NET-A-PORTER Email Marketing

In my previous role at Nordstrom, one of my responsibilities in Direct Marketing included monitoring competition by subscribing to email updates.  We were constantly looking for innovative and compelling ways to improve this channel while remaining relevant to our luxury and contemporary designer customers.   Among our competitors – Net-a-porter, Shopbop, Neiman’s, Bergdorf, Saks, and Barney’s – Net-a-porter emails were best in class.

Net-a-porter is a London based premier luxury fashion e-tailer (for the gentleman, there is Mr. Porter).  The style authority on “the things you need to know now”, Net-a-porter does an excellent job of curating editorial fashion content that inspires customers to click through their email and shop.  How could one resist learning how to look winter wonder chic après-ski or discovering the 3 ways to master urban cool or accessing the style secret to looking perfectly polished?

I always look forward to receiving my personalized Net-a-porter Monday through Friday emails that begin with the subject line, “Cecilia, see what’s new for you this ________”(fill in day of the week), followed by the headline, “What’s NEW for you…  The latest arrivals from your favorite designers.”   I actually care about the content because I selected my designer preferences; these emails are highly targeted and relevant, thus effective. Despite the fact that luxury fashion is not currently in my budget, Net-a-porter has a way of appealing to aspirational customers like myself.