Why Sephora's emails work 86% better than everybody elses

Plus, The Importance of a Compelling CTA

Author

Melanie Balke
December 17, 2024

Welcome to The Retention Newsie by The Email Marketers, the retention-building experts for 8-& 9-figure e-commerce brands.

Every week, we bring you the best case studies, strategies, and tips for retaining more customers, turning them into raving fans, and increasing revenue.

Up this week:

  • đź’„Sephora’s Masterful Email Marketing Strategy

  • 📧 The Importance of a Company’s CTA

  • đź“Š Double-Digit Growth, Email Tracking Lawsuits & More!

Reading time: 4 minutes 20 seconds

How Sephora Redefined Email Personalization

For three consecutive years, Sephora ranked #1 on Sailthru's Retail Personalization Index, and it's pretty easy to understand how. Sephora has made email marketing feel less like advertising and more like a personal conversation with its customers.

In 2017, Sephora brought their digital and in-store teams together into one retail team. This change helped them follow the customer’s journey from start to finish.

 "If a customer browsed online then bought in store, we can see that. We just weren't looking at it before, but it's a win for both channels."

Mary Beth Laughton, SVP of digital

This shift allowed Sephora to master what many brands struggle with: creating truly personalized email experiences throughout the entire customer lifecycle.

Sephora’s email strategy is anything but basic. Forget the usual “Hi [First Name]”—they’ve created a smart, responsive system that adapts to how customers interact with them at every touchpoint. From browsing habits to purchase history, every detail shapes emails that feel personal and relevant, making their approach both effective and customer-focused.

Sephora’s welcome emails captivate their new subscribers, with an impressive 86% higher open rate compared to standard marketing emails. These emails lay the groundwork for personalized connections while introducing subscribers to the brand’s ecosystem.

What really sets Sephora apart is their post-purchase strategy.

They seem to know exactly when you’re about to run out of that charcoal mask and send a perfectly timed reminder to restock. And those free samples you loved? They’ll follow up with a nudge, asking if you’re “Ready for the Full Size?” It’s thoughtful, smooth, and spot-on.

Sephora’s Beauty Insider loyalty program powers their email strategy with valuable data, making every message feel spot-on. When you’ve earned enough points for a full-face makeover, they send a personalized invite that not only brings you into the store but often leads to extra purchases.

It’s a smart way to keep customers engaged and coming back for more.

Cart abandonment emails are where the brand truly excels. Rather than a basic “You forgot something!” they strike the perfect balance of urgency and sophistication, using personalized product recommendations based on browsing history—a smart, customer-focused approach that gets results.

  • Send Emails That Anticipate Customer Needs: Use what you know about your products and customer habits to time emails perfectly. Think of reminders to reorder just before they run out or suggestions for items that pair well with what they’ve bought.

  • Connect Online and In-Store Experiences: Make the customer journey seamless by linking digital and physical interactions. For example, follow up online after an in-store visit or use browsing data to create personalized offers they can redeem in-store.

  • Use Data to Create Emails That Add Real Value: Tap into insights like past purchases and browsing history to send emails that feel useful and relevant, whether it’s a nudge to restock, a reward reminder, or a product recommendation they’ll actually want.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.

Take Action with your Call-To-Action

A Call-To-Action (CTA) will make or break your successful email marketing strategy. It's the most important part in guiding your readers to take the next step, whether that's making a purchase, signing up for a webinar, or engaging with your brand in some other way.

Crafting a compelling CTA is both an art and a science. Here are some important tips to keep in mind:

  1. Make it Actionable: Use strong, action-oriented language that clearly communicates what you want the reader to do. Phrases like "Shop Now," "Get Started," or "Claim Your Discount" leave no room for ambiguity.

  2. Create a Sense of Urgency: Tap into the power of FOMO (fear of missing out) by using words that convey urgency, such as "Limited Time Offer," "Last Chance," or "Only X Left in Stock." This encourages readers to act quickly.

  3. Personalize Your CTAs: Personalized CTAs can increase clicks by up to 90% (Campaign Monitor). Use merge tags to insert the recipient's name or other personal details to make the CTA feel tailor-made for them.

  4. Design for Visibility: Your CTA should be impossible to miss. Use bright, contrasting colors for your buttons and surround them with plenty of white space. Place your primary CTA above the fold and ensure it stands out from other elements.

  5. Experiment with Different Tactics: You might not get your CTA right on the first try. It’s important to test different colors, copy, placement, and styles to figure out what works for your audience.

Remember, even the most compelling copy and subject lines are useless without a well-crafted CTA to seal the deal.

By applying these strategies, you can drive the desired responses and boost your conversion rates.

Your CTA is your closer, your final pitch. Make it count, and watch your retention rates soar.