Fifty-nine percent of French consumers prefer email as a channel for receiving marketing messages, compared to 13% who prefer Facebook. Globally, email has proven an effective marketing tactic; open rates grew by 7.2% between 2012 and 2013 despite a 17.9% year-over-year increase in email volume from brands. Brands in L2’s Digital IQ Index: Personal Care France send an average of 0.4 emails per week, not utilizing the medium to its fullest.
A few, however, are starting to make up for quantity in quality. Nivea sends interactive birthday emails with candles that can be virtually blown out using a computer’s microphone and camera. Kérastase, who has the second highest email frequency among Index brands, sends personalized and branded emails with calls to action promoting time-sensitive discounts. It is the only brand to send abandoned cart emails. Klorane targets new moms with the “Le Club Mamans Klorane” newsletter, which offers discounts, sampling opportunities, and loyalty points for members.
Most brands in the Personal Care Index send welcome emails and 58% personalize all emails. However, Kérastase and Klorane are in the minority (19%) that email discounts and special offers. Upping frequency and offers incentives to sign up for notifications are areas in which French personal care brands can improve.