Best Email Marketing Campaign Examples: Apparel and Skincare Brands

Email marketing campaigns are one of the most underrated and overlooked marketing tools out there. It’s a highly efficient way to expand your reach, personalize your content for target audiences at every step, and boost your conversion rate.

According to Tidio, each dollar spent on email marketing yields a return of between $32 to $45, with an average of $36, depending on the industry. With the retail, ecommerce, and consumer goods space, average ROI hovers at $45 per $1 dollar spent.

Not only that, revenue from email marketing is forecast to grow to nearly $18 billion by 2027, with marketers reporting that 27% of their website traffic comes from email marketing campaigns. In other words, email marketing is a significant source of where your traffic, and as a result your sales, are coming from.

Effective Email Marketing Campaign Flows For Your Ecommerce Brand

Before we dive into our examples of email flows, let’s review the key ecommerce email marketing campaign strategies that you can use for your direct-to-consumer (DTC) apparel and skincare brands.

Remember, these email sequences can help your brand nurture leads, drive sales, and boost customer loyalty in the long run.

Here’s what you’d want to implement:

1. Welcome Series

A welcome series introduces new subscribers to your brand, sets expectations, and starts building a relationship.

This includes:

• Thanking subscribers for filling out the signup forms and offering a discount on their first purchase
• Educating them about your brand story, values, and unique selling propositions
• Providing valuable content like styling tips or skincare tutorials

2. Abandoned Cart Emails

Nearly 70% of online shopping carts are abandoned, but timely follow-up emails can recover many of those sales.

This includes:

• Sending a series of 2-3 cart abandonment emails reminding the shopper of items left behind.
• Including product images and a prominent call-to-action to complete the purchase.
• Offering an incentive like a limited-time discount code or free shipping

3. Post-Purchase Flows

Post-purchase emails keep customers engaged after they buy, encouraging loyalty and repeat sales.

This includes:

• Send order confirmations, shipping updates, and delivery notifications
• Provide product care instructions and how-to guides
• Ask for reviews or user-generated content a week after delivery
• Recommend complementary products or invite them to your loyalty program to encourage repeat customers

4. Browse Abandonment Emails

Browse abandonment emails target window shoppers who viewed products but didn't add any to their cart.

This includes:

• Remind them of the products they looked at and why they're great
• Offer personalized recommendations for similar items to email subscribers
• Include customer reviews or user-generated photos for social proof

5. Win-Back Campaigns

Win-back emails attempt to re-engage inactive subscribers or lapsed customers.

This includes:

• Acknowledge that they've been missed and you'd love to see them again
• Offer an exclusive discount or early access to new products as an incentive
• Recommend bestsellers or trending items to pique their interest

These email marketing sequences aren’t just standalone. They need to be optimized over time, in order to make the most out of these email automations for your DTC brand. Our top three recommendations are:

1. Segment Your List: Segment your list based on customer data such as behaviors and preferences to deliver more targeted, personalized content. A study by email campaign service MailChimp found that segmented email campaigns get 100.95% higher CTRs and 14.31% higher open rates than non-segmented email campaigns. This means that segmentation guarantees considerably better email open and click rates, thus driving more revenue to your stores.
   
2. A/B Test Elements: A/B test subject lines, content, CTAs, and send times to see what resonates best with your audience. Iterating on the content of your emails can boost reader engagement and clicks.
   
3. Maintain Consistent Branding: Ensure consistent branding and messaging across all your email content and landing pages. This includes email copy, voice, tone, brand colors, graphics, and font. Consistency helps build trust and recognition for your brand, enabling you to stand out among competitors.
   

By putting these proven email automations into practice, and then continually refining them based on performance, your DTC apparel or skincare brand can effectively engage customers to drive more revenue and loyalty, no matter what stage of the customer journey they are in.

Email Marketing Examples For Apparel and Skincare Ecommerce Brands

We analyzed over 300 email flows from leading DTC brands, breaking them down into 500+ tips across 200+ email campaign templates, so you can get inspired on email flows for your brand as quickly as possible.

For each brand, we looked at the pre-purchase to landing page or product page email flow, then highlighted what we thought the brand excelled at at every email touchpoint in that campaign.

Let’s start by diving into the details for 4 top brands in apparel and skincare. To get more in-depth ecommerce email campaign examples and analyses across all DTC sectors, access the full guide.

1. The Ordinary

The Brand—

The Ordinary crafted functional, affordable clinical skincare with integrity.

Welcome Flow Step 1—

• Personalized Welcome: The "Hello" header is simple yet effective, creating a personal and welcoming tone that engages the reader right from the start.
  
