- Meet a Member of the Paul Mitchell Team (Sent on September 28, 2013)
- Meet One of Our Favorite Product Innovators (Sent on December 30, 2013)
Why these are standout emails:
Customers don’t connect with a product, they connect with a brand.
They may appreciate a product, but the thing that makes them prefer that product over other products is their loyalty to the brand behind it. Even if a customer thinks that he keeps coming back to the same product because it’s at the best price point or achieves the best results and not because of the branding, the fact that he likes the product so much inadvertently means that he’ll be more amenable to the brand’s offerings in general.
One way to make a customer fall for a brand is to give him a reason to connect with the company behind the products. The typical inbox is a gladiatorial battle field in which retailers vie like vultures for subscriber attention, preference and loyalty. When all retailers adopt the same approach in their emails – which is typically to shove products down their subscribers’ throats – they begin to blur into each other making subscribers more likely to habitually disregard their emails due to sheer overload. So when email marketers adopt a different approach, offering content that’s more personal, it’s hard not to sit up and take notice.
Paul Mitchell’s “Staff Picks” email series puts the people behind the Paul Mitchell brand at the front and center of the message. Obviously there are products to push, but there are also Paul Mitchell professionals to meet whose expertise is the very thing that gives the brand its credibility and reputation as a leader in hair care.
These emails could have just been standard, salesy promotions for “Extra-Body Sculpting Gel” or “Awapuhi Wild Ginger Shine Spray” but by suggesting that these products are in fact personal favorites of Julie Nichols (Paul Mitchell’s director of loyalty) and Melanie Benszuweit (Project Manager for New Product Development) respectively, the personal endorsement carries a lot more weight. Plus it’s interesting to meet some of the behind-the-scenes faces of the Paul Mitchell brand.
A refreshing approach.