Nurture high-value
relationships with email

Luxury brands typically see higher engagement rates than mass-market brands due to more targeted, relevant content. Average benchmarks for premium brands include:

• Open rates: 25-35% (compared to 15-25% industry average)

• Click rates: 3-6% (compared to 2-4% industry average) For hotels, pre-arrival and exclusive offer emails often exceed 40% open rates. Interior designers see strong engagement on project showcase emails (30-40% opens). Lifestyle brands typically achieve 25-30% opens on well-segmented campaigns. These rates can be significantly higher for VIP segments and highly personalised content.

The optimal sequence length depends on your customer journey and purchase cycle. For luxury brands with considered purchases:

• Welcome series: 3-5 emails over 2-3 weeks

• Abandoned cart: 2-3 emails over 5-7 days

• Post-purchase: 3-4 emails over 30-60 days

• Re-engagement: 2-3 emails over 3-4 weeks For hotels, we recommend 2-3 pre-arrival emails and 2-3 post-stay touchpoints. Interior designers benefit from longer nurture sequences (5-7 emails) given the extended consideration period for design services. The key is providing value at each touchpoint rather than overwhelming subscribers.

Building a quality list for luxury brands requires strategic approaches that attract genuinely interested, qualified subscribers:

• Strategic lead magnets (design guides, trend reports, exclusive content)

• Showroom and event sign-ups

• Exclusive preview access for new collections

• VIP program enrollment

• Website exit-intent offers (tastefully executed)

• Social media conversion campaigns

• Partnership opportunities with complementary brands We focus on quality over quantity, targeting subscribers who align with your ideal customer profile and are likely to engage and convert.

The most effective automations for luxury brands include:

• Welcome series: Introduce brand values and key offerings

• Abandoned browse/cart: Sophisticated reminders with personalised recommendations

• Post-purchase: Thank you, care instructions, complementary product suggestions

• Win-back: Re-engage inactive subscribers with compelling offers

• VIP nurture: Exclusive content and early access for high-value customers

• Date-based triggers: Anniversaries, birthdays, seasonal relevance For hotels, pre- and post-stay sequences are particularly valuable. Interior designers benefit from inquiry-to-consultation workflows. Lifestyle brands see strong results from browse abandonment and replenishment reminders.

Sophisticated personalisation for luxury audiences goes beyond using first names:

• Purchase history-based product recommendations

• Browsing behaviour-triggered content

• Location-specific messaging and offers

• VIP tier-specific exclusive content

• Anniversary and milestone recognition

• Preference-based content selection

• Dynamic content blocks based on engagement patterns We create segmented experiences that make high-value customers feel recognised and valued, with content tailored to their specific interests and relationship with your brand.

We track comprehensive metrics that demonstrate email's business impact:

• Revenue metrics: Direct revenue attribution, revenue per email, customer lifetime value impact

• Engagement metrics: Open rates, click rates, conversion rates by segment

• List health: Growth rate, churn rate, engagement trends

• Automation performance: Workflow completion rates, revenue by automation

• Attribution: Multi-touch attribution showing email's role in customer journey For hotels, we track booking value and F&B conversion. For interior designers, consultation booking rates and project value. For lifestyle brands, direct revenue and impact on repeat purchase rate.

Email frequency for luxury brands requires careful balance to maintain engagement without overwhelming subscribers:

• Promotional emails: 1-2 per week maximum

• Newsletter/content emails: 1-2 per month

• Transactional/triggered emails: As appropriate based on customer actions Higher frequencies work for brands with diverse content (hotels with multiple F&B outlets, designers with regular new arrivals). We recommend starting conservatively and increasing based on engagement data. VIP segments often appreciate more frequent exclusive communications. We always provide preference centres allowing subscribers to control frequency.

With 60-70% of luxury brand emails opened on mobile devices, mobile optimisation is critical:

• Responsive templates that adapt to screen size

• Single-column layouts for easy mobile reading

• Large, touch-friendly call-to-action buttons

• Concise subject lines (40 characters or less)

• Compelling preheader text

• Appropriately sized, optimised images

• Readable font sizes (minimum 14px for body text) We design mobile-first while ensuring desktop experiences remain compelling, and test across major email clients and devices before sending.

Our re-engagement strategies for luxury brands include:

• Personalised "we miss you" campaigns with compelling imagery

• Exclusive offers or early access to win them back

• Preference center invitations to update interests

• Survey requests to understand needs better

• "Last chance" emails before unsubscribing them

• Showcase of what they've missed (new collections, projects) We typically define inactive as 90-180 days without engagement (adjusted based on your typical purchase cycle). Re-engagement campaigns help clean your list while recovering valuable customers who may have simply been busy or changed email habits.