The beauty industry is all about personalization.
Every shade of foundation, lipstick, and shadow is made to perfectly complement each individual’s skin tone, hair color, or eye color.
But not every beauty brand personalizes emails as well as they personalize products.
Too often, brands send the same promotional messages to customers everywhere — despite the product detail pages they’ve browsed, their personal purchase history, or specific brand preferences.
As they interact with your brand, customers share a ton of data that you can use to create more personalized emails via dynamic segmentation and smart product recommendations. And these messages are incredibly effective in driving revenue.
Personalized emails generate $1.77 per send compared to $0.26 per send for non-personalized emails. So what are you waiting for? Oh, some inspiration? We’ve got that covered.
We’ve put together our pick of some of the most well-crafted, beautifully put together, and personalized emails from leading beauty brands. Get inspired by how these brands use their customer data to drive customer loyalty and revenue for their beauty brand.
Rihanna’s beauty brand Fenty smartly uses a quiz on the website to gather as much data from its customers as possible. While browsing the site, they guide you through the process of choosing a foundation according to your skin type and tone.
Once the brand has that information, their marketing team uses it to send out incredibly personalized emails with product recommendations based on these results. By working with first-party data that shoppers willingly shared, the recommendations are incredibly targeted. Fenty also creates cross-sell opportunities by recommending products that complement each other to increase each customer’s average order value along the way.
Milk Makeup does everything with a lot of personality and a very recognizable brand. Even the company’s color palette – with its pastel greys, blues, and pinks – screams Milk Makeup. Not only are its emails right on brand, but they are also super personalized. This cart abandonment email uses quirky, on-point copywriting and user reviews to encourage a purchase, as well as cross-selling and up-selling other products.
The image of each product is hyperlinked, so no matter where you click, you can still go straight to the relevant page, making it really convenient for customers no matter what device they are shopping on.
Laura Mercier takes personalization much further than just “Hi, Name” emails. This beauty brand collects data on a customer’s browsing history and uses that to provide product recommendations to encourage a purchase. With this customer data, the brand can see which products customers often buy together and use that insight to provide smart recommendations that are more likely to have an impact. Laura Mercier also includes a free gift as an incentive to purchase.
Urban Decay’s eye-catching and on-brand marketing email takes a different approach than the others we’ve featured. This message leads with a discount as well as the offer of free shipping.
However, that’s not the most compelling part of the email. It also provides smart product recommendations based on a customer’s previous browsing history. The design is also adapted to the particular products it is trying to get you to purchase rather than having a one-size-fits-all template. This is a clever way of making its emails stand out and stay in your mind.
Less can oftentimes be more, especially if that’s how you normally market your brand. Dr. Brandt’s Skincare emails are simple, to the point, and do not mess around with extra copy or flashy graphics. There is almost no text in the email and a lot of white space. This approach is on brand and in line with the company’s scientific approach — the company was created by a real doctor, after all.
This simple, personalized browse abandonment email creates urgency by suggesting that the product will sell out if you don’t buy it now, as well as recommending related products.
One important thing to note is all of the companies above personalize emails in different ways, but they all do it in a way that is in line with their brand. Contrast Dr. Brandt’s minimalistic approach with Milk Makeup’s quirky and playful copywriting. Both brands do it their own way, and both work for what they are known for and what their customers want and expect.
If you’re haven’t worked out what is right for your brand yet, then ask your customers and A/B test until you start getting results. Either way, it’s time to start better personalizing your beauty emails.