This content is not affiliated with Anthropologie in any manner.
This week, we're diving into Anthropologie’s marketing strategies for email marketing and enhancing user engagement. Anthropologie is a clothing and lifestyle brand.
Seasonal Color Usage
Anthropologie heavily utilizes color to evoke emotion. Spring is upon us, and they use soft pastels to follow the trends of spring and draw emotional connections with their customers. If you look at all of their emails over the last few months, you'll notice that they used cold blues back in winter and have moved to warm colors now.
Key Takeaway: Look for ways to tie your emails and promotions to the seasons and leverage the proper colors.
Offering App-Only Offers
One smart strategy they offer is an in-app exclusive promotion with an expiring date. This is an effective way to encourage people to download their mobile app, which is shown to have conversion rates three times higher than mobile websites. Couple that with the urgency of the offer expiring and it's a win-win. In fact, mobile apps also have higher customer retention rates. I wonder how many app downloads this drove?
Key Takeaway: If your company has a mobile app, or works with companies who do, see if there is a potential way to offer incentives to download the app. This will not only help drive up sales but also aid in other areas of the business.
Partnerships
Anthropologie has a unique way of getting their brand in front of people by having their clothing appear in an Apple TV show and then leveraging Apple’s big brand name to help get people excited. There is probably a large audience that watched the show and thought some of the outfits were cute, so when they see the email, this prompts them to go purchase what they saw. It’s a win-win for both sides. Apple gets more people to sign up for Apple TV and watch, and Anthropologie gets more sales.
Key Takeaway: Look for partnerships that make sense in your space. Smaller brands could look for collaborations on content creation or products. Could you look to supply an event with products?
