7 Might E-newsletter Concepts (That You may Need to Steal In the present day)

For many people, Might is a time of celebration, because the climate hots up, music festivals happen throughout the US, and college students graduate faculty.

Which ought to imply loads of alternatives for manufacturers, proper?

Sadly, maybe due to all these festivities, Might isn’t a month for studying emails. The truth is, regardless of being stuffed with ecommerce holidays, it sees one of many lowest common electronic mail advertising open charges of any month, at simply 20.19 p.c—solely forward of January, August, and July.

So it’s important that your electronic mail messaging cuts by the noise and compels individuals to open, click on by, and purchase, purchase, purchase.

That can assist you out, I raided Drip’s brimming swipe file to trace down seven of the perfect Might e-newsletter concepts and examples from a few of our favourite manufacturers…

It has near-universal enchantment, with analysis from the Nationwide Retail Federation (NRF) revealing that 84 p.c of Individuals deliberate to have a good time the event in 2022.

Happily for retailers, these celebrations sometimes contain splashing the money. The common particular person spends virtually $250 on Mom’s Day presents, with prime purchases together with:

• Flowers
• Greeting playing cards
• Reward playing cards
• Clothes & equipment
• Jewellery

And with greater than one-third of customers planning to purchase their Mom’s Day presents on-line, that is one vacation that ecommerce manufacturers positively don’t need to miss.

Whereas all of us plan to have our Mom’s Day purchases wrapped up weeks upfront, life usually will get in the best way. Which implies there’s a giant alternative for retailers to focus on last-minute Mom’s Day customers.

Operate of Magnificence definitely received the memo. In 2022, the sweetness model shared an electronic mail geared toward individuals who had been but to make these all-important Mom’s Day purchases.

As with each top-performing electronic mail, it began with a compelling topic line:

There’s a whole lot of that means in these six phrases. They make us really feel sort of responsible for being so unprepared, whereas additionally subtly promising an answer to our gift-buying woes.

Issues get even higher once you open the Mom’s Day electronic mail:

When you learn all of the copy, you understand this electronic mail is actually saying: “Purchase your mother a digital reward card.” Which is a strong if uninspiring reward thought.

Nonetheless, the e-mail makes this message sound much more interesting by positioning reward playing cards because the “reward of self-care”.

That makes us really feel like we’re making a wise, significant alternative—not simply shopping for the one factor that’s assured to reach on time.

Based on the NRF, roughly one in three Individuals purchase commencement presents for highschool and faculty college students every year, with widespread purchases together with: 

• Reward playing cards
• Attire
• Electronics

Whereas most US commencement ceremonies happen throughout Might and June, Google Tendencies reveals us that the lion’s share of search exercise for the time period “commencement presents” takes place in Might:

So in case you’re planning to focus on potential gift-buyers, Might is positively the most effective month to do it.

With that in thoughts, let’s analyze one in all my favourite commencement emails from 2022, courtesy of Workforce Man Crates.

We’ll begin with the topic line, which leans into the concept of shopping for “tassel-free” presents:

Are tasseled presents a factor? I can’t think about what that may even seem like. However it is a enjoyable topic line nonetheless, and the emoji utilization helps it stand out in a crowded inbox.

The humorous tone continues within the electronic mail physique, which once more performs up the concept Workforce Man Crates provides commencement presents the recipient will really take pleasure in:

It’s all underpinned by a wholesome dose of humor, which may be powerful to realize—however extraordinarily efficient once you get it proper.

Certainly, analysis from Oracle — not an organization I’d essentially affiliate with LOLs or LMAOs — discovered that 91 p.c of shoppers choose manufacturers to be humorous, whereas 72 p.c would select humorous manufacturers over their less-amusing rivals.

Memorial Day is a US federal vacation noticed on the final Monday of Might to mourn fallen army personnel.

Which doesn’t precisely sound like a pure match for ecommerce manufacturers.

Nonetheless, as with all lengthy weekends, the vacation has change into synonymous with procuring. Based on Numerator, of the 75 p.c of Individuals who deliberate to have a good time Memorial Day in 2022, about one in 5 deliberate to purchase one thing on-line.

