Your members wish to hear from you. We recommend establishing a routine for communicating with your members via SMS and email at a regular frequency. It's more important to maintain a steady flow of newsletters that create anticipation and predictability for your members, rather than sending many newsletters, for example, ahead of a peak season.
Communication routines should include a mix of news, seasonal updates, and information about ongoing promotions, with weekly, monthly, bi-monthly, quarterly, and semi-annual frequencies.
News
News are typically regular newsletters or SMS campaigns containing what the store wants to communicate to its members.
| Topic | Contents | Purpose |
| Flash sale - Exclusive for our members! | Inform customers about sales for members. | Increased sales |
| New collection | Inform members about a new collection | Increased sales |
| Exclusive members' offers | Inform customers about sales for members. | Increased sales |
| Latest trends | Information about the latest fashion trends and how to style the garments to follow the trends | Providing customers with inspiration and value by keeping them updated on the latest fashion trends to increase interest in the store. |
| Personal styling tips | Tips and advice on how to style garments from the store to get the most out of them, based on the customer's style and body type. | Providing customers with value and increasing the likelihood that they use the garments from the store in multiple ways. |
| Special offers | Offers or campaigns exclusively available to members, such as exclusive sales or additional discounts. | Encouraging members to buy more and showing that their membership has benefits. |
| Order by date, get free delivery. | Inform about time-limited offers | Increased sales |
| Double bonus | Inform members about double bonus. | Increased sales |
| Trendy Accessories | Information on the latest trends in accessories and how to style them with garments from the store. | Providing customers with inspiration and value by keeping them updated on the latest in accessories to increase interest in the store. |
| Season's style tips | Tips and advice on how to style garments from the store according to the current season, for example, summer or winter. | Providing customers with value and increasing the likelihood that they use garments from the store in multiple ways. |
| Triple bonus | Inform members about triple bonus | Increased sales |
| New this season | Informing about a new collection or product that belongs to specific seasons. | Increased sales |
| Personal recommendations | Recommendations of products or services based on the customer's previous purchases or interests. | Increasing sales by providing personalized recommendations to customers and showing that the store knows the customers and considers their preferences. |
| Latest trends | Information about the latest trends within the product category, such as fashion, electronics, or household items | Providing customers with the opportunity to stay updated on the latest within the product category and increasing interest in the store. |
| Customer's contest | Information about a competition where customers can participate and win prizes, such as gift cards or products." | Increasing engagement and interest in the store and enhancing the likelihood that customers purchase more products. |
| Trending now! | Inform customers about current trends or popular products. | Increased sales |
| Did you miss this? | A reminder about ongoing sales and/or events | Increased sales |
| Last chance! | A reminder of a sale which is about to end. | Increased sales |
| Back in stock | Inform members that a popular item is back in stock. | Increased sales |
| News from our store | Information about new products, upcoming campaigns, and general updates from the store | Keeping members updated on the latest from the store and increasing the likelihood that they visit the store or online shop. |
| Tips & tricks | Advice and tips on how to use the products or services from the store, or general life tips related to the products. | Providing value to members and increasing their engagement in the store. |
Yearly communication wheel
Throughout the seasons, different messages are naturally suited for promotion and generating traffic. The annual cycle and the table below provide inspiration for content.
|
Period |
Topic |
Content |
|
Winter |
New Year Sale |
Inform about New Year sale and wish everyone a Happy New Year. |
|
Winter |
New Year Celebration |
Advance information about new products for New Year celebration. |
|
Winter |
Christmas Offers |
Inform about offers on the entire range suitable for Christmas. |
|
Winter |
Mother's Day Celebration |
Inform about Mother's Day, suggest gifts. |
|
Winter |
Valentine's Day |
Inform about Valentine's Day, suggest gifts. |
|
Winter |
Christmas Decor & Decoration |
Tips and inspiration for decorating your home for Christmas, introduction of new Christmas decor and furnishings. |
|
Winter |
Winter Essentials |
Inform customers about any products they may need during winter. |
|
Winter |
Christmas Gift Tips & Sale |
Tips for finding perfect gifts, sale on gift items, and Christmas offers. |
|
Winter |
Winter Sale |
Inform about winter sale. |
|
Spring |
Ski Season is Here! |
If you have products for the ski season, promote them and inform about any offers. |
|
Spring |
New Spring Collection |
Inform customers about a new collection arriving for spring. |
|
Spring |
Indoor Climate & Garden |
Tips and inspiration to renew your home and garden, and introduction of new products perfect for home and garden renewal. |
|
Spring |
Sale |
Advertise spring sale with exclusive offers and discounts. |
|
Spring |
New Collections |
Introduce new collections for spring, including clothing, shoes, accessories, etc. |
|
Spring |
Happy Easter! |
Wish customers a Happy Easter and inform about news or offers. |
|
Spring |
Wardrobe Update |
Tips to renew your wardrobe, new ways to style your clothes, and introduction of new products for spring. |
|
Spring |
Easter Egg Hunt |
Inform about an Easter egg hunt in the store with prizes. |
|
Spring |
Happy 17th of May! |
Inform about 17th of May celebration in advance, with any related products. |
|
Summer |
Summer News |
Inform customers about new arrivals in the store for summer. |
|
Summer |
Happy Summer! |
Wish customers a happy summer and inform about news or offers. |
|
Summer |
Beach & Outdoor Trends |
Introduction of new beach and outdoor trends, and tips for enjoying summer in style. |
|
Summer |
Vacation & Travel Clothing |
Tips for choosing the right clothes and accessories for vacation and travel, and introduction of new products perfect for vacation and travel. |
|
Summer |
Summer Sale |
Inform about the summer sale to clear out summer items. |
|
Fall |
Black Friday! |
Inform customers about Black Friday and the store's offers. |
|
Fall |
Fall Shoe Trends |
Introduction of new fall shoe trends, and tips for styling your shoes to follow trends. |
|
Fall |
Fall Home Update |
Tips to renew your home for fall, introduction of new products perfect for fall. |
|
Fall |
Fall News |
Introduction of new products, fall trends, tips to renew your wardrobe. |
|
Fall |
Fall is Here |
Inform customers about products the store has for the fall season. |
|
Fall |
Father's Day Celebration |
Inform about Father's Day celebration with gift suggestions. |
Our recommendation
Our recommended communication frequency varies with the number of stores you have.
- 1 location: Quarterly
- 1 – 5 locations: Every 2 months
- 6 - 20 locations: Monthly
- Over 20 locations: Monthly routine with careful segmentation
The following recommendation is based on quarterly communication:
|
Period |
Topic |
Content |
|
Winter |
Winter Sale |
Inform customers about the winter sale and what one can find there. |
|
Spring |
New Spring Collection |
Inform customers about a new collection that has arrived for spring. |
|
Summer |
Summer News |
Inform customers about new arrivals for the summer. |
|
Fall |
Black Friday |
Inform customers about Black Friday and the offers the store will have. |
