Case Study: Find out how email helped one small business thrive
Naudic creates clothing and lifestyle products that celebrate a life well lived. The label was inspired by creator Emma Puttick’s many years of travel in Europe.
The exciting thing about this brand is that it evolved from a few cotton embroidered tunics created in Emma’s lounge room to beautifully designed clothing collections and lifestyle products sold Australia wide.
We caught up with Emma to find out her secrets to success and how email marketing has helped her business grow.
How did Naudic grow?
By listening to our retailer customers, and Naudic fans. Every day we hear from people saying what they love, which shape and colours work for them, and how we can improve on certain styles and products.
Plus we focus on providing exceptional customer service, we put a lot of energy into making sure our retailers are happy with the products, marketing material and displays. This then flows onto the Naudic fans, and shows that we really care.
It’s all about staying in touch.
What are the biggest challenges Naudic faces?
Our number one challenge is being able to communicate effectively with our stockists. We need to make sure they stay engaged with our brand so that they continue to make regular orders.
Plus we are always looking to build relationships with potential new stockists.
How do you use email to overcome these challenges?
We use email to engage with our stockists. It’s a really important marketing channel for Naudic because it’s essential that we can reach them with timely information. We mainly use email for two different type of communications.
1. New season collection showcase emails
We need to keep stockists up-to-date with all the new collections and email is the easiest way to do it. Social media is great for building awareness about the brand but when it comes to building and maintaining relationships with the stockists email is our best bet. It moves the conversation to a more personal environment.
These emails are very visual so that stockists can easily see the products and be inspired to put in an order.
2. Invites to our seasonal showings
In the fashion industry, showings are an important way to get collections in front of stockists and potential stockists.
We use email to get the word out so that people can quickly book into a showing. Email just makes this process much easier (plus it’s a lot more cost effective than the old snail mail).
Why email marketing?
We love the human element of email. Stockist are people, not just stores, so we try to make sure they never forget that. We maintain relationships with our stockists via email on a one-on-one basis, as well as automated email campaigns.
What results have you seen from your email marketing efforts?
Since implementing our email marketing strategy we’ve found that stockists are more engaged with our brand and more willing to put in orders each season. We’ve built really positive relationships with our stockists and are reaping the benefits with bigger orders and increased revenue.
Additionally we’ve seen a big increase in the number of stockists booking into events, plus we’ve saved both time and money (compared to when we used to manually post out invites).
Email marketing is a critical part of our business and moving forward I am going to be looking for more and more ways to leverage this powerful tool.