In simple terms, direct-to-consumer marketing is the way a brand can reach its customers and make sales without intermediaries — usually retailers.
Email marketing is an important tool in the DTC arsenal that enables brands to foster relationships, drive sales, and create a unique brand experience, all with direct messaging. A DTC email marketing campaign involves the strategic use of emails to communicate directly with customers, showcasing products, promotions, and brand stories.
Without further ado, let’s jump into the exciting examples of brands that unleash their true power in their direct email marketing!
Blume is a wellness and self-care brand that excels in personalized communication.
Blume’s DTC email marketing is highly visual and uses a consistent informal and friendly tone of voice, where design meets genuine message. From the moment you open their newsletter, you’re treated to a visual feast, a delightful journey that’s aesthetically pleasing from start to finish — even when they are making the sales.
What sets Blume apart is the warmth infused into their messaging. The emails feel like friendly notes from a close friend, instantly placing the brand’s values at the forefront. The focus is on well-being, customer, and brand culture, with sales taking a back seat. It’s not about pushing products; it’s about providing value and fostering a sense of belonging.
Each email is a unique piece, but they all share a common thread – the primary goal isn’t a hard sell. Blume understands that the real currency in the inbox isn’t just profits, but trust and affinity. While the products are present, and seamlessly integrated into the content, the spotlight is on building a connection that goes beyond transactions.
The effectiveness of Blume’s approach lies in acknowledging the human experience. The emails add an authentic touch that reinforces the broader self-care message, making the brand feel not just like a purveyor of products but a companion on the journey to well-being.
In essence, Blume’s DTC emails are a masterclass in relationship-building. Yes, sales are the sales, but the real magic is in creating a brand narrative that resonates, builds trust, and shares valuable insights. It’s marketing with a heart, where the customer isn’t just a buyer but a member of a community brought together by a shared commitment to self-care.
Vuori, a performance apparel brand, uses storytelling in their email campaigns. By sharing the stories behind their products and brand values, they engage customers emotionally, fostering a deeper connection.
Vuori’s DTC email efforts enhance a routine welcome email by adding a few concrete brand statements and 15% off the first order right away. From the very beginning, Vuori tells the brand story, making the recipient feel not only informed but also excited about their purchase journey with a significant incentive.
Let’s look at the very common scenario: user fills the cart cart and leaves without completing the purchase. The average cart abandonment rate is more than 70%: that’s a huge revenue opportunity loss. So sending abandoned cart emails in an effort to recover some of it totally makes sense.
Now let’s have a look at the cart abandonment email from the iconic denim brand Levi’s. Things that make this email work are that:
Bonobos, a clothing brand for men, excels in creativity when it comes to content. Their email marketing often includes high-quality photography, interesting design choices and fancy fonts.
Let’s have a closer look at the regular email and how it creates a play of the product, the background and the message, pun intended.
After that, it’s all about the brand character. You don’t even see the usual product cards, just some exquisite photos (or GIFs), and strong CTA.
UGC is usually an elephant in the room when talking about the brand connection to the audience: everyone knows about it but very few use it right.
Glossier, a beauty and skincare brand, leverages user-generated content (UGC) in their emails quite confidently. By featuring customer reviews, photos, and testimonials, they build trust and authenticity around their products.
That’s only part of it: Glossier is also using user reviews in their DTC marketing campaigns, which is an indicator of a brand that finds its power in the honest feedback of its customers.
Making it possible to provide a channel for clear feedback for the users is one thing, but using it in the regular marketing campaigns is a whole nother level.
Away, a luggage and travel accessories brand, focuses on post-purchase engagement. Their email campaigns include travel tips, guides, and follow-ups — everything you would expect. But there’s more!
In order to stand out, they tell stories in their emails and use all the tricks available — like a collaboration with a celebrity. By integrating famous athletes that share their tone of voice and brand image, Away is reinforcing the regular product message and stands out from its competitors.
Athletic Greens, a nutritional supplement brand, focuses a lot on the existing customers and utilizes email marketing to approach them.
Upselling and cross-selling are the key points of their DTC email marketing campaigns. Upselling in email marketing can be an effective strategy to increase the average order value and generate more revenue from existing customers. By showcasing complementary products or upgrades, businesses can encourage customers to make extra purchases, resulting in a higher return on investment for their marketing efforts.
In the example below, they offer subscribers to upgrade their package for an extra fee.
Allbirds, a brand known for sustainable footwear, may emphasize this feature in their email marketing. They communicate their eco-friendly initiatives, making customers feel good about their purchases and simultaneously building a brand image centered around responsibility.
Ring, a home security brand, excels in sharing useful tips. Their email campaigns often suggest tips and not just products or upgrades, encouraging customers to learn more about their overall security setup.
In the simple scenario of automation triggered by a low battery in the device, Ring sets you a kind reminder with some instructions. And, of course, they are not forgetting about extra sales! Just in case.
Casper, a mattress and sleep products brand, focuses on the product itself. Their email campaigns target customers with special offers, reminding them of the brand and enticing them to make another purchase.
Brands that are choosing the DTC path emphasize the product benefits just how the brand needs them to be emphasized: and it’s very clear in the Casper emails that are very detailed and extremely thorough — in the end it’s all about the product, isn’t it?
Direct-to-consumer (DTC) email campaigns are a powerful tool for brands to forge meaningful connections with their audience. It is more than just a channel for sales; it’s a canvas for crafting unique brand experiences.
The essence of DTC email marketing lies in its ability to break free from intermediaries, allowing brands to directly engage with their customers. It’s about authenticity, personalization, and a genuine commitment to building lasting connections. DTC email campaigns are not just about selling products; they are about weaving narratives, fostering trust, and creating experiences that resonate with the hearts and minds of consumers.
