How To Nail Your Email Pre-Header (And What Everyone Else Is Getting Wrong)

 There have been thousands of articles written about this very topic (I’m sure I’ve read hundreds of them over the years myself), and yet it’s still something I see businesses getting very, very wrong.The pre-header is an often misunderstood, misused field in email marketing that when used correctly, is just as important as a good subject line.So, to get you ahead of the pack, here’s a guide on how to use your pre-header wisely.

Get To Know Pre-Headers

It’s a field in the email building process that often stumps people – they’re not really sure what it does, or what the point of it is. A pre-header (also known as preview text) is a way to let your customers know what to expect when they open the email in less than 130 characters.When best used, the pre-header works alongside your subject line to give just enough of a teaser for the reader to want to know more and open the email. Think of it as a way to get the info in that you couldn’t fit in your subject line.At its worst, it’s either a wasted opportunity, or left completely blank. When this happens, the email provider will automatically fill content from your email into this space – it’s often out of context and won’t necessarily pull customers in. Worst case scenario is you end up with your navigation buttons in as your pre-header - New In, Women, Men – not the greatest look in an email.

3 Things To Remember When Writing Your Pre-Header

1. The pre-header should work together with your subject line – use it as a way to continue on from the subject line, or convey a secondary message by using a word like ‘Plus’
2. Keep in concise – don’t waffle, the recommended length is 40 – 130 characters. On desktop, it will also depend on your subject length, the longer the subject line the less of the pre-header shows and vice versa. I always err on the side of less is more, 40 characters goes quickly!
3. Don’t bury your main message in the pre-header – it should act as a supporting role, not the star

Examples Of Great Pre-Headers

Glassons - A great example of a short and sweet subject line, with the pre-header providing the context and detail.The RealReal – High end resale site the RealReal shows how you can use ‘Plus’ to add on a second message seamlessly. They could have put more text in here if they had wanted, but no need in this case.And where it’s gone wrong...I spy a navigation creeping into the pre-header. To avoid this, they should have made their pre-header longer. You can pick this up in testing before you send your emails.Same problem here. Short, generic pre-header that’s been done without thought. Then the email content starts to sneak in. Whoops, no pun intended. By Sophie Macfarlane-Digital Whizz of TalkShop Bespoke Retail Consulting   

Fashion Exposed Now

Hear more insights from Sophie Macfarlane at her Free Seminar Session, Hi Bricks And Mortar, My Name Is Online, Nice To E-meet You! on Sunday 2 February at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Fashion Exposed NowFree, trade-only eventSunday 2 – Monday 3 February 2020Royal Exhibition Building, Melbournefashionexposed.com 

5 Visual Merchandising Techniques To Freshen Up Your Shop

Feeling a bit uninspired? Shop feeling flat? Stock levels low or nothing new coming in? Give your shop a quick refresh and revitalise you, your team and your customer with these 5 Visual Merchandising techniques;

1. Change The Fixture, Mannequin And Prop Placement

You can refresh your shop by simply moving the placement of more permanent props, tables, fixtures and mannequins. If you have a table, try moving it to another spot in the shop. Always have your mannequins grouped in the window? Try moving them to the middle of your shop and replace with a garment rail in the window. What about the props that are up on that shelf and have been sitting there for over a year? Pull them down, relocate them.By simply moving these more permanent things around, you can refresh your shop for your customers, your team and yourself!TIPS

• Keep a 1.2m clearance between fixtures so that customers can move through the shop with ease
• Alternate the fixture heights, size and type of fixture through the shop.
• Create flow to encourage shopping the entire shop. As you are setting up the fixtures, constantly walk through them from the front of the shop. Test to see how the flow feels, it should be easy and it should guide you into and around the shop.
• Review and watch customers as they move through the new shop layout, or stop to look at something. Notice what is working and what is not. You can always change what is not working

2. Locate Your Visual Hot Spots And Use Them

So often props, signage or great product are placed in a location that isn’t optimal. By that, I mean it’s just not a place the eye visits with ease. To locate your shop visual hot spots, start by standing out the front of your shop. Close your eyes for 10 seconds, open them. Where do your eyes go to? Continue to do this as you enter your shop, walk through it and leave. Make note of these spots. These are your most visual spots. This is where you should place signage, new products, best selling products and props.TIPS

• Find your stores visual hot spots
• Place new or best selling products, props or signage here.

