Email marketing example: the case of luxury brands.
Posted: Tue Dec 03, 2024 9:09 am
We read a post on the blog luxurydaily.com in which Rohit Arora, consultant at BPG Group, reflected on the 8 keys to marketing for luxury brands .
After reading it carefully, we found it interesting to reflect on how luxury brands are approaching interactive marketing in general and email marketing in particular . The article perfectly sets the context in which luxury brands move when it comes to communicating. To summarise, this is it:
Product excellence must be complemented by a value-laden “shopping experience” to justify the purchase of the product.
The pedigree factor linked to the brand's history and values comes into play. This will enable the brand's positioning to continue in the consumer's mind.
Luxury brands must know how to manage the scarcity factor and the chemical manufacturers email lists points of sale so as not to harm their exclusivity and prestige.
Accepting, with the necessary reservations, that this is the paradigm in which these brands operate, we can understand why interactive marketing and email marketing in luxury brands are not being exploited to their full potential . Assuming reductionism, but with a desire to synthesize, we could affirm that the essence of luxury marketing is “creating worlds of exclusivity”, while that of interactive marketing and email marketing is “cultivating relationships and their profitability” . From this point of view, interactive marketing and luxury marketing are on different levels. In fact, we have the impression that the orientation that luxury brands give to interactive marketing puts the emphasis on the enhancement of their attributes and values to the detriment of the relational elements and profitability of the channel.
We believe that luxury brands must find an area in which to reconcile branding and relational orientations without either being penalized but rather enhanced. To illustrate this, let’s consider these two examples:
On the website of Tiffany & Co, the registration form is not very visible, after registration there is no welcome email and the only data collected is the email. It seems that Tiffany & Co is not too concerned with “getting to know” the user, and therefore, relating (intellectually, 1 to 1) with him. The “communicational” burden lies in the brand attributes and values.
tiffany_web
tiffany.es
However, Cartier, another benchmark in the world of luxury, takes a different approach. There are two access areas for users to register, one at the top right “login” and another at the bottom “Newsletter”. Whether you click on login or Newsletter, you are directed to the account creation page. Once the account is created, you are directed to a preference center where you can define your product preferences. Once registered, you receive a confirmation/welcome email .
After reading it carefully, we found it interesting to reflect on how luxury brands are approaching interactive marketing in general and email marketing in particular . The article perfectly sets the context in which luxury brands move when it comes to communicating. To summarise, this is it:
Product excellence must be complemented by a value-laden “shopping experience” to justify the purchase of the product.
The pedigree factor linked to the brand's history and values comes into play. This will enable the brand's positioning to continue in the consumer's mind.
Luxury brands must know how to manage the scarcity factor and the chemical manufacturers email lists points of sale so as not to harm their exclusivity and prestige.
Accepting, with the necessary reservations, that this is the paradigm in which these brands operate, we can understand why interactive marketing and email marketing in luxury brands are not being exploited to their full potential . Assuming reductionism, but with a desire to synthesize, we could affirm that the essence of luxury marketing is “creating worlds of exclusivity”, while that of interactive marketing and email marketing is “cultivating relationships and their profitability” . From this point of view, interactive marketing and luxury marketing are on different levels. In fact, we have the impression that the orientation that luxury brands give to interactive marketing puts the emphasis on the enhancement of their attributes and values to the detriment of the relational elements and profitability of the channel.
We believe that luxury brands must find an area in which to reconcile branding and relational orientations without either being penalized but rather enhanced. To illustrate this, let’s consider these two examples:
On the website of Tiffany & Co, the registration form is not very visible, after registration there is no welcome email and the only data collected is the email. It seems that Tiffany & Co is not too concerned with “getting to know” the user, and therefore, relating (intellectually, 1 to 1) with him. The “communicational” burden lies in the brand attributes and values.
tiffany_web
tiffany.es
However, Cartier, another benchmark in the world of luxury, takes a different approach. There are two access areas for users to register, one at the top right “login” and another at the bottom “Newsletter”. Whether you click on login or Newsletter, you are directed to the account creation page. Once the account is created, you are directed to a preference center where you can define your product preferences. Once registered, you receive a confirmation/welcome email .