Underwear Brands: Best Email Marketing Strategies [+ Examples]

Underwear is an interesting market as it evolved a lot during these recent years! It has been sold with fashion arguments and benefits, but also style, and functionality. In order for DTC brands to remain competitive in this growing market, it’s important to understand what’s happening now and how to improve your strategies. Being able to adapt to trends is a great way to effectively reach and engage your target audience.

Let’s explore what the best underwear brands are doing regarding their email marketing approach.

1. Reveal your Founder’s Favorite 
2. Show how your products outshine the competition
3. Promote awareness about a relatable topic
4. Celebrate important milestones with your audience
5. Re-engage your customers with back-in-stock emails
6. Collaborate with other known brands

1. Reveal your Founder’s Favorite

There is power in a founder’s story. It can help engage potential customers with a brand story that moves and excites them. In a brand with well-established storytelling like Savage X, the founder Rihanna (who happens to be a worldwide star), it is smart to reveal her top-pick products. This email is an excellent example.

Notice that the banner text uses Rihanna’s name instead of her being the “Founder”? It’s another smart tactic that uses popularity to influence your audience’s buying decision. The banner image is also commendable as they use a catchy, modern-looking outfit that adds a more convincing fierce character.

Rihanna’s February Faves ❤️‍🔥

On the other hand, Pepper makes use of the magic word “Founder” along with a friendly vibe in this email. Either way you present your copy, you can create an influential atmosphere around having the founder him/herself share a piece of their personality, favorites, standpoint, and any story in general. As long as it’s from the founder, it’s powerful.

Meet Jaclyn's new FAVORITE bra.

2. Show how your products outshine the competition

As a brand, we deal a lot with competition on a daily basis. It can be in opposition to specific brands in the industry, traditional ways of doing things, or even myths and misconceptions. One clever way to deal with the competition is by listing down as many points as you can in favor of your product.

Let’s review what the brands Knix and Pepper are doing to surpass the challenge. Both email copies are presented in a neat, comparison-type layout where they enumerated the advantages of using their products over the other.

Knix complements this comparison with three 5-star customer reviews and an image of the product being worn. While Pepper complements their copy with a Before and After image. Both are critical in supporting their claim.

What's up with the Dream Short?

Pepper VS. "Others"

3. Promote awareness about a relatable topic

There is a wide range of topics you can talk about to capture your audience's attention. This nowadays is being utilized by brands in their newsletters. Subjects like Breast Cancer Awareness are something near and dear to underwear brands because it is relevant and relatable to their target population.

We admire these emails from Adore Me and Savage X because of their sense of genuine concern for their audience. They don’t just tell information about the topic, but they also share how-to guides and most importantly, encourage them to take action on this matter concerning their well-being. With these newsletters, they form good communication between their company and the audience. Here, they also offer limited-edition items in a subtle but remarkable way.

We're here to help you check yourself. 🎀

Your Body. Your Health. Your Power.

4. Celebrate important milestones with your audience

A milestone campaign like this email from Knix is an awesome way for a brand to get itself in the spotlight. It aims to achieve a double celebration — the mark it has left since the beginning of establishing the brand, and the positive future they look forward to. Here, they also reaffirm what they stand for — being a brand that innovates solutions to known discomforts.

Sharing anniversaries like this can also strengthen ties with your existing customers and attract new ones too.

📩 A Look Back at 10 Years of Innovations

5. Re-engage your customers with back-in-stock emails

Products may go out of stock for a number of reasons, and it can be frustrating for customers. But with a back-in-stock email, there's an excellent opportunity to reconnect. Back-in-stock emails are also a way to emphasize that these products are always being sold out, so it creates a sense of excitement and urgency once the items become available.

Skims sent out two emails to announce the restock of their bras. The first one, "SKIMS Bras are Coming Back!" creates anticipation among their audience. It included a CTA button inviting you to join the waitlist and provided a preview of the bras that would be available. The second email, "Just Restocked: SKIMS Bras" served as a direct notification to inform customers that the bras are now available.

Cuup's approach is featuring back their most popular items. To give a meaningful comeback to their items, they shared a story from the people behind the creation.

SKIMS Bras are Coming Back!

Just Restocked: SKIMS Bras

Best Sellers Are Back in Stock

6. Collaborate with other known brands

Another proven approach to promoting your products is through collaboration with other known brands. It is where two or more brands co-partner with each other and mutually benefit from the collab. It’s also a gainful way of tapping into an existing fan base, gaining exposure to a wider audience. It also improves your credibility and reputation as a brand. And it eventually generates more sales and can save you part of marketing expenses.

A good example is the successful collaboration between Skims and Fendi, which brought together Skims' expertise in shapewear and Fendi's fashion aesthetic.

FENDI x SKIMS: The Collection

And the partnership between MeUndies and Backstreet Boys incorporates the iconic band's branding and designs into their underwear.

Backstreet Boys x MeUndies 🎤❄️

We’ve spent time curating beautiful examples to inspire underwear brands in shaping up their marketing moves and improving what they already have. They’re available here.