• Highlighting Key Ingredients: Mentioning "Hyaluronic Acid 2% + B5" and "Niacinamide 10% + Zinc 1%" effectively highlights the star ingredients, showcasing the product's benefits and attracting ingredient-conscious customers.
  
• Informative Product Sections: The "Start Strong:" section provides clear and concise information about popular products, helping customers make informed decisions quickly.

Welcome Flow Step 2—

• High-Quality Close-Up Image: The close-up image of the lip balm being applied is visually engaging, showing the product in use and making it relatable and appealing.
  
• Strong Benefit Statements: The bullet points "Immediately boosts moisture," "Supports the lips’ moisture barrier," and "Leaves lips noticeably softer" clearly communicate the product benefits.
  
• Consistent Branding: The clean, minimalist design with black and white colors aligns with The Ordinary's branding, creating a cohesive and professional look.

Landing Page—

• Clear Product Information: The product name "Squalane + Amino Acids Lip Balm" is prominently displayed, making it immediately clear what the product is and its key ingredients.
  
• Strong Social Proof: The star rating (4.7 with 113 reviews) adds credibility and reassures potential customers about the product's quality and effectiveness.
  
• Highlighting Key Benefits: The icons for "silicone-free," "vegan," "gluten-free," and "cruelty-free" quickly convey important product attributes that appeal to conscious consumers.

2. Alo

The Brand—

Alo makes exercise products for women and men including clothing, accessories, gear, and beauty and wellness products.

Welcome Flow Step 1—

• Engaging Headline: "YOU'VE STUMBLED ON SOMETHING GREAT" is a compelling and inviting headline that piques curiosity and encourages customers to explore the products.
  
• Product Variety: The email showcases a variety of products including hats, a headband, and a tennis skirt, appealing to different customer interests and increasing the likelihood of engagement.
  
• Clear Navigation Links: The sections for "WOMEN," "MEN," "BEST SELLERS," and "ACCESSORIES" at the bottom provide clear and easy navigation, helping customers quickly find what they're looking for.

Landing Page—

• High-Quality Visuals: The main image of the model wearing the pullover is high-quality and visually appealing, showcasing the product in use and helping customers envision how it might look on them.
  
• Detailed Product Options: The variety of color options and clear labeling of best sellers and limited editions provide customers with ample choices and highlight popular items.
  
• Comprehensive Review Section: The "4.2 Stars" rating with 1589 reviews and detailed review highlights provide strong social proof, helping to build trust and inform potential customers about the product’s quality and fit.

3. Reformation

The Brand—

The Reformation offers sustainable women's clothing and accessories to celebrate the feminine figure.

Welcome Flow Step 1—

• Compelling Hero Image: The top image featuring a smiling model with a fluffy dog is visually appealing and emotionally engaging. It creates a positive first impression and captures attention, making viewers more likely to continue scrolling.
  
• Highlight on Sustainability: The statement "Sustainability is at the core of everything we do, from factory to fabrics" effectively communicates the brand's commitment to sustainability, appealing to environmentally conscious consumers and differentiating the brand from competitors.
  
• Frequent New Collections: The line "Every week we put out new, limited-edition collections" suggests exclusivity and urgency, encouraging customers to visit the site regularly and make quick purchase decisions to not miss out on limited products.

Welcome Flow Step 2—

• Strong Sustainability Message: The headline "Sustainable things" and the subtext "Being naked is the #1 most sustainable option. We're #2." creatively and effectively communicate the brand's commitment to sustainability. This unique approach grabs attention and resonates with eco-conscious consumers.
  
• Clear Sectional Breakdown: The sections labeled "PRODUCT," "PEOPLE," "PLANET," and "PROGRESS" clearly delineate the brand's focus areas. This organized structure makes it easy for users to understand the comprehensive efforts the brand is making in sustainability, enhancing credibility and trust.
  
• Engaging Visuals and CTAs: Each section includes a relevant, high-quality image and a direct call-to-action (e.g., "How we stay at the forefront of sustainability," "Meet the team"). These CTAs encourage further engagement, driving users to learn more about the brand's initiatives and values

Welcome Flow Step 3—

• Engaging and Unique Content: The "HOT TIPS" section title and the friendly opening line "We really like you, so here’s some insider info about Ref." creates a personal and engaging tone. This approach makes the email feel exclusive and special, increasing user interest and engagement.
  
• Clear and Catchy Subheadings: Subheadings like "IT'S A DATE," "MISSED CONNECTIONS," "SEXY MATH," and "CUSTOMER LOVE" are catchy and intriguing. They effectively summarize the content and draw the reader’s eye, making the email easier to scan and encouraging further reading.
  
• Visual Appeal: The use of high-quality images of models wearing the products enhances visual appeal and provides context for how the clothes look in real life. This can help customers envision themselves in the products, driving interest and potential conversions.

