Brands like PacSun, Chipotle, and Gucci are going into the metaverse to do what stores and websites can’t: immerse customers in unique experiences that blend real and virtual worlds for gaming, roleplaying, and shopping. (That’s the “I” in “i-commerce.”)
They’re using an old reliable marketing channel – email – to promote their new corners of the metaverse. Data from the MailCharts Index shows emails with “NFT,” “Roblox,” or “metaverse” jumped nearly 350 percent over the last 12 months.
Selling NFTs (non-fungible tokens like artwork or one-of-a-kind virtual merchandise) is one popular email campaign approach for apparel and lifestyle brands. Others use email to invite customers to build or play in branded destinations like Roblox and Decentraland.
Chipotle Mexican Grill’s recent National Burrito Day email campaign invited Roblox users to roll virtual burritos in a virtual re-creation of its original restaurant, snag-free virtual gifts, and go on a burrito delivery quest.
Sanrio used email to launch its Hello Kitty Virtual Café, which gives users everything they need to set up and run a virtual café in Roblox.
Should your brand join the rush to connect with customers wherever they are? Yes, according to Marie Driscoll, managing director of luxury and fashion at Coresight Research. “If you’re not thinking about it, you’re behind already,” she said at the recent Shoptalk retail conference.
On the other hand, consumer interest could be waning. Google Trends data shows searches on metaverse-related keywords peaked late in 2021 but dropped off sharply afterward. However, industry watchers say that could reflect changes in the news cycle rather than a lack of consumer interest.
Want to see how other e-commerce email marketers use email to welcome and engage their metaverse-savvy customers? MailCharts users can scroll through dozens of hand-curated emails on the new Metaverse and NFTs list.
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