The Marigold Engage by Sailthru Marketing Team’s Email of the Month: REVOLVE
October 1, 2020
We started off our Email of the Month series with an email from Tiffany & Co. This month, a REVOLVE email about the importance of voting caught our attention.
COVID-19 and cultural movements like Black Lives Matter have really required and tested a team’s ability to remain agile by providing meaningful shifts across all approaches to marketing and the messaging from brands to their customers. With the election quickly approaching, many brands are joining the very timely conversation around the importance of voting this year. This REVOLVE email, for example.
With “your vote is your voice ✔️” as the subject line, this REVOLVE email campaign goes the extra mile, encouraging customers to vote… and look good while voting. There is a clear call-to-action at the top of the email, which is first and foremost, far more important than selling any piece of clothing. The items in REVOLVE’s Vote 4EVER collection support the importance of voting while tying back to the brand’s core business of fashion.
REVOLVE even included a philanthropic aspect to purchasing products from the collection, with 20% of the proceeds going to When We All Vote, a non-profit, non-partisan organization whose mission is to increase voting participation and change the culture around voting.
I also love that this campaign included a functioning QR code as an easy and accessible way to register to vote! The REVOLVE email doesn’t just have a call to action; it provides its customers with the necessary information to follow through.
All of the tactics in this campaign make for an effective way for a brand to stand for a cause while being authentic and also driving traffic and sales. Retailers have the privilege to appear in their customers’ inboxes and drive meaningful change to those who support their brand. Retailers having a voice and empathizing with customers is really important, especially now, and is key for building long-lasting relationships.
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