Email strategy teardown: DVF

Cross-channel brand consistency – a component of successful marketing

DVF

Omnichannel Marketing

Omnichannel marketing. We all hear about it, but do we really know what it is? Omnichannel marketing is a multichannel sales approach that gives the customer an integrated shopping experience. Whether they are shopping online or in a brick-and-mortar store, the experience will feel smooth and seamless. I recently visited a brick-and-mortar store of DVF, Diane Von Furstenberg, and experienced a world of color and awe. I then decided to explore their email marketing strategy to see if I had a similar experience.

We signed up for their emails, took a few actions, and watched to see how the experience unfolded.

Our Subject: DVF

Diane Von Furstenberg, also known as DVF, has developed a fashion empire that has global distribution in over 70 countries. The brand is known for its creative and bold use of colors and prints. The revolutionary wrap dress has become an iconic symbol of femininity and power for women everywhere, and has been worn by celebrities, politicians, and soccer moms alike.

 

Here's what happened with DVF

We signed up for their email newsletter and got a welcome series email

We abandoned a cart and received two abandoned cart emails

We purchased after the abandoned cart and received order confirmation and shipping emails

We received product, promotion, and event emails

Email deep dive

Let’s look at their one week email strategy.

1. Sign up for their welcome series emails

2. Abandon a cart and see if there’s an abandoned cart email

3. Make a purchase and see if there are post-purchase emails

 

 

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Daily email strategy

DVF

Shipping Confirmation

Product Email

Product Email

Event Email

Promotion

Order Confirmation #1

Welcome Series

Holiday Email

Product Email

Abandoned Cart Email #1

Product Email

Abandoned Cart Email #2

Product Email

Product Email

Product Email

Product Email

Product Email

Promotion

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Product Email

Product Email

Product Email

Product Email

Event Email

Product Email

Product Email

Product Email

Product Email

Product Email

Order Confirmation

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The good, the bad, the ugly: DVF

positive review

Abandoned Cart Emails

DVF sent us two abandoned cart messages, which is great. Ecommerce marketers should have two to three messages in a series as a general best practice. An addition of color would take these messages up a notch and help mimic the experience I had in the store.

 

positive review

Product Emails

I would call this omnichannel done well. Everything about this email reminded me of the store I visited, from the selection of prints, the beautiful colors, and the well-tailored pieces to the playful messaging. They also sent a wonderfully creative monthly message they call the “Wrap Report” to highlight the best styles of their iconic wrap dress. Brilliant. I wanted to buy one of everything.

negative review

Welcome Series Email

It’s good there is one, because according to our data, welcome series emails receive 63% higher open rates, 86% higher click-through rates, and 83% higher revenue per recipient (RPR) than your average email campaign. However, I almost missed the promotional offer, because the copy was small and didn’t stand out from the rest of the message. Also, as the first email I received, it really should have more closely resembled the experience I had in the DVF brick-and-mortar store. One opportunity would be to A/B test the current email with one where the promotional offer is greatly emphasized and there’s more obvious branding.

negative review

Order Confirmation Emails

It’s good that there’s a product image reminding me of what I’ve purchased, but it feels bare. The messaging isn’t consistent with what I saw in the store and in product emails. Adding more color to the messages would strengthen the experience.

negative review

Shipping Confirmation Email

Just like the order confirmation, this also felt like something was missing. There also wasn’t an image of what I ordered, which would have been a great way to reignite my excitement.

In Conclusion…


DVF is a name with strong brand recognition, and rightfully so. Their products are high quality and their prints and silhouettes make heads turn. To ensure they continue to give customers the best experience possible, they should make their email marketing strategy consistent with their in-store experience to create the full omnichannel experience. This will help further strengthen their messaging and branding, help build long-term customer relationships, and drive additional revenue.

DVF

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