When was the final time you purchased a pair of sneakers? Buying behaviors have shifted since storefronts closed for over a yr and other people’s actions adjusted. Even earlier than the pandemic, shoppers started prioritizing snug footwear, following similar apparel trends. This desire evolution coupled with adjustments to shopping for behaviors has introduced new challenges for manufacturers.
Developing profitable email campaigns has change into much more complicated because the pandemic continues to shift shopping for developments. COVID has created an ever-changing surroundings that requires manufacturers to adapt messaging and technique to keep related consistently.
The pandemic created an much more important problem for footwear manufacturers. With fewer folks leaving their houses for work and different gatherings, promoting footwear grew to become a troublesome activity. This altering dynamic requires much more revolutionary techniques to retain clients: empathy and the flexibility to adapt want to be on the coronary heart of all messaging and design methods.
How can entrepreneurs plan with this new complexity?
Let’s dive into curated record of email developments for the footwear business that may allow you to craft your email technique.
Footwear Email Trends to Watch For
1. Impactful Messaging
With the social justice actions gaining traction, shoppers are demanding extra accountability and actions from manufacturers. It’s vital to meet the expectations of your clients in an genuine method. In the final yr, many corporations have been known as out for performative activism. Consumers acknowledge when a model attaches themselves to a trigger for social capital and never to create optimistic change, which is why it’s vital to keep genuine.
A fast message breaking apart the traditional drumbeat could make a big impact. Source: ReallyGoodEmails
This email from Nisolo, a Nashville firm centered on ethically made sneakers and equipment, has a impartial background that pulls consideration to the copy. It easily transitions from a wellness check-in to spotlight a flexible product suited to WFH or venturing out. Empathetic messaging like this helps to construct group nearly when showrooms are closed.
Combining thematic design along with your messaging may also help construct a way of group. Source: ReallyGoodEmails
Brooks is well-known for constructing a group of runners. We’ve all seen corporations spotlight Pride, however this Brooks message takes motion to help the LGBTQIA group by sharing their efforts to help the group. The playful rainbow wraps this supportive message to make you’re feeling such as you’re part of the group.
As you look to craft impactful messaging that’s genuine to your model, take into consideration how your model interacts along with your clients and the group.
2. Sustainability
In continuation of the themes of motion and accountability, environmental consciousness is one other crucial matter to shoppers. An growing variety of corporations are releasing sustainability experiences as shoppers need extra transparency into provide chains.
Brands typically overlook they don’t have to go it alone. Source: MailCharts
The Adidas and Allbirds collaboration combines an iconic world model and a sustainable shoe firm to create a efficiency shoe with a low carbon footprint. This proof-of-concept email teases curiosity in this low-carbon creation. Customers have proven loyalty to manufacturers they consider align with their values, like sustainability. The blooming flowers featured in rocky steps symbolize the brand new progress of this idea.
Consumers like sharing values with manufacturers. Call out your values when applicable to make a connection. Source: MailCharts
Cariuma, a Brazilian sustainable shoe model, focuses on acutely aware group and eco-friendly organizations. The rainforest picture coupled with a clear white background emphasizes this firm’s dedication to sustainability and a clear future. The crisp white and vibrant inexperienced colours spotlight the carbon-neutral transport possibility proven on the backside of the email with out taking away from the message.
Sustainability isn’t a one-size-fits-all, contemplate what sustainable efforts and messaging align along with your clients’ wants.
3. Plant Accents
As shoppers’ preferences transfer to pure merchandise, so does the advertising and marketing messaging and design round them. Even within the footwear business, extra corporations have emerged that target utilizing pure or recycled supplies. This shift has built-in what folks affiliate as natural, leading to plant accents showing extra typically in messaging.
Put your sneakers within the context of the place they may be worn. Source: MailCharts
Sanuk is a footwear firm that encourages folks to get open air and handle the surroundings. The vibrant colours of this design make it really feel like a enjoyable bounce into spring whereas embodying the model’s values. The vibrant inexperienced photos tie into their give attention to good vibes and the love of the seaside.
Design will be refined and simply as efficient in evoking a sentiment. Source: MailCharts
Roots, a premium Canadian out of doors model, takes its camp roots severely. Founded by two camp buddies, it embodies that spirit in its messaging through the use of pure imagery that ties into the idea of high quality leather-based and an eco-friendly footprint. Playing with the shadows of crops retains the natural really feel of the corporate whereas sustaining give attention to the leather-based sneakers.
Using plant accents—and their shadows—in your design may also help amplify the perceived high quality of your model.
4. Soft backgrounds
Soft backgrounds have been rising in frequency for his or her pure and natural really feel. They additionally make studying longer copy far more manageable. These backgrounds convey a way of calm and security, one more reason they’ve gained recognition.
A enjoyable gif by no means hurts both. Source: MailCharts
Allbirds’ muted backgrounds present a pure really feel to an email whereas offering extra curiosity to the reader than a plain white background. Allbirds’ order affirmation email retains the enjoyable spirit of the corporate with the playful lamb pun. At the identical time, the sunshine background makes it straightforward to scan vital order data that the recipient wants.
Extending past the confines of the content material block provides dimension and depth to your merchandise. Source: MailCharts
Subscription-based shoe retailer JustFab likes to preserve its messaging gentle and playful. The muted background coloration of the email attracts the recipient’s eye to the sneakers. They additionally preserve it vigorous by including a little bit of animation and a pop of coloration later within the email. The impartial background retains the give attention to the sandals whereas sustaining an total clear format.
Use these muted tones when specializing in messaging or driving consideration to a single product so the viewers can simply discover what they want.
Focusing on Your Audience
As you craft your email messaging, contemplate what key messages resonate along with your viewers and the way you need to use your design to amplify this. Are they centered on sustainability? Do they worth transparency? Whichever kinds you utilize, focus in your viewers’s wants first.
Curious in regards to the other ways you may incorporate design in your email advertising and marketing? Schedule a demo.