Author: Ben Davis

Ben Davis

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

Vera Wang to Tom Ford: how US luxury brands fare with email welcomes

There are many considerations when harvesting the email address of your customer. How much information do you ask for? How hard do you push the sign-up? What do you include in a welcome email?

For luxury brands, the purchase decision is surely all about education and information. Giving those moneyed customers knowledge of new lines and must-haves will keep them returning, in fear they're missing out.

Most luxury brands sell 'lifetime' pieces, and so to hook the customer ahead of your competitors, every word of your comms should entice and exude the charm of a private members club.

Here's how some of the most searched for US luxury brands do email welcomes.

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Coach: almost a first class website

Coach has an ultimately frustrating website.

Don’t get me wrong, the desktop site, designed this year, isn’t presenting too many barriers to customers. It also has some nice touches that should shine in a tweaked redesign. And it has some amazing product images (of amazing products).

But, at the moment, it’s a little buggy and has a homepage lacking in features above the fold.

With a little work, the desktop ecommerce site could make content and products easier to surface, and provide a much more immersive experience.

In this post, I’m looking at the US website. If you’re not in the US, you can hit ‘global sites’ in the footer and take a look at the American view.

For those outside of the US, Coach is big, with revenue of $3.23bn in 2009. It’s big enough that when I Google simply ‘coach’ (and bear in mind I’m in the UK), I get a Google company ‘card’ on the RHS of the SERPS (see below), which I can click to take me to results more relevant to the luxury leather goods store.

So, now that I’m in the store, what does it look like?

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10 interesting Econsultancy posts from August

Some of you might have been lucky enough to have escaped work in August. And, while I’m sure you enjoyed lounging at Club Med, there is some interesting Econsultancy content you have missed!

Here is our top 10 posts of the month, from great comment threads to ‘sleepers’ that are too good to be missed.

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Heart attack and Vine: the best six second accounts

Word up to all the Tom Waits fans that recognise this post's headline.

I've tried to round-up some vines that haven't been featured here before, and I'll try to inspire some of you to look again at the tool. Although lots of brands started using Vine back in winter when it launched, many have forgotten about it.

It's so easy to use, and immediately marks out any Twitter account as willing to share some fun with fans. As Airbnb, and many others, show, it's also a good medium to use for competitions, as vines are easily sharable and defined by brevity and, hopefully, wit.

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Lyle & Scott

Can you find a CEO on social media? Lyle & Scott hopes so

British fashion brand Lyle & Scott is looking for its next great leader, a new CEO.

To do this, shunning traditional recruitment methods, the company is using social media predominantly, linking to a microsite to attract the right person.

Will we start to see this kind of recruitment process more and more? Those at Lyle & Scott think that to find the right candidate, one has to mix things up a bit, and use a selective medium, symptomatic of the candidate one is looking for.

Let’s take a look…

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13 awesome interweb things that have amused us this week

This week's round-up includes Ninjas, Duran Duran, bears driving cars, and doctor/modernist poet, William Carlos Williams.

Do kindly check it out.

If there's anything you want to direct us to, for future round-ups, whack it in the comments. Enjoy!

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Self help

Customer service: the move to ‘help yourself’

In this post I’ll be looking at the growing importance of self-service. I'll look at some brands that do it well, and some that don't, and offer advice as to what self-service entails.

Research recently carried out by Zendesk indicates that over 50% of customers want self-service and 67% prefer self-service to speaking to someone.

Combine this with the fact that self-service is cheaper than web chat, which itself is significantly cheaper than a running a call centre, and it's definitely a trend we'll see continue online.

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Interactly

Start Me Up! A profile of Interactly

Interviewing is a pain, as is leaving your desk to go ask questions of someone to ensure a personable real-life reply.

Interactly offers the ability to pose questions and harvest video answers recorded by your interlocutors on their webcams.

We spoke to CEO and founder, Rogier Trimpe, to ask him about this time-saving product.

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What we learned from trying Google Glass

Here at Econsultancy we try to write about Google Glass when we can, because we know it’s of great interest to marketers, and indeed the rest of humanity.

On Friday some of Econsultancy’s Content team tried Google Glass at Somo’s incredible gadget room in its London HQ, where they develop new tech uses for clients (thanks, Somo).

It was fun, but also revealing, so I thought I’d share some of what we saw and felt.

For the complete run down on Glass functions, you can visit Google’s help centre.

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Google's new paid and organic report: An expert view

Google yesterday released a new paid and organic report in AdWords to 'help you better understand how people searching on Google are connecting with your business'.

According to the Big G, the new report is 'the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page'.

Here’s a pic of what the report looks like..

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More brilliant marketing creative to enjoy with your coffee

I wrote this post on examples of marketing creative recently. Since it was popular, here’s some more brilliant marketing creative to enjoy with your coffee. Mmmm…drink it in.

If any of you are in London in October, check out our event, Punch, where marketing meets the new creative (part of the Festival of Marketing).

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14 awesome interweb things that have amused us this week

Welcome to you all! This week in the Econsultancy content team, we've been laughing at precisely 14 things.

This week's round up includes porcupines, groin gifs, and an excellent Slideshare from Twitter's Bruce Daisley. 

They are listed below for your mutual amusement.

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