Online fashion and email marketing, a virtuous combination
We have already talked about how e-commerce and online fashion in particular have found a number of benefits in email marketing; remember, we are talking about an industry that is constantly evolving and that rarely stops.
In the framework of this study , different Mexican users between 18 and 55 years old who previously purchased fashion products online -and/or accessories- were analyzed in October 2015 , in a period of no more than 6 months .
The study highlighted that 7 out of 10 online fashion college and universities email list buyers receive emails with promotional codes ; 82% of these individuals stated that they use them (either more or less intensively). This directly reflects how email marketing takes on special importance in the purchasing decision process of these individuals.
In line with the nature of this behavior, the use of these coupons received via promotional emails is mostly online, but 32% also stated that they exchange or exercise them offline.
An industry that does not stop
Something that should be highlighted, at a global level in the study, is that the number of recurring online fashion buyers is 1.4 million , who buy a garment or accessory 1.4 times a month , spending 1,300.00MX on average on each purchase.
As you know, this is a very lucrative industry with a lot of potential. For example, the fashion and beauty industry is one of the industries with the highest sales rate in several parts of the world.
In Mexico alone, it represents more than 10% of the Manufacturing Gross Domestic Product , according to data from the National Chamber of the Clothing Industry. On the other hand, in Spain , according to a report by Modaes that collects data from the National Commission of Markets and Competition, it was confirmed that online fashion stores in Spain invoiced a total of 18 times more in 2014 than in 2009.
If you work in the fashion industry, you will know all of this ; if not, we invite you to learn about (and even exploit) this interesting mix that is taking place between industry, email marketing and e-commerce.
