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Brush up on these 5 Email Marketing Best Practices (Before the Holiday Rush)

The leaves may be just beginning to change colors, but green and red should be the colors du jour when it comes to end-of-year planning. The holiday season is a crucial time to not only secure those holiday gift guides, and throw an epic holiday party, but to also connect directly with prospects through strategic email marketing campaigns.

The first step when planning a seasonal marketing campaign is to be clear about your business goals, and how email marketing can support those efforts. Whatever your primary objectives, thoughtfully produced content will be well-received during this busy time of year, so before hitting “send,” consider incorporating these 5 tips for success.

Go for a design upgrade

If it’s been more than six months since you’ve updated your email template it’s time for a change. Spruce things up by reworking the layout, adding banners to the sidebar and swapping out imagery or social media icons. Email marketing is extremely visual, especially in the fashion industry, so make sure that all imagery is updated on a regular basis and maintains a clear brand message.

Create a content calendar

Save your sanity during the holiday season by planning out email marketing campaigns in advance. Take the first step by creating a monthly content calendar to outline key initiatives for the holidays and strategically organize them by week. Content calendars should also provide high-level visibility of other communication outlets so that key messaging can be cohesive across all channels.

Get creative with subject lines

According to a recent consumer study by, 64% of people say that they open emails based on the subject line alone, so make it count. You want the subject line to be attention-grabbing while also generating curiosity, so get creative in order to see those open rates soar. Benefit-oriented words like “sale” or “free delivery” have been shown to create higher than average open rates, because let’s face it, who doesn’t love free shipping when shopping a sale online?

Be concise

Emails should be scannable and easy to digest. Use imagery and strong copy to peak reader interest and then save space by strategically linking to your website or blog. This allows you to enhance emails by adding in relevant content without taking up excessive amounts of space. Dense emails are a “don’t”, it’s time to cut the clutter.

Test different looks

Just as it’s important to shake things up when it comes to your wardrobe each season, the same too can be said about your email marketing campaigns. Don’t be afraid to experiment and do something different every once in awhile. Maybe you share a video in the body of your email instead of the usual text, or perhaps you forgo the text all together and garner interest with a nothing but a bold, beautiful image instead. T

Have fun with your campaigns, track the results and make adjustments accordingly.


Welcome to the Fashion PR Haute Shop

When I was nothing but a young thing, pouring over Sassy, obsessed with every episode of House of Style, one of my favorite daydream activities was to imagine my own boutique concept. First, there was Basics, my third-grade mall solution to the seemingly impossible - "I just need a white/red/black skirt/shirt/" problem since semi-solved by the likes of American Apparel. Then I dreamed of a small store on State St. in Santa Barbara, where champagne would flow and my gray cat would perch in the window. And on and on it went. While at fashion school I envisioned a multi-layered store where each floor was designed to and inspired by one of the four elements.

Then, after many years of helping clients with their products, and expanding into digital products through PR Couture, I had a good-old a-ha moment that I could still feed this dream by simply reshaping it into a part of PR Couture and creating a small online boutique filled with fashion PR and publicist essentials.

Over the past year I have been working with small business owners to collaborate on small runs of shirts, cards, pencils, prints and more, and this week I'm proud to announce that the Haute shop is open, the merchandise is in stock, and I'm loving the chance to play with physical inventory after working in the digital space for so long.

I hope you spend some time poking around the new shop! Let me know what you love and what you'd like to see!

A few of my current favorites are:

Our special launch code ends tonight so shop now! Please spread the word among your PR friends - here's a tweet you can use!

Hey PR Girls,@ launched a new shop just for you! Save 20% w/ code HauteLaunch (orders $40+). Ends tonight!


Kelly Cutrone's PR Mistakes, Tweet Your Amazon Wish List & Instagram's Favorite Models Fashion PR Fridays: PR, Marketing & Social Media News for the Week of September 23, 2014

Kelly Cutrone’s PR Mistakes, Tweet Your Amazon Wish List & Instagram’s Favorite Models

  • Spark that creative genius with these five habits. (via Fast Company)
  • See what it takes to land a job at Polyvore and how it can help you land your dream gig. (via Marie Claire)
  • Kelly Cutrone's worst PR mistakes and more. (via Racked)
  • Getting to know Kristen Joy Watts, Instagram's Fashion Community Lead.( via Business of Fashion).
  • Some new tools to put in your PR toolbox. (via PRTini)
  • The enigma of why men don’t use Pinterest. (via the Telegraph)
  • The new Dear Abby? Lena Dunham launches new advice series and it’s exactly what you’d expect. (via Huffington Post Style)
  • Tory Burch is ready to to take the brand to global levels as she hires old Ralph Lauren veteran to be her co-CEO. (via Wall Street Journal)
  • Instagram’s favorite Fashion Week models. Which one is yours? (via the Independent)
  • Now you can add to your Amazon Wish List with a simple tweet. (via Mashable)

Favorite Fashion Videos

Photo Credit: Alba Garcia Aguado

Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me a note.