3. Add A Statement Prop To The Window/Front Entry

You can bring life to your front window/ entry using statement props. When you use props, you need to think about what your customer will be shopping for? What are they going to, what will they need? What products do you have coming in and what style/ colours are the products in?If you can anticipate this, you will be able to support the product with ease.Some props to consider are:

• A contrast backdrop. Something that will compliment the product you have, but will also make it stand out. You can use colour or texture for this. For example, if you have a summer range of white, you may like to use a white backdrop, so that the entire window is white or you could contrast it with a fluro colour backdrop. What would suit the product you sell & the customer you sell to?
• Large prop. You could use one, simple large prop to support your window,  or many small props to create one large group.
• Eye catching prop. What’s going to be in your window? What could contrast against this? Movement, lights, contrast colour, random items all make great contrasting props.
• A big sign. What’s the message you want to convey? It could brand, it could be a seasonal quote. Something quick, quirky or funny that will connect with your customer. Perhaps you had a popular quote or meme on your instagram feed that could be used in your window?

4. Use Your Best Sellers And Sale Trends To Make Decisions

This is a pretty crucial VM technique to use whenever you make decisions & changes in your shop. Numbers don’t lie. You can use the numbers to review what’s going on, what’s popular, what you were selling last year at this same time etc. The numbers can also help you to predict what customers will want at a certain time of year.TIPS

• Review your top 10 selling items by profit each week. Make sure these items are fully replenished, fully stocked and visible for the customer.
• Review last year's top selling items. What were you selling this time last year? Where are those items now?
• Look at current trends, relevant  to your customer to identify what customer may be looking for. Keep up to date with the media that your customer is influenced by. Be it magazines, instagram, celebrities, movies, music, local influences, weather.
• Use the info from your findings to make decisions and changes

5. Create The Right Vibe In Your Shop And Make A Connection With Your Customer

Want to know how to beat the online shops? Create a vibe in your shop that will keep your customers coming back & get them talking about you. Today, more than ever, people are craving human connection. This is where physical shops can really win. There are some really simple actions you can put in place in your shop to help create this connection.

• Right style at the right time for your customer. Not sure what your customer listens to? Ask them and start creating a list for your shop. Notice a customer singing along to a song? Make a note, because that’s a winner!
• Does your shop have a smell? It should. Smells connect us to our senses & create good memories. Consider having a specific smell for your shop.
• Welcoming service and connection. Customer walks into your shop? Stop what you’re doing, engage. This is the human connection we all crave. Strike up a conversation. Ask about their day. Treat every customer as your friend. You don’t need to try to sell to them.
• Make them feel part of your tribe. What can you do in your shop, to make your customers feel like they belong and are aligned with the same beliefs as you?

Bonus Tips!

1. Whatever you do, stay true to your brand. You might come across a great idea on Pinterest or Instagram, don’t straight out copy this. Take the idea and apply your brand, your customer, your belief to the idea so that it becomes your own.
2. Pay attention to your customer. Ask questions. Listen. Watch how they shop. Treat them as your friend. If you pay attention, you will find that your customer has all the answers.
3. Use your team to help transform your shop. There’s no need for you to go this all on your own. Visual Merchandising is a great team building exercise. Get people involved, share ideas and ask for opinions.
4. Try new things. Test. Sure it might feel odd, different or not right. But if you don't try, you'll never know or worse, never change. Test. Watch how customers interact, move around the changes. If something doesn’t work, you can always move it back. If it does, then you’re evolving and this is great.

Using these 5 Visual Merchandising techniques & bonus tips you are sure to refresh & revitalise you, your team and your customer. The majority of these techniques are simply using items that you already have in a new way. Trust yourself & your team. Watch, listen and attend to your customer and you will find your shop refreshed in no time.  By Sarah Quinn- Co-Founder of TalkShop Bespoke Retail Consulting    

Fashion Exposed Now

Hear more tips from Sarah Quinn at her Free Round Table Session, 'Stand out from the crowd with visual merchandising ideas' at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Fashion Exposed NowFree, trade-only eventSunday 2 – Monday 3 February 2020Royal Exhibition Building, Melbournefashionexposed.com

5 Smart Ways To Increase Your Retail Sales Online

The convenience of online shopping has posed both, a challenge and a huge opportunity for retailers. In 2018, 10% of the total retail sales in Australia was done online (source). By 2020, one out of ten items will be purchased online (source). If you’re not leveraging online shopping, you’ll be left behind very quickly.The question, of course, is: How can you beat the competition, which continues to grow, and increase your online retail sales?Here are my five ways to boost your sales online.