For lots of shoppers, Memorial Day is about searching down bargains.

Certainly, Numerator’s survey discovered that 64 p.c of Memorial Day customers supposed to buy sale gadgets, whereas 37 p.c deliberate to buy with coupons.

So launching a Memorial Day sale is an apparent transfer, proper?

Possibly. However there’s an issue: everybody else is doing precisely the identical.

A fast scroll by our swipe file reveals that exactly one hundred pc of Memorial Day-specific emails despatched on the day in 2022 referenced some sort of low cost, promotion, or particular provide.

Which implies there’s a powerful likelihood all of your unimaginable offers will get misplaced within the noise.

Happily, there’s a easy answer: take a leaf out of Brooklinen’s guide by launching your Memorial Day sale early.

That method, you’re up in opposition to much less competitors, which can hopefully translate to extra clicks and gross sales.

I particularly like how Brooklinen positioned this electronic mail as an early-access invitation:

This makes clients really feel like they’re being supplied one thing particular; one thing that’s not accessible to the typical client. Which makes this electronic mail much more clickable.

That is mirrored by Google Tendencies information, which reveals two clear peaks in search exercise for the time period “summer time style”—the primary of which falls in late Might:

In different phrases, Might is a incredible time to point out off your summer-specific merchandise. Which is exactly what haircare model Prose does in my subsequent Might e-newsletter instance.

Firstly, a shoutout for the topic line:

Using “your” makes it really feel like a customized electronic mail. And with as much as 36 p.c of customers saying retailers ought to work more durable to ship extra customized experiences, that’s by no means a nasty factor.

Not solely that, however I just like the un-salesy tone right here. 

Prose presents this electronic mail as a “haircare guidelines”, reasonably than an inventory of merchandise it desires you to purchase, so it appears like invaluable content material. And if clients assume they’ll get one thing helpful out of your electronic mail, they’re extra more likely to click on.

The e-mail itself options what seems to be like a haircare guidelines, however on nearer inspection is really a run-down of varied product options and USPs:

Once more, the main focus right here is on the delicate promote. 

This theme continues proper right down to the CTA button, which eschews the standard “Store now” messaging in favor of a name to “Go customized”.

From massive names like Electrical Daisy Carnival in Las Vegas to numerous extra obscure examples (anybody down for Seattle’s Northwest Terror Fest?), it appears there’s a pageant catering to each style and finances.

So it’s no shock that phrases like “pageant style” and “pageant outfits” see excessive ranges of search all through Might:

Which implies one factor for ecommerce manufacturers: plenty of alternatives to push festival-themed merchandise.

AllSaints leapt on the alternative in Might 2022 with an electronic mail selling its pageant product class:

As you’d count on, the e-mail is chock stuffed with festival-friendly matches…

…together with product suggestions that talk to widespread festival-going ache factors (like realizing the solar has gone down and also you’re really fairly chilly):

Psychological Well being Month has been noticed within the US since method again in 1949, so it’s very a lot a legit consciousness day (in contrast to some we may point out).

For some manufacturers, this is a perfect alternative to advertise mindfulness and wellbeing-related merchandise, similar to Care/of does on this Might e-newsletter instance:

I believe Care/of will get it proper right here. Certain, it’s utilizing an consciousness month to promote merchandise—however as a result of these merchandise are related to the occasion in query, it doesn’t come throughout as cynical advertising.

Nonetheless, we stay in a reasonably cynical age. Based on Havas, 71 p.c of shoppers have little religion that manufacturers will ship on their guarantees, whereas lower than half of manufacturers are seen as reliable.

The very last thing you need is to be accused of “CSR washing” for crowbarring your merchandise and promotions into largely unrelated areas and conversations.

Briefly, in case you’re unsure whether or not it’s applicable to become involved in an consciousness day, it’s most likely greatest to err on the aspect of warning.

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In fact, I don’t count on you to take my phrase for it—I’m sort of biased, in spite of everything.

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