Email Marketing and Dress Rentals

In many ways, women’s clothing stores that rent and sell prom dresses and wedding dresses are self-sustaining operations. After all, proms and weddings happen every year! Plus, with senior proms taking place nationwide, and June the most popular month for lovebirds to tie the knot, spring is the busiest time of the year for those who rent and sell dresses for the prom and for weddings.

Still, advertising and marketing for women’s clothing stores remains a challenge, especially with traditional methods of promotion such as newspapers and magazines lacking the type of impact they enjoyed a generation or two ago. But there is a more modern method of spreading the word that will provide store owners a sizable return on their investment—email marketing for dress rentals.

A dress rentals’ email marketing campaign provides simplicity during every step of the process. First of all, the email marketing software that stores need to implement the campaign is inexpensive to purchase and easy to operate. Stores don’t have to hire anyone else to oversee email marketing for dress rentals.

In addition, the software is more affordable than buying an ad in a newspaper or magazine (or purchasing commercial time on a local radio or television station) while offering the type of engagement old-fashioned advertising cannot hope to approach. How easy is it to miss an ad in the newspaper and/or magazine, to change the channel when a commercial comes on the radio or fast forward through an ad on television?

But dress rentals’ email marketing messages are delivered straight to the target audience and are far more likely to be absorbed than an ad in the newspaper or on the radio and/or television. The software allows for those sending the messages to put the recipient’s name both in the subject heading as well as in the introductory greeting.

Personalization of an email message dramatically increases the odds a person will open it and see what is contained therein—from basic facts about the women’s clothing store such as its hours, location and directions to news blurbs about the store and photos of some of the dresses it has for sale and rent. With dress rentals, email marketing messages can also easily be forwarded to friends and family who are seeking a place to rent or buy a dress for that big occasion. This feature makes email marketing for dress rentals the true word of mouth of the 21st century.

In addition, software has advanced to the point where a dress rentals’ email marketing campaign can include embedded video that can be viewed within the message. While seeing pictures of dresses is an effective means of advertising, it’s nowhere near as impactful as viewing videos of women in their prom dresses and wedding gowns. Studies indicate email marketing messages that include a video raise the conversion rates for the company by up to 50 percent. No other method of advertising can even come close to providing women’s clothing stores the kind of enviable return offered by dress rentals’ email marketing.