Permission-based email is still the most cost effective marketing technique. Earlier, I spoke of how Leah Costello is making effective use of LinkedIn’s email feature to promote her Bon Mot Book Club events. Indochino takes email marketing to another level.
I subscribe to their email newsletter. I opt-in to receive regular messages. Each week, I receive 2-3 messages featuring wardrobe suggestions. And each week, I receive a lesson on fashion. Each message contains a high-resolution photograph that features their clothing and a catchy tagline.
Take note. Indochino is an on-line service organization providing a service historically delivered on-site and in person. This is the trend. And, not just for retailers. More and more service organizations of all shapes and sizes are taking their offering on-line to brand themselves, build trust and develop thought leadership. Permission-based email is a technique to deliver quality content to a niche market that moves readers along the sales path.
Have I purchased a suit from Indochino? No. Not yet. But I have recommended Indochino to freinds and colleagues.
Kudos to the Indochino team for raising the bar. Here a several examples of their work.