Western & English Today


W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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Page 25 of 133

22 Western & English Today "[Frequency] varies depending on the season. In the spring and summer we send out a newsletter at least once a week. During the holiday season, our busiest time, we create two campaigns per week." LYNSEY HIRTH Head of Fabric Division, Coral & Tusk "Subject line and content [are most important]. e subject line is the bait, and the content is what will bring them into the boat. Once you have that, your timing will depend on what your targeted audience demographic." ANDREW TORCHON National Media Marketing Manager, Scully ONLINE CHATTER With subject lines blasting keywords such as sale in all caps or inserting emojis for special attention, email newsletters are one of the quickest ways to reach customers, wholesale or retail. Our network of retailers and manufacturers chimed in on just how to get those clicks without one being unsubscribe. E-NEWSLETTERS "We don't do 'newsletters' per se. We do 'email blasts' that vary with the season and what is relevant for us and our stores. We like to do at least one a week, but it doesn't always happen. Direct- to-consumer emails do result in online sales. Consumers may not always buy the product featured, but they do buy something. We can track this through MailChimp and Shopify." CHERYL MCMULLEN Creative Director, Double D Ranch "Newsletters have been very good for our business and our age demographic; not everyone follows us on social media but most everyone gets mail. We also respect the fact that all of us get so many email messages in a day and we don't want to blow up someone's mailbox with endless emails, so we are sensitive to that and try to send out a limited amount. At some point, if our emails become too frequent, the open rate tends to drop or people will ask to be removed from our mailing list." KIM MONCURE Owner, Cowgirl Kim Unique Western Chic

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