12 newsletters fashion brands should be sending.

I believe emails are as precious as diamonds! You should keep them stored somewhere safe and look after them for life.

Most fashion brands customer journey starts with purchase. So what’s next? How should you be keeping that customer engaged and in love with your brand?

“When companies themselves craft the customer journey, they create a personal experience and aesthetic that is unique to the company. That company-directed journey helps the customer feel connected to the brand, which results in greater brand loyalty.” — Racked

Never forget your customer journey is yours to shape. Read on to learn what are the 12 newsletters fashion brands should be sending.

12 newsletter

12 newsletters fashion brands should be sending.

  • Welcome email.
  • Content email.
  • Promotional email.
  • Personalised product recommendations.
  • Abandoned cart emails.
  • New inventory.
  • Post-purchase email.
  • Review request email.
  • Testimonial email.
  • Reactivation email.
  • Holiday email.
  • Birthday email.

Welcome email.

Let’s start with the most obvious of emails the welcome email. Its purpose is thanking customers for their order, as well as, adding them to the mailing list, whilst welcoming them to your community.

This email should not be overlooked!

Content email.

This email is used to promote your brand in some way. Most fashion brands focus their content email around the product, however never overlook other more creative topics that you could be educating them on.

Here are a few ideas:

  • Email 1: Tell Your Story
  • Email 2: Style Tips
  • Email 3: Guest Blog Feature

Promotional email.

As a minimum when gaining a new customer ensure you’ve sent a welcome and at least 1 x content email before sending a promotional email. 

Promos can be used for 3 key reasons:

  • Increase average order value.
  • Get rid off overstocked or old items.
  • Encourage repeat purchases.

"Emails are as precious as diamonds! You should keep them stored somewhere safe and look after them for life!"


Personalised product recommendations.

This doesn’t mean sending the same blanket email about dresses to everyone!

Fact: Personalised emails deliver 6x higher transaction rates vs generic newsletters.

So take your time to review each customer’s orders before sending a personalised recommendation. To note, to start with this will be a manual task until you can invest in AI for your business.

Abandoned cart emails.

Firstly, your customer probably isn’t expecting a reminder email so your subject line should clearly indicate what your email is about.

Knowing that your customer probably left their cart due to the costs of the shipping or to find a better price elsewhere, offer free shipping or a small discount to sweeten the deal.

This is a great method to make them feel noticed as well as close the sale for you.

New inventory.

This email doesn’t require much of an explanation and differs slightly from Content email.

New inventory emails can be sent in anticipation of a collection launch, as well as, on launch day. You can also use this email to tell customers when you’re best-sellers are back in stock.

Post purchase email.

  • Post-purchase email receipts have an open rate of 70.90%.
  • The probability of selling to an existing customer is 60-70%.

Here are some examples of what you could include in your post-purchase email:

  • Post-purchase survey.
  • Coupon code for next purchase.
  • Referral code.
  • Cross-sell product recommendations.
  • Links to social profiles.
  • Link to share purchase on social.
12 newsletters fashion brands must send

Review request email.

As a new fashion brand, this is essential to your brand’s growth. You need customer reviews to influence product development, to influence your pricing strategy, your QC strategy, as well as, build trust with new customers that are reading these reviews to persuade them to make a purchase.

Testimonial email.

Now that you’ve collected great product reviews (once you start sending Review Request Email), start emailing them out to the rest of your database. Spread the word, let customers know about what your other customer love!

  • 88% of customers trust online reviews as much as personal recommendations.
  • 72% will only take action once reading a positive review.

Reactivation email.

Automate a re-engagement campaign for dormant subscribers after 60 days.

An example of your email title could be:

  • Email 1: “We’ve missed you”
  • Email 2: “50% OFF EVERYTHING – JUST FOR YOU”
  • Email 3: “You will be deleted from our list in 7 days”

Holiday email.

Is a specific promotional email sent on one of the key calendar holidays.

Examples being:

  • Black Friday, Christmas, Ramadan, plus other traditional calendar holidays.

Birthday email.

This is a fantastic personalised email that I encourage all fashion brands to send, however only if your customer chooses to share their birthday with you. Make sure you ask permission!

On their birthday you could send them a birthday gift. The gift could be:

  • Discount code, a credit note, even a physical present! Get creative here!

You might be wondering; do I have to write these emails every time for every customer?

Don’t be silly of course not! There are numerous EDM systems you can use; I can recommend MailChimp it’s a good tool for start-ups and those that are new to email marketing. Go and check it out to learn how you can automate you 12 newsletters fashion brands should be sending.

Are you wondering what else you need to know as a new fashion brand just launching into the industry? It’s all covered in this amazing 6-steps to launch a fashion brand online course. Don’t miss a trick and learn from industry experts who have successfully launched their own and several other fashion businesses.

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