1. Build A Strong Brand

Building a trusted, loved brand based on values has never been so important. Consumers are savvy and bombarded with marketing messages all the time. It’s only natural that people came to distrust what they see and hear online.Building a community of loyal customers and brand advocates online will set you apart and will ensure you have an audience waiting with hearts and wallets open when you launch products or run a sales campaign.Most importantly, you won’t have to drive sales by discounting, which will help increase your profitability.Start by being crystal clear on your brand values and what your brand stands for. Know exactly who your ideal customers are and speak their language. Go deep, not wide, and appeal to those who share the same values as you.

2. Optimize Your Website For Conversions

Did you know that only 3% of people landing on your website is ready to buy right now? And from this 3%, not everyone will choose to buy from you? In fact, the average conversion rates for e-commerce is 2%. Very low indeed.Too many retail websites seem to be optimized to send the traffic back to Instagram. It should be exactly the opposite. Put yourself in your customers shoes and ask yourself: What do they need to see, know and understand to make a purchase?Everyone shopping online is afraid of regretting their purchase because the actual product may not look, feel, or fit as expected, or may not arrive on time. Remove any perceived risk and you will quickly see an increase in online sales.You can reduce the purchase risk dramatically by:

• Using large, detailed, varied images and videos of your products on your website.

You know how your product looks like, but don’t assume your customers do too.Give them an “almost in person” experience by providing several photos, from different angles and videos of your products.Don’t just use imagery of the product on its own. Show the product on a human model.

• Describing your products in detail. If you don’t have a minimum of 2 paragraphs describing your products, you have room for improvement.

Consumers want to know what they’re buying, how it was made, where, which materials, whether it’s eco-friendly, etc. Leave nothing out. Being upfront about shipment costs, delivery times, and your returns policy. Don’t hide those details where no one can find them. Make sure it’s clear and visible.

3. Develop The Relationship Further Through E-mail 

E-mail marketing is still one of the most cost-effective, personal ways to deepen the relationship with your customers and prospective customers. While social media is borrowed land, your email database belongs to you.In addition, there’s no algorithm dictating how many people will see or read your emails. It’s up to you to make it interesting and appealing to your customers.One of the biggest mistakes I see when it comes to e-mail marketing is the lack of a strategic, content-driven email marketing plan, especially from retailers.While your customers want to know about your latest product releases and sales, you should use email to develop the relationship further, and strengthen your brand and bond with your customers.

4. Cross-sell And Up-sell

Selling only one product to your customers is a huge miss opportunity. Know your products well, and what goes with each of them. Suggest complementary products below the product being viewed.People are after a solution, not just a product. If someone is looking for a skirt, chances are they’d be keen to buy a matching shirt, a belt, earrings, shoes, or a jacket that completes the look.Make it easier for your customers to find matching pieces. It’s not salesy, it’s good customer service, and it will increase your dollar sale.

5. Stay Front Of Mind - Advertise

Organic marketing will only take you so far. Facebook and Instagram advertising are very affordable and highly effective. In fact, never before, small businesses had such great access to paid advertising.Advertising your products, blogs, popular posts, competitions and events, consistently, will help you gain momentum and increase your sales long-term.The word to notice here is consistently. Don’t just advertise during big sales times, or on special occasions when everyone else is advertising. It will cost you more, and it will be less effective.Do it every month to ensure your brand stays front of mind. Remember my first point. You want to create a community of loyal customers and brand advocates.It won’t happen if you only show up from time to time. Consistency is key.I hope you found these tips helpful, and remember to look at your business and website from your customers point of view. By Fernanda Alberici / Marketing Strategist and founder of FAB Marketing. Website    

Fashion Exposed Now

Hear more insights from Fernanda during her Free Round Table Session, 'Beyond Likes - How to increase your online sales', on Monday 3 February at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Sunday 2 – Monday 3 February 2020Royal Exhibition Building, MelbourneFree, trade-only event.  

