Sent on: September 4, 2013
Subject Line: Jessica Alba is our new guest editor!
Why it’s a standout email:
What makes one fashion label different from the next? What makes women prefer one fashion label over another? You could argue that it’s because of the clothes and the styles on offer. But you could also argue that with so many fashion labels out there, sometimes there is little to differentiate between them in terms of the fashion itself. That’s where branding comes in, and the art of nurturing of customer loyalty in an effort to turn detached shoppers into avid fans.
There are many ways to endear your brand to your customers, and using a role model to endorse it is a very effective one. Jessica Alba is clearly a role model for Piperlime’s typical customers, so using her celebrity and influence to promote the brand is just plain clever. What young lady wouldn’t want to emulate the beautiful and trendy Jessica Alba? Piperlime surely milk this celebrity affiliation for all its worth in as many media channels as they can (and rightfully so) so using it to engage their email subscribers is a no-brainer.