A brand that wants to increase its customer base, as well as brand loyalty, can invest in the usual social media platforms as part of its strategy. Or, it can start its own community, like the one introduced in this email.
Mailer Name: Activewear USA
Date Emailed: July 2, 2015
“Your Tribe Is Here!”, the email’s subject line announces, which is the first sign that this email might be different from the company’s usual mix of sales and content. The second is the large block at the top which mentions “Sweaty Nation” three times.
Sweaty Nation was launched by the fitness clothing retailer to appeal to a wide audience of workout enthusiasts, mainly women, who are club and studio owners, athletes, yogis, and professionals. That’s all explained in the second block, which also shows a snapshot of the website on a smartphone.
The next one goes into more detail on how fitness studios can use the platform to engage their current members by creating “a highly positive environment,” and building their own community. Another block talks about the bigger picture, how studios and their members can connect with others in the same locality, draw new members, and much more.
All of the images, as well as the links between the sections, click through to the Sweaty Nation website.
To download a free PDF of the entire email, please click here.
Engaging with others who share common interests is what makes social media so powerful. Brands that create sector-specific content and interaction, and build a community around that, can become even more valuable.