Retail Email of the Week: Betabrand Builds Community

Betabrand, an online apparel retailer and crowdfunding platform, uses email to give the fashion-forward some options for expanding their wardrobe.

Mailer Name: Betabrand
Date Emailed: June 13, 2017

Founded by Chris Lindland, San Francisco–based Betabrand designs, funds and manufactures its clothing in a matter of weeks. This fast-fashion approach is valuable and disruptive because it lets the company see what customers are interested in before making major commitments to buying inventory.

Betabrand’s latest email lets its fans know what’s being funded now: “Brand-New Pants, Jackets, Cephalopods!” The top of the email gives them another reason to scroll through it: a trip sweepstakes.

The top image depicts the product, Column-Fit Dress Pant Yoga Pants, to maximum effect. Additional photos show the pants on a model from different angles. The copy reminds Betabrand's email subscribers that funding a winner, i.e., a design that reaches its goal, results in a 15 percent discount.

Links are provided to connect the customer to Betabrand's website for more detailed information, or to begin funding. In addition, recipients can review the last panel for the product, which gives a quick breakdown of the pants’ benefits overlaid on one more photo of a smiling woman wearing them.

This email then profiles another product offer in a similar manner, before moving on to the cephalopod dress mentioned earlier. As it’s been “almost 400 percent crowdfunded,” the dress needs only a single photo to advise the customer to reserve her own.

Betabrand customers are presented with even more successfully funded outfits — nine to be exact — in a block that follows next. Each product name and image clicks through to its corresponding page on the Betabrand website, where its background story is shared along with product details.

Finally, at the bottom of the email, Betabrand announces a sweepstakes, yet another way to engage with its audience. Betabrand invites designers to submit ideas for a “getaway garment.” The winner receives a trip anywhere in the world.

The Takeaway
Some of your best product ideas can come right from your customers.