French national handbag longchamp mail delivery French style

Longchamp, founded in 1948, is a luxury leather goods brand in France, with its lightweight folding style and fashionable design sweeping the world. In France it has become a hand-in-the-street bag that never fades. Since its debut in the Chinese market in 2006, more than 20 outlets have been opened. In 2013, Longchamp sales in the Chinese market increased by 26%.

Earlier, Longchamp chief executive Chan Kasgran in an interview with Reuters has made clear that the plan to expand the Chinese market depth of the brand, in addition to new stores, in the brand-building strategy has also fully demonstrated the Longchamp to tap the potential of China's market determination.

Mention France, never lack of "fashion, luxury, nobility, elegance" such adjectives, approachable price, simple and generous appearance will Longchamp handbag into more Chinese hands, become a part of the impression of France. As a Longchamp handbag enthusiast, plus the author for many years in the Webpower China area engaged in mail marketing services, naturally observed nearly a year longchamp in the Chinese market to do brand communication action. In particular, summed up the Longchamp in the mail marketing advantages and disadvantages, readers.

1. Skillfully borrow social media and start the EDM journey

The author began to become Longchamp Mail subscribers, originated in early 2014, Longchamp on social media platform launched the 2014 spring Amoi one-season advertising film quiz activities.

Longchamp in the new year atmosphere remaining, the Chinese Traditional Spring Festival comes, with the influence of the spokesperson It-girlalexachung, combined with a simple yet fun little game for the New Year brand battle warm-up. More brand to expand the mail marketing done a very good cushion, Jina data is relatively clean and effective.

2. Match the brand activity, send frequency not get mad bland not fire

After becoming a opt-in user of Longchamp mail, I actually did not drown in the frequent mails as expected. Even in the author should forget to have actively subscribed to its mail.

After a big six months, a "Join us to celebrate Lepliage?" The 20 anniversary of the folding package! "Jump into the eye, call everyone with the story of the folding package of personal and folded package 20 years of history, it is easy to trigger a small fresh campaign." Holding the Longchamp planning activities will not be too bad confidence, the author actively participate. However, by mail link for the entrance, a full toss for half an hour, or can't open the page, or Outlook set the barrier, and ultimately did not successfully share the photos. The whole experience is very bad, I have to sigh with emotion international brand needs all aspects of localization, can better promote activities.

Later, Longchamp in micro-Bo and successively launched the event, the author through the account, and finally successfully shared a story with the folding package, absolutely called the author actively contribute to the most efforts of UGC.

3. Besides the brand story, Longchamp can tell us something else.

Two weeks later, Longchamp again sent a message called "The Secret of the Lepliage folding bag," so it seems that Longchamp does not seem to want to summarize the last activity for the user, hastily ended the art of the full campaign. New messages keep their elegance from heading to content. Although speaking a brand story, but there is no rushing words, fresh design or to the mail users to bring a hint of pleasure.

The next "Lepliage folding package of the latest art cross-border masterpiece" of the Mail, through the American contemporary artist Sarahmorris perspective, cross-boundary deduction Lepliage "line" in the "color", continue to show the Longchamp unique way light life.

At the product level, the e-mail that directs consumption, Longchamp's mail also shows French elegance, without shouting exaggerated discounts and not taking frivolous product lines. Are you hesitant about giving a gift? This is a polite product recommendation.

However, in addition to the brand story and the fresh design, Longchamp can also tell us some of the handbag maintenance and cleaning common sense, collocation advice, event release, and even some special offers. These brand-related information is also important to convey the brand temperament.

Here are two points for marketers to think about, first of all, after we start the mail marketing, really do a good job including content and frequency of the mail product line planning it? Second, when we start campaign, does it really combine social media, advertising and other channels? Sometimes ineffective marketing results come from the less thoughtful we are.

French national handbag longchamp mail delivery French style