Celebrity endorsement is not a new marketing strategy. Who could forget arguably the most iconic ad campaign of the ‘90s, “Got Milk?”, which featured A-listers donning milk mustaches? What about Britney Spears’ magnum opus, the “Now and Then” 2001 Pepsi Superbowl commercial? Skipping to the present, is it possible to truly keep up with the Kardashians without staying up to date on their latest influencer partnerships with brands like Sugarbearhair and Teami?
While you ponder the answers to these extremely hard-hitting and thought-provoking questions, let’s ask one more: how are brands leveraging celebrities in email marketing? Check out 3 examples of ways brands have used celebrity marketing to engage with customers via email. Keep in mind that you must have a celebrity’s legal permission prior to using their name or likeness in any form of marketing messaging.
Change Sender to a Celebrity’s Name
One way to include a celebrity endorsement in an email is by using a notable name as the sender of the message. Fabletics, an athletic wear brand, does this very consistently by using Kate Hudson, their A-list CEO and Founder, as the sender of some of their email communication.
By listing Kate Hudson as the sender, the message appears to be personalized communication from the star rather than just a standard marketing email blast. More than that, Fabletics goes as far as to include possessive adjectives like “my” in the subject lines of the messages sent by their CEO to contribute to the illusion that Kate Hudson is in fact personally reaching out about her favorite leggings. The celebrity sender and the casual, if not colloquial subject line give Fabletics’ message to a unique flair.
Welcome Email from a Star
Another example of celebrity endorsement in email comes from the clothing brand Draper James. When customers sign up for Draper James’ email newsletter they are instantly greeted with a welcome email from Reese Witherspoon, the company’s founder.
Draper James’ welcome email allows Witherspoon to articulate her brand mission directly to her customers. More than that, since Witherspoon no doubt exemplifies the brand’s target consumer her short welcome message which includes a “candid” photo helps illustrate to customers the Draper James lifestyle. Draper James’ welcome email helps build their brand with a personal touch from their famous founder.
Moving away from traditional endorsements, another way to incorporate celebrities in emails is by tailoring the subject line and content of emails to each customer’s unique interests. Twitter personalizes their triggered email messages by sending users emails when a celebrity the user follows is mentioned in the news. For instance, Twitter sent out an email notification to Kanye West’s twitter followers when one of his tweets makes it to the press.In doing so, Twitter positions the very act of tweeting as newsworthy by pointing to specific star-studded examples that pertain directly to the user’s interests. While Kanye West is a prolific tweeter, this method also applies to lesser-known people who may only be considered famous to a more niche community. Twitter’s strategy of personalizing messaging based on customers’ interests in specific celebrities and influencers keeps their emails relevant.
Fabletics, Draper James, and Twitter provide novel examples of celebrity marketing in email.