Thirty-five percent of Russian internet users say they discover new brands or product launches through email newsletters, but L2’s Digital IQ Index: Russia Luxury finds that marketing emails from Russian brands lag in quantity and quality. Seventy-two percent of luxury brands in Russia ask site or store visitors to subscribe to a newsletter, but just half of those brands send an email in the first two months of signup. And just 17% of emails send more than one email per week.
Quality is not great either; 31% of brands sending marketing emails do not localize their content. For example, Kenzo asks users for their country of origin when they sign up to receive emails on the brand’s global site. Yet, it to promote discounts in the Paris locations to Russian consumers despite having nine retail stores in Russia.
A few brands are demonstrating email competence. “Buy Now” buttons – used by 48% of brands with an email marketing program – facilitate conversion by sending consumers directly to the product page. L’OCCITANE en Provence, Clarins, and Armani use buy buttons as well as time-sensitive discounts to lead consumers to the shopping cart.