There’s been something going on with brands recently. We all have noticed it, even if we all have not been able to quite put a finger on it.
It’s the meteoric rise of the D2C brands. Think Casper Matresses, Glossier Cosmetics, et al. These agile “micro-brands” exist mostly on their native e-commerce sites and on social media, interjecting themselves seamlessly where their broad consumer base interacts most heavily. These firms stand to turn the tables on larger legacy brands due to their digital savvy and their high quality-high convenience-low cost alternatives.
What does this have to do with email? Looking to the new social media precedent set by these same “micro-brands,” Angela Miller, Victory’s CMO, takes a deep dive into the marketing positioning and messaging of popular brands today and concludes that the new email opt-in no longer has anything to do with email. She argues, using behavioral understanding, that brands should contextualize their social media “follow links” in a way that emulates an email opt-in.
