How can you use market research to create effective fashion emails?

2 Identify your sources

Market research can be done using primary or secondary sources. Primary sources are data that you collect yourself from your existing or potential customers, such as surveys, interviews, focus groups or feedback forms. Secondary sources are data that are already available from other sources, such as reports, studies, articles or databases. You can use both types of sources to complement each other and get a comprehensive picture of your market. For example, you might use a survey to ask your email subscribers about their preferences and opinions, and use a report to find out the latest trends and statistics in the fashion industry.

3 Analyze your data

Once you have collected your data, you need to analyze it and draw insights that can help you create effective fashion emails. You can use different methods and tools to analyze your data, depending on the type and amount of data you have. For example, you might use a spreadsheet to organize and filter your data, a chart to visualize and compare your data, or a software to perform statistical or sentiment analysis on your data. The key is to look for patterns, correlations, gaps and opportunities that can inform your email content, design and strategy.

4 Segment your audience

One of the benefits of market research is that it can help you segment your audience based on their characteristics, behavior and needs. Segmentation allows you to create personalized and relevant fashion emails that appeal to different segments of your audience. For example, you might segment your audience by age, gender, location, style, budget, purchase history, engagement level or interests. You can then create different email messages, offers, images and calls-to-action for each segment.

5 Test your emails

Market research is not a one-time activity. You need to constantly test and optimize your fashion emails to ensure that they are effective and meet your goals. You can use different methods and tools to test your emails, such as A/B testing, split testing, multivariate testing or heat maps. Testing allows you to compare different versions of your emails and see which one performs better in terms of open rate, click-through rate, conversion rate or other metrics. You can then use the results to improve your email content, design and strategy.

6 Monitor your results

The final step of using market research to create effective fashion emails is to monitor your results and evaluate your performance. You need to track and measure your email metrics, such as deliverability, opens, clicks, conversions, unsubscribes or revenue. You also need to analyze and interpret your data and see how well you are achieving your goals. You can use different tools and platforms to monitor your results, such as Google Analytics, Mailchimp, Hubspot or Shopify. Monitoring your results can help you identify what works and what doesn't, and make adjustments accordingly.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?