For the pull strategy, email marketing is a common activity used by them. E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing.
The Body Shop always use email marketing to promote their product. Firstly, newsletters are sent to their target customers through email. Samples of the newsletters are posted on their web site. Their newsletter is worth to receive as it includes lots of coupons and news of their product. In this way, people may be attracted to sign up to receive their email and finally they can get many email addresses of their target customers.
To conclude, The Body Shop is a successful company to use email marketing for promotion. This promotion activity is easy and cheap. They can save promotion costs as the cost of email marketing is far less in terms of production time and money when comparing to other traditional ways of advertising or promotional channels like TV. The Body Shop can prove that email marketing can be an effective way for promotion and they are a good role model for the other company to follow.