![]() The email also walks readers through how Warby Parker sources materials for its glasses and gives you the inside scoop on how they’re made. This helps potential customers learn that Warby Parker is the eyewear expert, ready to help the reader find their perfect frames. Then, it gives readers access to non-salesy, branded content to get to know Warby Parker better. ![]() Right off the bat, its welcome email gives readers the chance to start shopping. For example, welcome emails for apparel and accessories brands see a 46% open rate as opposed to a 23% open rate for standard email campaigns. ![]() Welcome emails see higher-than-average open rates and conversion rates than standard email marketing campaigns. Studies show that just sending any kind of welcome email is a great way to set the first impression with potential customers. Warby Parker sends everyone who subscribes to its email list a really strong welcome email to teach them about the company. Warby Parker’s Welcome Emails Start the Customer Journey on a High Note To emphasize its commitment to social causes, Warby Parker releases an annual impact report that highlights the many actions it takes toward social good. Plus, the company works throughout the year to support social justice causes, from advocating for legislative issues to leaving fresh food in community fridges around major cities, like the LES Community Fridge in New York City. It also built partnerships with public schools in Baltimore and New York City to provide free vision screenings and glasses to kids. On top of this program, Warby Parker works hard to maintain its carbon-neutral status. This program is like a BOGO deal with a social justice twist. That’s why, on top of a traditional referral program, it built its Buy a Pair, Give a Pair program into the business model since the company’s founding in 2010.įor every pair of Warby Parker glasses sold, the company gives a pair to one of the 2.5 billion people on the planet who lack access to proper vision care. Warby Parker knows its customers are drawn to brands that support a social mission, including climate change, class inequities, and fighting systemic racism.Ĭo-founder and co-CEO Neil Blumenthal says, “Purpose-driven impact continues to be a big priority for both our employees and customers, especially over the past year.” In other words, Warby Parker’s customers want stylish eyewear, but they also want to make the world a better place. And 46% of consumers consider a brand’s “social responsibility efforts” when they buy a product. Studies show that 70% of consumers want the brands they support to be vocal about environmental and social issues. ![]() Warby Parker’s brand philosophy includes the idea that brands can and should contribute to social good. ![]() Warby Parker Built Its Company Ethos Around Social Good The company connects with its audience through digital marketing channels like social media and email-as well as off-the-cuff ways like building award-winning apps and contributing to social justice issues. The secret to Warby Parker’s success has been a clever and human-centric marketing strategy. Now, Warby Parker has become a household name for its trendy eyewear at affordable prices. When the company was founded over a decade ago, it set out to disrupt the eyewear industry, which, at the time, was largely monopolized by a company named Luxottica. Not too shabby for a prescription eyeglass company that many said was doomed to fail. Warby Parker went public in 2021, nearly doubling its valuation to $6.8 billion by the close of its first trading day. ![]()
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