How Often Should You Email Your Fashion Store Customers?

I am frequently asked this question. Why is it so important?

Well, you have a list of email addresses given to you in good faith by your customers and you want to do the ‘right’ thing.

Fashion marketing email how often?

That ‘right’ thing involves respecting their privacy, not sending them rubbish and not hounding them.

So most fashion retailers typically end up on the conservative side when it comes to communicating to past customers via email.

What is an acceptable frequency of contact?

Here’s my recommendation…

On one end of the spectrum is the least frequent… Once a month should be the maximum time between contacts. Otherwise what will happen is when you send infrequent emails, the customer is likely to say “What’s this email? I don’t recall requesting this!” and they’ll click on the unsubscribe button. And you certainly don’t want your list to decrease in size over time.

And on the other end of the spectrum is most frequent – it could be daily, weekly or fortnightly (that is anywhere between 1 to 14 days).

However, emailing your fashion customers shouldn’t be just about promoting sales and events. You’ll need to try to offer something of value such as information as well.

"What type?" you ask. Okay, how about something NEWSWORTHY such as new styles women are wearing in Europe and now being seen in Australia. Or how to clean certain types of shoes, clothing, etc. Or style tips – this goes with that. And so on.

By offering good information on a topic or subject, you see a stronger retention of customers on your email list as well as creating more interest in your future emails. That is, your fashion store customers would be more likely to open and read your emails.

Okay – so the plan is to communicate to your customers via email at least every 14 days. Sounds like a bit of work. But, I’ve got some good news for you… I’ve got a shortcut which I’ll share with you on a future fashion marketing post. Stay tuned…

About the author. I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

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