Email has proven to be the second most effective tool in acquiring new customers after organic search, and Hair Care brands have lagged behind other Beauty categories. A third of consumer brands in L2’s Digital IQ Index: Hair Care & Color do not have email sign-up, and those who send consumer-facing emails send an average 0.9 emails per week versus 1.4 across the Skincare, Color Cosmetics and Fragrance categories.
But quality is as important as quantity, and most Hair Care brands that use email marketing do so effectively. 96% include an overt call to action such as Shop Now or Save Now, which has proven to increase conversion. Many have mixed editorial content with call-to-actions. Bumble and Bumble emails feature editorial content such as looks from runway shows and tutorials, as well as link to promotional offers. Aveda emails urge online purchases and sharing on social media.
On the other end, Joico sends emails with strong editorial content such as runway looks, but fails to direct the consumer to the brand site or link to an e-commerce page. Carol’s Daughter is the most active Index brand, sending an average of two emails per day. Emails have clear calls to action, but their content is stale. The brand recycles content to send under a different subject line.