The calm after the storm, before the panic

As we charge towards Boxing Day, in the last days of Christmas gifting season, it is clear that there has been a shift coming. The shift that has snuck upon us is the Black Friday/Cyber Monday curveball, it started here in Australia in 2013 and it now dictates peak trade period.So, what I would like to review here, with these facts not going anywhere, is how you can make the most of your businesses ‘quiet’ time come January and February 2020. This is peak holiday period, and stores tend to stay on sale until early February when the new trans seasonal stock starts to arrive.Six month marketing planCreate a monthly schedule from February until end of financial year. The marketing/planning calender’s purpose is to lay out the six months ahead and avoid ‘knee-jerk’ reactions to poor sales. In this schedule use the below tips so that you and your team can see what is coming. It will also help you budget for events and marketing.

• Using your sales data from year prior, have a look at where the business peaks and troughs.
• What type of events appeal to your customer? Eg. Pre-season launch/Preview- this makes VIP customers feel privy to secret information and can allow for pre-order sales to guarantee you a good sell-through. This kind of event can be applied for any product from fashion to tech.
• Once you have decided on these, enter them in to your calender, add reminder alarms if need be, so that nothing sneaks up on you.
• When will your store Visual Merchandising and new windows be installed and what budget and strategy will you apply.

For example, will you invest in an amazing window to launch the new season and look completely fresh and new. This does not need to be changed for a few months, as long as the product displayed in the windows is.

• Does your customer relate to the traditional retail sales like Valentines Day, Easter or Mother’s Day and if not, what events appeal to them?

Find a template that works for you, a generic Word Calendar, and Xcel spreadsheet, something tangible from Officeworks or Kikki.K. A really nice calendar that includes key dates is- https://www.esendex.com.au/blog/post/the-2019-2020-retail-calendar/Create customer profileI love this trick, it is tried and tested and actually really can test how well you know your customer. Give them a name, age, demographic, friends, family, budget, occupation and so on.Once you have completed your profile/s read it and check that your product, store, socials and e-comm are all in line with those values. If you find discrepancies, you can set to work correcting your business offering to get back on track. On the other hand, if you are spot on, ask yourself what more can you do and how can you reach out further to extend yourself.This is a great way to assess where you are going for 2020.Mission Statement or Call to actionA good mission statement should aim to inspire and transform your business. They provide a clearly stated business purpose and goals to succeed. Your mission statement and corporate philosophy need to work together to set the culture, and guide you from past to future in your business.Anyone who reads or hears this will gain a clear understanding of your brand identity and ethos. It is not easy to do, but it is very important to have one that you and your team are committed to.It is time to get writing!Reflection and CorrectionLooking back on 2019, make some notes about some stand out fails- we all have them! My list is too long this year, but my goodness, have I learnt a lot. By recognising where you went wrong, you can make a direct plan to improve on those misgivings and hopefully look back and smile, knowing that you are now stronger and wiser.This is classic advice, but just thinking about is not enough, write it down and keep it handy to remind yourself at different stages of the year. I like to make notes in my calendar, like ‘Last year when we ran the fashion show in-store, I overspent on food and drink by $500. Remember to reduce the budget and waste.’Staff one-on-one and team talkTake time out to chat with your team, one-on-one and then as a team. Make sure your expectations are clear and on the table, and that your precious team members feel heard and understood.This is really good to conduct a few times a year. Keep it informal, but do take notes and let your staff member take notes as well. After the meeting, put everything in an email to summarise and reiterate a positive attitude and culture.On the other hand, this is a good time to re-assess any team members who are not the right it for your business.The team meeting or activity before high season begins should be a positive connecting experience. An idea that I am really loving is having an open forum awards event. This entails the group voting on different categories, for example Best Salesperson, but this is not decided by the manager or owner in private. The candidates all vote and talk about why they are making the nomination. It opens the line of communication, encourages the team to support each other and talk about the strengths and talents of their co-workers.These tips make for a clear focus to ring in the new year during a time that can often be stressful and nerve-wracking. Good planning, assessment and reflection can be a real circuit-braker and make a real difference to your business and perspective.Happy trading! Written by Gemma Ostroburski- Founder of TalkShop Bespoke Retail Consulting  You can hear more tips for your retail business from Gemma at her Free Seminar Session, 'Hi Bricks and Mortar, my name is Online, nice to e-meet you!', on Sunday 2 February at Fashion Exposed Now.