Pride month can be a great opportunity for brands to show commitment to the cause. Authenticity is the name of the game and your customers will spot insincerity a mile off. The best brands put their community front and centre, showcase their support and share the love.
Read on for 4 of our favorite email campaigns from this year's Pride Month (and why we love them).
1. Give your customers a starring role with user generated content
Build a loyal community of customers and foster trust with new shoppers through user generated content (UGC).
In this example, ethical jewelry company Brilliant Earth utilize this social proof tactic effectively by highlighting their customers in engagement and wedding themed photos, showing how their rings have contributed to the special moments depicted.
2. Build a brand community with real-time social feeds
Adding live social feeds to your emails is another way to build a loyal brand community.
Ted Baker have included an Instagram feed in their Pride email campaign, giving their subscribers a dose of style inspiration whilst encouraging follows. Including a community hashtag would have been a nice addition, ensuring customers know exactly how to share their Ted Baker UGC.
3. Enhance trust with reviews and star ratings
Adding star ratings and reviews to your marketing emails is a useful tactic for building trust and encouraging click-throughs to your website. Over half of consumers (56%) look for star ratings when making a purchase, so if you’ve got that five star approval, make sure everyone knows about it.
For their Pride campaign, Feel Good Contacts chose to promote their comfi Colors Rainbow Pack, boosting trust for first-time shoppers and customers who haven’t purchased that particular product by displaying its five star rating.
4. Show customers that you share their values
Establish an emotional connection with your customers and demonstrate solidarity by giving back to organizations close to your customers' hearts. Research shows that 85% of consumers have a more positive image of a product or company when it supports a charity they care about. And with conscious consumerism on the rise, actions speak louder than words.
In this example, Skinny Dip showcase their support for the LGBT community and help their customers get involved by donating each time a purchase of their Pride edit is made.
You can get more Pride email inspiration on our dedicated Pinterest board.
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