Luxury consumers have a unique set of values and behaviors. This means that email subject lines that work for mid-level brands don’t prove equally effective for their luxury counterparts, according to Gartner L2’s Targeted Marketing report. Specifically, promotion and discount emails are 11% less likely to be opened than generic marketing emails and much more likely to be ignored and deleted.
Fortunately, most luxury brands (with the exception of auto brands) have adjusted their email marketing strategies, shifting focus away from ineffective promotion emails. Leading luxury brands are choosing to focus subject lines on what their consumers seem to care a lot about: exclusive events.
Gartner L2 analysis indicates that for every luxury sector except hotels, emails about events are more likely to be opened than generic marketing emails. Gucci’s combination of personalized emails and exclusive event invitations resulted in open rates 50% higher than the brand’s average.