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 7 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 utilizes 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.
Source: Brilliant Earth email
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.
Dr. Martens have included an Instagram feed in their Pride email campaign, giving their subscribers a dose of style inspiration whilst encouraging follows. The brand has followed UGC best practice by letting customers know how to share their Dr. Martens photos for a chance to be featured.
Source: Dr. Martens email
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.
Source: Feel Good Contacts email
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.
Source: Skinny Dip email
5. Pass the mic to LGBTQ+ owned businesses
What better way to show that you care than to put LGBTQ+ owned businesses in the spotlight? Collaborating with them is an authentic way to show you’re an ally to the community.
Be inspired by Etsy below. Not only do they show LGBTQ+ owned businesses, but they also showcase specific pride-inspired products.
Source: Etsy email
6. Inspire shoppers with pride-inducing product recommendations
Calvin Klein adds trending products to the bottom of their Pride month email, providing some guidance to customers who need a helping hand deciding which products to check out first.
For shoppers who you have previously browsed and made a purchase, it’s worth including product recommendations personalized to their interests and preferences to ensure you’re displaying items that are most likely to resonate with them, which in turn will boost click-throughs and conversions.
Source: Calvin Klein email
7. Share the love and start a fulfilling conversation with your customers
Finally, it’s important to listen to your customers and social media is a great place to do this.
Peloton have a specific hashtag for Pride so they can keep the conversation going.
Source: Peloton email
You can get more Pride email inspiration on our dedicated Pinterest board.
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