Fashion and homeware brand Cath Kidston is taking a content-focused approach to direct marketing, with a particular focus on email to showcase the lifestyle appeal of its in-house designed prints.
Ecommerce director Lynn Ritson says email is particularly useful in building excitement in the lead up to key events, such as the release of the brand’s first collaboration with Disney on 26 September. In the weeks prior to the launch the team teased email subscribers with exclusive imagery from the collection. When consumers were offered the chance to buy products from the range in a subsequent email it attracted a 69% open rate and 52% click-through rate.
“We’re lucky as our brand lends itself perfectly to being content-focused and as we design our own prints we can bring to life the story and inspiration behind each one, which naturally leads to interest,” explains Ritson.
“Emails are still really strong for us, but we only email when we have something truly valuable or helpful to say. Simply sending push emails with random products is not acceptable and the customer is frustrated with this approach.”
Aiming to better personalise email content the team gathers cross-channel customer data, analysing browsing behaviour by device, looking at where customers shop, frequency of purchase and lifestyle changes.
Despite taking a content-rich, lifestyle heavy approach, Ritson integrates offers in her direct marketing at key points throughout the year.
“Offers should be used tactically otherwise you train your customers to never buy full price,” she warns.
“We have seen a real shift in customer mindset where they have been trained to wait for offers or sale periods, so we have worked hard over the past few years to change this behaviour and we try where possible to focus on brand-led communications with promotions at key times of the year.”
Innovation in direct marketing will come from brands who can execute multimedia campaigns based on strong data that not only drive sales, but also promote customer loyalty, Ritson adds.