Landing Page—

• Detailed Size Information: Including the model's measurements (height, waist, hips, bust) next to the dress image helps customers gauge how the dress might fit them. This can reduce uncertainty and increase confidence in purchasing, leading to higher conversion rates.
  
• Free Shipping and Store Pickup: Highlighting "Free shipping" and "Pick it up in store for free" provides customers with convenient and cost-saving options, making the purchase more attractive and reducing friction in the buying process.
  
• Payment Flexibility: Offering "4 payments of $44.50 with afterpay" makes the price more manageable for customers, especially those on a budget. This can broaden the appeal of the product and encourage purchases from a wider audience.

4. Rare Beauty

The Brand—

Rare Beauty makes all-natural makeup to help you feel beautiful, inside and out.

Welcome Flow Step 1—

• Personal Touch: The handwritten signature and personal note from Selena Gomez adds a personal touch, making the brand feel more intimate and authentic. This helps build trust and a personal connection with the audience.
  
• Compelling CTA: The "Explore Now" button is prominently placed after the personal note, directing users to take immediate action. Its placement makes it easy to find and encourages clicks.
  
• Clear Discounts: The "Enjoy 10% Off" section at the bottom of the email provides a clear and attractive incentive for new customers to sign up for texts, which can drive conversions.

Welcome Flow Step 2—

• Emotional Connection: ConnectionThe focus on Rare Impact and the mental health mission creates a strong emotional connection with the audience. Highlighting that 1% of sales go directly to the Rare Impact Fund builds trust and shows the brand's commitment to social causes.
  
• Clear Benefit Statement: The list of goals for Rare Impact, such as "Reduce the stigma associated with mental health," is clear and impactful. It quickly informs the reader of the positive outcomes their purchases support, increasing the likelihood of engagement.
  
• Strong Donation CTA: The "DONATE NOW" button is visually distinct and positioned directly after the impactful message about the Rare Impact Fund. This placement encourages immediate action from those who want to contribute.

Welcome Flow Step 3—

• Inclusive Imagery: The use of diverse models in the header image is a strong point, making the brand appear inclusive and appealing to a wide audience. This can increase relatability and trust among potential customers.
  
• Specific Product Benefits: Each product section includes a brief description highlighting key benefits ("Soft Pinch Liquid Blush: A soft, healthy flush that lasts"). This helps customers quickly understand the value of each item, driving purchase decisions.
  
• Clear CTA Buttons: The "SHOP NOW" buttons are prominent and frequent throughout the email, making it easy for customers to take action without having to search for how to buy the products.

Landing Page—

• Trustworthy Reviews: The inclusion of "450 REVIEWS" with a star rating under the product name immediately builds trust and credibility, showing potential customers that the product is well-loved and highly rated by others.
  
• Influencer Endorsement: Featuring a quote from Selena Gomez ("This is everything I've ever wanted in a lip liner...") leverages her influence and adds authenticity, which can significantly boost conversions by associating the product with a trusted celebrity.
  
• Visual Consistency: The product images and swatches maintain a consistent, clean aesthetic. This visual clarity helps customers see the product’s color and texture clearly, aiding their decision-making process.

Building Your Email Flow From Welcome Message to Landing Page

At the end of every successful email marketing campaign is a landing page. This is where your call-to-action and your brand offering sits—it is the key to driving your traffic to purchase.

Now that you’ve fine-tuned your pre-purchase email flow, the next step is to make sure your landing pages are operating as efficiently as possible to drive sales.

The best way to do this? By tailoring your landing pages to complement your email flow, something you can quickly and easily achieve with Replo, which comes fully integrated with the majority of your tech stack, including with the leading email marketing campaign software Klaviyo.

Remember, it is called an “email flow” not an “email cliff.” Your landing pages should feel like a natural extension of the email sequences that have led up to it, not a drastic shift.

This includes:

• Maintaining consistent branding and messaging to retain visitor trust.
• Delivering on the email’s promise and not deviating to other products or offerings.
• Keeping the landing page conversion flow focused and streamlined. No distractions.
• Tailor landing page content to different email segments and user behaviors for higher relevance and engagement.
• Continuously A/B test email and landing page variations to improve performance over time. Experiment and iterate to improve your CTRs and conversion rates!

If you hit any blockers on setting up a powerful email flow, reach out to us! Replo comes with a community of professional Experts for hire and 24/7 support to help you make the most out of Replo.

With these email marketing strategies and brand examples for guidance, you can create a seamless, engaging experience that drives conversions and builds trust with your customers. It’s work that takes time and consistency, but stay focused on delivering value to your visitors, and you are bound to see your conversions grow.

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