Let's look at the email marketing strategy of Warby Parker, an American online retailer of prescription glasses and sunglasses.

 

Warby Parker, since its inception, has stood out not just because of its innovative approach to selling eyewear, but also because of its engaging marketing strategies. Email marketing has been a core part of their toolkit.

 

Personalized Recommendations: 

In a standout campaign, Warby Parker used a customer's purchase history and browsing habits to suggest new products. For instance, if you previously showed interest in a specific frame but didn't make a purchase, you might receive an email showcasing that frame, possibly with a limited-time offer or incentive to nudge you towards buying.

 

Cart Abandonment Emails: 

Like many e-commerce platforms, Warby Parker faces challenges with cart abandonment. However, they implemented a successful strategy to mitigate this. When customers added products to their cart but didn't check out, they received an email reminder. Not just any reminder, though. The email is usually designed with catchy headlines like "Forget something?" and vibrant images of the products left behind, making it almost irresistible for the customer to ignore.

 

Virtual Try-On Invitations: 

Warby Parker was among the first in its industry to introduce the concept of a virtual try-on, where customers could see how glasses would look on their faces via their device cameras. To promote this innovative feature, they rolled out email campaigns inviting customers to experience the virtual try-on. These emails were not only informational but also had an element of fun, making it engaging for the recipients.

 

Birthday Discounts: 

Using the data provided by customers, Warby Parker sends out birthday wishes. But they don't just stop at "Happy Birthday." They usually include a small discount or a special offer, making it a win-win – the customer feels valued, and Warby Parker potentially makes a sale.

 

Engaging Content and Storytelling: 

Instead of bombarding customers with just sales and promotions, Warby Parker often sends out content-rich emails. For instance, they once rolled out a campaign detailing the journey of how their glasses are made, from design inception to the finished product. This not only educates the customer but also builds trust and loyalty towards the brand.

 

Feedback and Reviews: 

Post-purchase, customers often receive an email asking them to review their purchase. This serves a dual purpose: it provides Warby Parker with valuable feedback, and it encourages the user to engage with the brand post-purchase. If the review is positive, it's a testimony to potential customers; if it's negative, it's an opportunity for the brand to make improvements.

 

Results: 

Through these strategic email campaigns, Warby Parker saw a noticeable increase in customer engagement and sales. Their cart abandonment emails, in particular, had a significant conversion rate, turning potential lost sales into revenue.

 

Conclusion: 

Warby Parker's email marketing strategy exemplifies the power of understanding your customer, offering value, and being innovative. Their campaigns are more than just about selling; they're about building a relationship with the customer, and that's what makes them stand out.