Retail Email of the Week: Madison Reed on QVC

An email from online hair color startup Madison Reed promotes a celebrity appearance on television shopping network QVC.

Mailer Name: Madison Reed
Date Emailed: July 7, 2017

Founded by Amy Errett in 2014, Madison Reed has disrupted the hair color category by manufacturing and selling home hair coloring products that promise salon-quality color. Its touchups, colors, shampoos, kits, etc., do not include ammonia or other problematic ingredients. In addition to its website, Madison Reed sells its products through Ulta and other retailers, like QVC.

“Watch us on QVC + meet Kimberly Caldwell (you might already know her)” reads the subject line of this email. It invites the subscriber to check out the appearance of former "American Idol" finalist Kimberly Caldwell on Tues., July 11.

As Madison Reed’s “NEW Chief Brand Ambassador,” Caldwell's appearance can help the brand leverage her celebrity status to introduce its products to a new audience. Below a few lines of copy explaining who Caldwell is — for those who might not know — a call-to-action button clicks through to a blog post by Caldwell on Madison Reed’s website.

Caldwell writes about how her life changed after she was introduced to Madison Reed. “For the first time my hair felt and looked luxurious,” she says, sharing before-and-after photos. She also relates how she’s learned “how to own my beauty by taking a chance on something different. Not only something different, but something that I can feel good about.” As a new mom, Caldwell talks about how using Madison Reed products saves her time. All of this humanizes the brand and builds credibility with the shopper.

Two additional links to the blog are embedded in the email to highlight new content. One presents tips for “gorgeous vacation hair,” while the other showcases looks from happy customers who have posted selfies on Instagram or Facebook. “[T]he camera loves you … and so do we,” the copy reads.

The last section of the email offers the customer 20 percent off for joining the Madison Reed Membership program. Clicking on the button takes the customer to the website for more information on the benefits of the subscription box.

The Takeaway
Have a specific goal in mind when choosing a celebrity to endorse your brand or product.