of the most advanced brands in its sector. First of all, Desigual uses the Responsive Email design (unlike most of the brands analysed) in its email marketing strategies, personalises the body of the message and the subject lines, sends an average of 10 emails per month, sends original messages full of freshness, vitality and youth… In short, it has highly trained professionals from the world of digital marketing who are up to the task of doing this type of campaign today. In this case, we bring you an email sent by the company last Wednesday, June 22, where, through different resources, the email manages to capture the attention of users. We wanted to share this email with you to inspire you in your email marketing campaigns and to show that originality and storytelling are two very powerful tools if you know how to use them in this channel . What is so special about the email we are going to see below?
Using Responsive Email
As we have mentioned before, Desigual is characterized by the use of Responsive Email Design . Adapting the email to mobile devices is an essential element to guarantee a good user experience. And this is what Desigual considers, the email looks perfect both on desktop and mobile devices.
Consistency with the brand image
Desigual's emails always follow the same line, faithful to the values and image of the brand. As we can see in the email below, Desigual uses very visual emails, always transmitting the characteristic values of the brand: youth, ease and freshness.
Using Storytelling
We already talked in a post about the importance and benefits of using this technique in email marketing. Email is a fantastic channel for telling stories, even if the story is not fully completed in the email. Desigual uses this technique in email and shares experiences with users in order to transmit, more than products, experiences. This type of email invites and encourages the user to interact with the email.
Follow a Cross Channel Strategy
This email makes it easy for the user to move from one channel to another in a practically unconscious way. The different calls to action redirect you to different channels that make the user experience complete and 360º. The email invites you to watch the brand's videos on the YouTube page and also provides well-marked calls to action so that you can access their social networks and share your experiences with them. This is a perfect example of how to invite the user to interact with your email and create a connection with it.
Using Geotargeting
Geotargeting is the technique of identifying the geographic location of a user who opens an email, in order to offer them a personalized experience. At the bottom of the Desigual email we can see that they invite us to search for the nearest stores where they can buy our brand products. It is a way of making it as easy as possible for the user to convert their products. In this way, if someone is interested in buying, for example, the dress that the first model is wearing, they will know where they can buy it in the nearest store.
Desigual is undoubtedly one of the leading retail brands when it comes to email marketing campaigns. We have already talked about some of its emails on numerous occasions and it has become clear that, for us, its email marketing is exemplary. In the “ Email Marketing in Retail
” benchmark that we carried out a few months ago, we were able to small business email list observe that Desigual was one of the most advanced brands in its sector. First of all, Desigual uses the Responsive Email design (unlike most of the brands analysed) in its email marketing strategies, personalises the body of the message and the subject lines, sends an average of 10 emails per month, sends original messages full of freshness, vitality and youth… In short, it has highly trained professionals from the world of digital marketing who are up to the task of doing this type of campaign today. In this case, we bring you an email sent by the company last Wednesday, June 22, where, through different resources, the email manages to capture the attention of users. We wanted to share this email with you to inspire you in your email marketing campaigns and to show that originality and storytelling are two very powerful tools if you know how to use them in this channel . What is so special about the email we are going to see below?
Using Responsive Email
As we have mentioned before, Desigual is characterized by the use of Responsive Email Design . Adapting the email to mobile devices is an essential element to guarantee a good user experience. And this is what Desigual considers, the email looks perfect both on desktop and mobile devices.
Consistency with the brand image
Desigual's emails always follow the same line, faithful to the values and image of the brand. As we can see in the email below, Desigual uses very visual emails, always transmitting the characteristic values of the brand: youth, ease and freshness.
Using Storytelling
We already talked in a post about the importance and benefits of using this technique in email marketing. Email is a fantastic channel for telling stories, even if the story is not fully completed in the email. Desigual uses this technique in email and shares experiences with users in order to transmit, more than products, experiences. This type of email invites and encourages the user to interact with the email.
Follow a Cross Channel Strategy
This email makes it easy for the user to move from one channel to another in a practically unconscious way. The different calls to action redirect you to different channels that make the user experience complete and 360º. The email invites you to watch the brand's videos on the YouTube page and also provides well-marked calls to action so that you can access their social networks and share your experiences with them. This is a perfect example of how to invite the user to interact with your email and create a connection with it.
Using Geotargeting
Geotargeting is the technique of identifying the geographic location of a user who opens an email, in order to offer them a personalized experience. At the bottom of the Desigual email we can see that they invite us to search for the nearest stores where they can buy our brand products. It is a way of making it as easy as possible for the user to convert their products. In this way, if someone is interested in buying, for example, the dress that the first model is wearing, they will know where they can buy it in the nearest store.