Spent the past week hiking, surfing and exploring the rainforest on Vancouver Island with my family. My first time in the PNW - truly inspiring landscape and nature.

When I started Cobble Hill 12 years ago, I would have had a hard time turning the work brain off during a weeklong trip.

Constantly checking email. This is no good for anyone.

It's less of a work/life balance thing now, but more of a realization that you can't affect the outcome as long as you put in the hard work. And part of the hard work is taking a break to recover.

Always grateful to be able to spend time with my kids and give them attention without having a nose in the phone.

In this email I cover:

• Insights on the shifting luxury discovery landscape

• Strategies for powerful content creation in luxury marketing

• Precision digital advertising tactics for Instagram and Google

• Email marketing techniques to nurture brand loyalists

• Tips for building your email list while maintaining brand exclusivity

• Conversion rate optimization for luxury e-commerce

• Future trends in luxury marketing and how to stay ahead

If you’re new, here’s how you can follow along with my weekly podcast:

→ Weekly episode on YouTube, Spotify, and Apple. Every Wednesday.

→ Short-form content on LinkedIn, Twitter, Instagram, and TikTok.

→ Follow me on Threads!

I recently had the privilege of presenting a talk for The Southern C, a remarkable resource for creative female entrepreneurs. The energy and passion were inspiring, reminding me why I love what we do in the brand space. During my presentation, I shared insights on navigating the ever-evolving digital landscape for luxury brands, and I wanted to extend these valuable strategies to you. In this email, I've distilled the key points from my talk, offering you a roadmap for precision growth in the digital era. Whether you're looking to refine your social media presence, optimize your email marketing, or explore new advertising channels, I believe you'll find these insights both practical and transformative.

The Shifting Luxury Discovery Landscape

The way consumers discover luxury brands has transformed dramatically. Social media platforms now play a crucial role, with Instagram posts and TikTok videos showcasing products in use. "Day in the life" vlogs and targeted social media ads based on user interests are becoming increasingly influential. However, traditional methods still hold weight:

- Personal recommendations and experiences remain powerful, including word-of-mouth and seeing friends use or wear items.

- Physical retail experiences, such as spotting items in luxury hotel gift shops, continue to be relevant.

- Email marketing drives a significant 20% of revenue for e-commerce businesses.

- Search engine results, both organic and paid, are critical for discovery.

- Content marketing, including blog posts about "Top 10 Luxury [Items]" and lifestyle articles, helps in brand positioning.

How we think about content:

- Develop a multi-channel strategy that includes social media, email, and search engine marketing.

- Create content that can be easily shared and discovered across platforms.

- Invest in influencer partnerships and PR to boost word-of-mouth recommendations.

The Power of Content in Luxury Marketing

High-quality, engaging content is the backbone of luxury brand marketing. It's crucial to:

- Repurpose content across various platforms, changing how you share it to maintain freshness.

- Utilize different content types: visual, written, and video.

- Connect consumers with your brand by sharing stories about the founders and the product creation process. This personal connection gives consumers a sense of "edge" in the luxury space.

- Develop a content calendar that includes various types of content.

- Create behind-the-scenes content showcasing your brand's craftsmanship and heritage.

- Regularly share founder stories and product development insights to build a personal connection with your audience.

Precision in Digital Advertising Strategies

Focus your digital advertising efforts on visual platforms, particularly Instagram and Google. These platforms offer the best opportunity to find new clients, especially with smaller budgets. Content focus in advertising should include four key pieces:

1. Evergreen content about your brand

2. Bestseller highlights

3. Seasonality/launch content

4. Special offers

Ad Tip

Continuously iterate and optimize your ads. When an ad performs well, increase its budget and create variations to maximize its impact.

Email Marketing: Your Direct Line to Brand Loyalists

Email marketing remains a powerful tool for luxury brands, especially for capturing recurring revenue from customers.

- Don't hesitate to email at least once a week, but keep your message simple and focused.

- Integrate successful elements from your organic social media posts into your email strategy.

Key email flows to implement:

1. Welcome series

2. Abandoned cart

3. Browse abandon

4. Post-purchase follow-up

Recommended platforms: Klaviyo, Omnisend, or Shopify Email

Email Tips:

- Implement the four key email flows mentioned above.

- Develop a weekly email schedule with clear themes and product highlights.

- Use A/B testing to optimize your email content and design.

- Consider sending handwritten notes to VIP customers for a personal touch.

Building Your Email List and Conversion Optimization

Growing your email list is crucial, but it must be balanced with maintaining your brand image.

- Use pop-ups on your website to capture email addresses.

- Offer exclusive incentives like free shipping or a small discount for sign-ups.

- Implement SMS marketing for VIPs and new product drops.

Quick tips to increase conversion rates:

- Optimize your product pages to avoid clutter.

- Simplify the shopping experience and navigation.

- Continuously A/B test and improve your cart experience.

- Implement email capture strategies on your website.

- Review and optimize your product pages and overall site navigation.

- Set up A/B tests for your cart and checkout process.

The Future of Luxury Marketing

Remember, in the world of luxury marketing, it's essential to excel in one specific area. Find your niche, perfect it, and let it become the cornerstone of your brand's digital strategy. As the luxury landscape evolves, it's crucial to:

- Balance traditional luxury values with digital innovation.

- Focus on creating scarcity and exclusivity in your offerings.

- Adapt to changing consumer preferences while staying true to your brand identity.

- Embrace new technologies and platforms, but don't spread yourself too thin.

- Clearly define your brand values and ensure they're consistently communicated across all channels.

- Explore emerging platforms like TikTok Spark Ads, but focus on mastering one or two channels before expanding.

- Consider non-traditional channels like podcasts or exclusive events to create unique experiences for your customers.

If you’re new, here’s how you can follow along with my weekly podcast:

→ Weekly episode on YouTube, Spotify, and Apple. Every Wednesday.

→ Short-form content on LinkedIn, Twitter, Instagram, and TikTok.