CMO One-to-One: Birchbox’s Email Marketing Strategy Is a Product of the Subscription Economy - eMarketer
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eMarketer Interview

CMO One-to-One: Birchbox’s Email Marketing Strategy Is a Product of the Subscription Economy

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An interview with

Amanda Tolleson

CMO, Birchbox

Interview summary

Email marketing is tried-and-true tactic, but the subscription economy is breathing new life into the strategy. Subscription beauty company Birchbox built its email marketing around its monthly sample box, and uses the channel to not only augment customers’ experiences with the samples they receive, but also drive purchases through Birchbox’s ecommerce shop. Amanda Tolleson, the company’s CMO, spoke with eMarketer’s Maria Minsker about Birchbox’s relationship-building approach to email marketing.

Interview

eMarketer: Who is your target consumer, and how does that affect your content strategy?

Amanda Tolleson: We target a casual beauty consumer, not a beauty-obsessed one. In other words, our customers are interested in beauty, but it’s not top of mind for them. That shapes the way we think about content. For example, in our subscription boxes, we include content on why the customer is getting what she’s getting rather than assuming that she’s familiar with everything.