Latest / The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers / How Glossier Uses Email to Retain Customers Through Community
Transcript
- Lucas: So there's this beauty brand that basically built a retention engine out of customer love — not discounts, not points, but a genuine sense of community. I'm talking about Glossier. Luna: Glossier... they're the ones who started as a blog, right? Lucas: Exactly. The founder, Emily Weiss, started 'Into The Gloss' back in 2010, and it was this beauty blog where she interviewed women about their routines. It built a huge following. Then in 2014, she launched Glossier as a direct to consumer brand, and the blog became a massive asset — because those readers already felt like they were part of something. Luna: So they had this built-in community before they even had a product. Lucas: Right. And that's the foundation of their retention strategy. They didn't just sell products; they sold a co-created identity. Glossier's whole ethos is 'beauty in real life' — and they actively involve their customers in product development. They famously ask their community for feedback on everything from shades to formulas, and they've even named products after the community members who inspired them. Luna: Like the 'Boy Brow'? Or is that just a clever name? Lucas: That one's more on-brand. But they do have things like the 'Cloud Paint' — and they've had campaigns where customers submit their own looks, and those get featured. So the email strategy becomes about nurturing that sense of ownership. Let me give you a concrete example: their email for the 'Glossier You' fragrance launch. Instead of just blasting a 'here's our new scent' email, they sent a series of emails over a couple of weeks, telling the story of how they developed the fragrance with input from their community — and they included snippets of customer feedback they'd received. Luna: So it's not just a product drop; it's a narrative. Lucas: Exactly. And that's what makes it work for retention. When you make customers feel like they're part of the brand's story, they're more likely to stick around. Glossier also has a 'Friends of Glossier' referral program — you get a discount when you refer a friend, and that friend gets a discount too. But here's the twist: the emails that drive that program are written like you're sharing a secret with a friend, not like a corporate sales pitch. Luna: So the referral feels more like a personal recommendation. Lucas: Right. And they use email to keep the community engaged between purchases. They have a 'Glossier IRL' hashtag for in-person meetups, and they'll send emails highlighting events or featuring customer photos from those meetups. It's all about reinforcing that you're part of this bigger thing. Luna: I love that they use user-generated content so heavily. It's like social proof, but more intimate. Lucas: And it's a huge retention lever. When you see someone like you using a product, it validates your choice and makes you want to stay with the brand. Glossier's emails often feature 'This is how our community wears it' — which is way more compelling than a stock photo. Luna: So what's the concrete takeaway for other brands? Not every brand can build a blog empire first. Lucas: True. But you can borrow the principle: make your customers feel like insiders. Send emails that give them a peek behind the scenes, ask for their input on something — even if it's just 'which shade should we bring back?' — and then surface their responses in the next email. That creates a feedback loop that makes them feel heard. Luna: That's smart. It's not about discounts, it's about involvement. Lucas: And that's why Glossier's retention numbers have historically been so strong — even when they had a period of slower growth, their existing customers kept coming back. The community is basically a moat. Luna: It's funny you mention moats. I was reading about how some brands are now investing in community as a retention play — like Peloton, but for beauty? I guess the lesson is that community isn't just a nice to have, it's a retention strategy. Lucas: Yeah, and that's something we've touched on before, but Glossier is a great case because they've done it from day one. They didn't have to bolt on a loyalty program later. Luna: So, if a listener is running an e-commerce brand and wants to start building this kind of community, where should they begin? Lucas: Start small. Pick one channel — maybe email or Instagram — and start featuring customer stories. Ask a question in your email, then showcase some of the best answers in the next one. Over time, that builds a conversation. And it does keep people subscribed, which keeps them in your retention loop. Luna: That's a great starting point. And you know, this kind of conversation is exactly why we do this show. If these marketing ideas have sparked something you've actually used, that's really rewarding for us. Lucas: Yeah, it genuinely is. And if you've gotten value from these episodes, a couple of dollars a month is what keeps them going — buy me a coffee dot com slash fexingo. It makes a real difference in keeping everything ad-free. Luna: We really appreciate that. But back to Glossier — one thing I'm curious about is how they handle lapsed customers. Do they have a win-back email that's also community-focused? Lucas: Good question. They do send win-back emails, but they're not your typical 'we miss you, here's 20 percent off' — at least not in the past. They'll frame it as 'You've been missed in the Glossier community' and highlight what's new with the community — new product launches, events, even changes to their pop-up shops. It's a softer approach, more about rekindling that sense of belonging than offering a discount. Luna: So they're trying to re-engage the emotional connection, not just the wallet. Lucas: Exactly. And it works because they've spent years building that connection. That's the long game of community retention. Luna: I have to say, I'm tempted to look up my old Glossier emails now — I think I'm still on their list. Lucas: See, that's the power of a good community email. It makes you feel like you're part of something even when you're not actively buying. Luna: Alright, so to wrap up: Glossier's retention is built on community, not coupons. And the concrete takeaway is to make your customers feel like insiders. Lucas: And if you're looking to start, just pick one channel and start featuring your customers. The community will follow. Thanks for listening, everyone — we'll be back next week with more retention marketing insights.