Email marketing for the launch of a digital project: Dior Mag

by on March 6, 2012

Cover_Dior_email marketing

This is a hot period for the fashion industry, due to the recent week of runways. We remind you about a post dedicated to the different email marketing strategies for fashion runways, available on NewsletterMonitor Blog. In this context, we’d like to provide an example on how email marketing can become a key support for the launch of a new product or service: how are brands using any connection with subscribers to convey news about a digital project?

The case of Dior is an interesting example: during the fashion week, the layout of the newsletter already introduces some insights about the digital magazine.
In this newsletter, users are invited to participate in real time to the live streaming of the runway in Paris (general context) but the communication includes a connection to Dior Mag with a huge title and a link at the bottom. The message says “do not miss” as a teaser for subscribers.

Dior Mag email marketing runways Email marketing for the launch of a digital project: Dior Mag

During the same day (2nd of March) another newsletter gives true visibility to the project: a sentence is quite explicative and the call to action of the email is dedicated to discover the digital magazine.

Dior Mag email marketing2 Email marketing for the launch of a digital project: Dior Mag

It’s interesting to find out the strategic choice to launch a new editorial product at the right moment. As said, the context gives the opportunity to get in touch to subscribers adding a value to their experience in the relationship with the brand. And the newsletter plays a key role in being a channel for the launch of the editorial project.
It’s interesting to notice how both subject lines refer to it, giving evidence to DIORMAG

DIORMAG – Ready-To-Wear Fall Winter 2012 show live

DIORMAG, the new digital magazine

You can read an article on Washington Post dedicated to the launch of the online magazine.

Discover more about the next step in the digital communication of Dior (or other fashion brands) on NewsletterMonitor, the platform to see email marketing close.

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