Emaill marketing is not DEAD. It’s just… boring PAINFULLY boring. Scrolling-through-20-newsletters-while-my-eyes-glaze-over boring. Most brand emails I get?? Lost. Deleted. Gone forever in the abyss between a Sephora sale announcement and a toothpaste subscription reminder. And honestly, can you blame anyone??? Half of these emails still read like: “LAST CHANCE!!!! 20% OFF. BUY. NOW.” It’s giving… 2014 Not Q4 of the most competitive year beauty has ever seen. But here’s the thing, some beauty brands are getting it right!!! There are a feeew things working right now. And It’s actually very simple AND very human! n 1. Storytelling BEATS shouting! Brands like rhode skin, Glossier, Inc. don’t email you. They talk to you. Short. Warm. Editorial. Feels like a friend, not a funnel n 2. Education as currency Kosas emails about ingredients. Summer Fridays emails about routines. Glow Recipe emails about skin moods. They don’t say “BUY.” They say “Here’s something you’ll care about.” n 3. Micro-personalization!!! Not “Hi {FIRST NAME}.” Buuuuut: - shade-based recommendations - refill reminders - behavior-based nudges Not creepy. Just helpful. n 4. Low frequency, high intention The best brands aren’t emailing every day. They’re emailing when they actually have something worth opening. (Shocking, I knowwww, did you even read my last post??) n 5. Design that feels like content, not an ad Less banners. More editorial clean, digestible layouts. Like opening a mini magazine on your phone. Because the thing is.. People don’t actually hate emails. They hate IRRELEVANT emails. So next time, think before sending an email.. If you wouldn’t open it, no one else will... Email isn’t dying. Bad content is!
ohhh now this one is spot on. Email was the first to feel it when AI made copy sorta-kinda' easy. Then came spam-galore. And poof audiences are numb. Or putting it another way over engaged. Why? Same principle. Every. Time. Sth gets easy -> people swarm to it -> the easy thing is no longer valuable. So mass emails (AI + agents + automation + personalization) = Competitive and hard Mass AI generated content (AI + agents) = Fades in the see of same same. So this approach is the only way to Zag when others Zig. Standing out has always been the name of the game. And doing that is how you differentiate. Other thing i see working Physical stuff. Stuff people can touch and interact with. Nice take : )
Yes yes yes so true! Email marketing should be nurturing the customer and building connection not just buy buy buy on every email. Especially as you're sending to the same base, customers aren't ready to buy on every send, but i'm sure they're ready to learn more about the product, receive personalised tips and recommendations, education Email marketers need to think about the whole customer experience, not just the sale
And what if we also needed the email marketing platform to adapt and allow us to reach a new level of personalization🤔
Emails are actually far from dead! When we’re all tired of doomscrolling on the feed and now seeing up to 2-3 ads in a row, emails can become the intimate space your brands can speak directly to you. So better make it count! SULT™ does this so so well too🤌
THIS! Beauty clients tap into SPATE's trending dashboard to tap into the topics their consumers care about most and share smarter, more relevant insights. To your point consumers crave education, not another 20% off code to clutter their inbox.
Spot on about humanizing email to cut through the noise. 2025 stats show personalized campaigns boost open rates 29% and click-through rates 41% over generic ones. In the beauty sector, where 35% of emails leverage personalization in subject lines, the industry leads with the largest year-over-year open rate improvements. Storytelling elements spike conversions up to 30% by making messages relatable, and educational content-focused emails achieve 45% open rates, far outpacing standard promotions.
Agreed! If brands make emailers like fun posters, interactive, or somewhat with a personal touch, people won't bounce...it's just that every email looks similar nowadays due to so many AI templates and whatnot...
You've hit the nail on the head about the state of email marketing! When users start describing a channel as "boring," it's a clear sign the old rules are breaking down.I've noticed another key evolution recently: progressive brands are treating email as a "user relationship dashboard." Truly sophisticated email strategies may be transitioning from a "communication tool" to a "vehicle for user relationships." It's exciting to see more brands moving beyond templated blasts and reactivating this classic channel through the human-centric approaches you highlighted.
This is exactly where most brands go wrong. Frequency without intention kills engagement faster than any algorithm. What shift have you found moves the needle the quickest for beauty audiences Carolina?
Rhode’s emails are my favourite! So easy on the eyes, minimal and on-point. The epitome of “storytelling over shouting” 🩶