Mastering email marketing for luxury brands | Email teardown with MaryAnn Pfeiffer
In the world of email marketing, luxury brands can fall into the trap of style over substance - prioritising sleek visuals and dreamy aesthetics while neglecting the strategic backbone that drives conversions. But successful luxury marketing often has more in common with B2B than it does with traditional ecommerce.
I sat down with MaryAnn Pfeiffer, founder of 108 Degrees Digital Marketing and a Mailchimp Pro Partner, to unpack this intersection between B2B buyer psychology and high-ticket luxury sales - using a real-world example from one of her clients: Tett Safaris, a bespoke luxury safari company.
Why luxury brands should think Like B2B sellers
MaryAnn has been sending emails since the late 90s, and over the years, she’s noticed a powerful pattern: luxury buyers behave like B2B buyers. Here’s what she means:
The decision-making process is long and layered.
The average purchase value is high - often tens of thousands of dollars.
The buyer is rarely acting alone (think: family trips, not solo travel).
There’s a need for extensive information and trust-building before a purchase can happen.
In the case of Tett Safaris, this means helping clients plan long trips across multiple countries, often a year or more in advance. That kind of purchase isn’t made on a whim - it’s researched, discussed, compared, and carefully timed. Just like buying enterprise software or a six-figure service contract.
Building trust with high-end buyers through email
The big takeaway? Email is a trust-building channel - especially when the stakes (and price tags) are high.
MaryAnn highlighted how Tett Safaris uses email to:
Reassure potential clients about logistics (electricity, bathrooms, safety)
Share stories from real travelers to inspire confidence
Create a steady cadence of helpful, thoughtful content that nurtures the relationship long before a booking
It’s not about flashy subject lines or “last chance” countdowns. It’s about consistency, clarity, and giving the reader a reason to feel taken care of.
Luxury = long game
Unlike fast-paced ecommerce, luxury travel sales often span 12–36 months. That means your email strategy can't just be a seasonal push or a one-off blast - it needs to work as a long-term nurture sequence.
Think:
Welcome series that explains the brand and founder’s mission.
Educational content about travel seasons, destinations, and itinerary planning.
Testimonials and reviews that address common concerns.
Personal touches that make readers feel seen and understood.
For Tett Safaris, every email builds on the last - creating a layered, thoughtful conversation with the reader. One that respects their timeline, budget, and emotional investment.
Why founder values matter (and how to communicate them)
Another key piece that came up in the episode: the importance of shared values.
The founder of Tett Safaris, a woman entrepreneur launching a luxury brand post-pandemic, sought out an agency that reflected her values. She didn’t just want marketers - she wanted collaborators who understood her vision and the kind of client experience she wanted to deliver.
That alignment translated directly into the email content: respectful, attentive, informative, and authentic.
"We're not just sending emails," MaryAnn says. "We're helping her tell her story, and why she's the right guide for this once-in-a-lifetime journey."
Luxury buyers don’t just want a product - they want to believe in the brand, the people behind it, and the promise being made.
Applying the B2B mindset to luxury email
If you're marketing a high-end product or service, here's how to bring the B2B mindset into your email strategy:
Lengthen your nurture journey - Don't expect conversions from one or two emails.
Build credibility early and often - Use testimonials, founder stories, and real-world logistics.
Match buyer complexity - Acknowledge the number of stakeholders, concerns, and questions your audience might have.
Deliver substance - Use your emails to educate, reassure, and affirm. Not just to sell.
Highlight values and purpose - In luxury sales, who you are matters just as much as what you sell.
Whether you're booking safaris or selling $800 handbags, your buyer wants to trust you. Email is where that trust begins.
Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!
