Witchery changes the retail game….with e-mail marketing?

At the moment we are all over social media. From Facebook and YouTube to Twitter and LinkedIn, we are embracing these technologies at a rapid pace and they have staked their claim in both our personal and professional lives. And yet, amidst the social media buzz we sometimes forget that they are promotional tactics to be be used as a part of the wider strategy.

Retail sales have decreased across the map in recent years. As a result, consumers are constantly being offered “special prices” and “markdown sales” or my personal favorite, the multi-year Myer Stocktake Sale. With a wide spectrum of marketing currently taking place with the aim of expanding revenues, one of the more interesting promotions is Witchery“s 20 Days In 20 Ways.

Witchery is a leading Australian fashion brand who are taking a direct e-mail marketing approach with their recently launched 20 Days In 20 Ways campaign. In this campaign, Witchery sends out a daily email to subscribers with a different discount offer each day. For example, if you spend $150 casino online you receive 25% off, if you spend $250 you receive 30% off and if you spend $500 you receive 35% off.

Effectiveness? Today for the third morning in a row my sister asked me what the Witchery offer was for today. When I replied that it was 30% off all all full priced Witchery womenswear, we made plans to purchase the cropped blazer that we had been eying for some time.

20 Days In 20 Ways is a clever use of marketing that is driving interest online and getting the brand noticed.

Is direct e-mail marketing being overlooked?