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Worth Repeating: Remailing Without Losing Your Brand Voice
Giovanna Alfieri, eCommerce Manager, Trina Turk

When formulating an email strategy, it is easy to get lost in promotional cadence or what the buying team anticipates selling. But you have individual customers with specific tastes and more notably, distinct shopping behaviors. You can segment and analyze this group, but it all ultimately comes down to how your messaging resonates with the customer. The remail is an effective tactic — hit the consumer with something they think they have already seen, invade their consciousness and they are sure to buy. But remails can do even more. They give you the opportunity to really learn your brand and understand its perceived value from the customer’s perspective. You can even afford to be a little cheeky with them if you like! Giovanna shares how Trina Turk uses its email program to get to know the customer point of view, while maintaining the brand voice throughout.