Plans & Pricing
Does My Company Subscribe?
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.
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.
Customer Experience Channels that Offer the Highest Emotional Quotient (EQ)* According to US Internet Users, Summer 2018 (% of respondents)
Why Do US Digital Buyers Ignore Emails from Retailers? (% of respondents, by age, June 2018)
What Gifts Do US Parents Plan to Give Their Daughters vs. Sons for the Holidays in 2018? (% of respondents)
Type of Ads/Marketing for Digital Disruptor Brands* that US Internet Users Remember Most, May 2018 (% of respondents)
Types of Artificial Intelligence Shopping Assistance that Internet Users in Europe* Would Use, by Product Category, Aug 2017 (% of respondents)
Visual Search 2018: New Tools from Pinterest, eBay, Google and Amazon Increase Accuracy, Utility
Media Habits of Millennials in Canada 2018: Five Key Personas to Understand and Target
Marketing in Indonesia: Spotify Appeals to Locals Through Payment Methods, Localized Playlists
Marketing in China: No Longer Copycats, Startups Are Now Innovators
Three Key Takeaways on Amazon's Plans for Advertising, Video and Voice
Social Media Effectiveness Roundup 2018