Ever because the historic Babylonians began making New 12 months’s resolutions, the dawning of a brand new yr has been a time of change and progress.
Quick ahead about 4,000 years and the custom is alive and properly, notably amongst youthful customers, with analysis from YouGov revealing that about two-fifths of American under-30s make resolutions.
The excellent news for entrepreneurs? Lots of these resolutions—from residing more healthy and shedding weight to private enchancment and touring—will seemingly contain spending cash.
However customers don’t have a bottomless pit of money. With the common US grownup anticipated to spend roughly $870 on Christmas presents in 2022, it takes razor-sharp messaging to prise open your prospects’ purses.
What does that appear to be? To determine it out, I’ve dipped into Drip’s cavernous electronic mail swipefile to trace down seven of the very best New 12 months electronic mail examples…
7 New 12 months Publication Concepts
Recess: Faucet Into the Mindfulness Pattern
It’s truthful to say life has been fairly nerve-racking in recent times.
A March 2022 survey from the American Psychological Affiliation discovered that 87 p.c of US adults really feel like there’s been a “fixed stream of crises” since 2020, whereas 73 p.c say they really feel “overwhelmed” by the variety of issues going through the world as we speak.
So it’s no shock {that a} rising variety of customers are taking energetic steps to really feel much less confused. For example, the variety of People who follow yoga has elevated from 21 million in 2010 to 34.4 million in 2021, whereas one in 5 US customers used a mindfulness or meditation app in Q3 2022.
This pattern is mirrored in our New 12 months’s resolutions, with two of the preferred resolutions—residing more healthy and private enchancment or happiness—aligning with our rising love of mindfulness.
All of that is improbable information for manufacturers like Recess, which makes “drinks and powders that can assist you really feel calm cool collected regardless of the nerve-racking world round you”. Within the runup to New 12 months’s Eve 2022, it shared the next electronic mail with its prospects, urging them to “take some extra time for your self”:
I like this New 12 months electronic mail instance as a result of it’s not attempting to vary customers’ minds; it’s encouraging them to do one thing they’re already eager about.
As such, it barely seems like Recess is promoting something on this electronic mail. It’s merely highlighting a pattern and recommending a product that matches.
Goop: Supply Model Suggestions
Whether or not watching the ball drop in Time Sq., attending a fireworks show, or internet hosting a home celebration, New 12 months’s Eve is a distinctly social affair.
However whereas all of us love hanging out with our nearest and dearest, it may also be a bit nerve-racking—not least in relation to dressing up. Certainly, half of People say selecting an outfit is essentially the most stress-inducing a part of going out, whereas about one-quarter have canceled on dinner plans as a result of they couldn’t discover something to put on.
So why not take a leaf from Goop’s e book by providing your viewers some New 12 months’s Eve styling ideas?
This electronic mail works properly as a result of it balances sales-oriented messaging with genuinely helpful recommendation.
I additionally like the way it’s not simply about celebration outfits. Even when you’re not planning an enormous evening out or social get-together for NYE, there’s one thing on this electronic mail for you.
AllSaints: Launch a Pre-NYE Sale
I’ve already famous how the vacation season is an costly time of yr. So it’s hardly shocking that YouGov’s analysis discovered roughly one in eight New 12 months’s resolutions relate to monetary targets.
This can be a potential drawback for entrepreneurs. In case your viewers is actively taking steps to save cash, how will you compel them to drop a bit additional cash forward of New 12 months’s Eve?
You could possibly all the time observe AllSaints’ lead by launching a particular NYE-themed sale.
In fact, there’s an apparent problem with this technique:
It is advisable to launch the sale early sufficient for purchasers to order in time for his or her fancy new outfits to reach forward of the large evening. In actuality, this nearly definitely means selling your low cost forward of Christmas, which dangers interfering together with your different festive campaigns.
So is a pre-NYE sale actually such a wise tactic?
In the end, that will depend on your model and viewers. AllSaints is focusing on a youthful viewers that’s extra more likely to be actively procuring round for a brand new outfit to debut on December thirty first, so it’s price taking a break from their commonplace gifting-themed emails.
In case your viewers skews older or is extra family-oriented, a marketing campaign like this may not be such a great match. And that’s fantastic. In any case, advertising is not meant to be a one-size-fits-all strategy.
Mattress Bathtub & Past: Promote Speedy Transport Choices
Attending workplace events; shopping for and wrapping presents; touring throughout the nation to see your loved ones. It’s truthful to say there’s lots to maintain us busy within the days and weeks main as much as Christmas.
All of which signifies that New 12 months’s Eve can usually be one thing of an afterthought.
Even when now we have concrete plans, we’d not take any steps to organize for them. Subsequent factor we all know, it’s December twenty ninth, and we don’t have sufficient food and drinks—or chairs—for all of the individuals who’ve RSVP-ed to our NYE bash.
It’s at instances like this that we thank our fortunate stars for the existence of curbside pickup.
Clearly, COVID-19 launched the fun of curbside and instore pickup to a bunch of people that might not in any other case have used it.
However this isn’t a fleeting pattern. About half of People used curbside pickup earlier than and through the pandemic, whereas 33 p.c of under-50s within the US who began utilizing it within the pandemic plan to maintain doing so.
In a post-coronavirus world, curbside pickup actually comes into its personal when velocity is of the essence, serving to prospects make last-minute purchases that in any other case wouldn’t arrive till properly after these NYE fireworks have fizzled out.
In my subsequent New 12 months electronic mail instance, Mattress Bathtub & Past demonstrates how you can successfully promote a service like curbside pickup. As you possibly can see, all of it begins with a sturdy electronic mail topic line:
The retailer leans into the comfort of curbside pickup, emphasizing the velocity with which orders can place and accumulate their orders.
This messaging is backed up inside the electronic mail physique by a easy banner that encourages customers to purchase the whole lot they should have a good time the New 12 months:
In fact, curbside pickup isn’t an choice for everybody. If you happen to’re an online-only retailer or direct-to-consumer model, there are a pair different options you possibly can leverage:
- Encourage prospects to pay for expedited transport
- Put money into a micro-fulfilment mannequin, opening smaller warehouses near massive inhabitants facilities
- Goal prospects earlier, thereby serving to them beat the last-minute rush
Sweaty Betty: Promote Wholesome Dwelling
Little question impressed by the excesses of the vacation season, many people prioritize wholesome residing in our resolutions. The truth is, YouGov’s analysis named it as our hottest decision, with one in 4 People promising (to themselves) to guide more healthy lives within the new yr.
This seems like a house run for any model within the well being and health area of interest. Identical to with the mindfulness pattern, it’s merely a case of showcasing merchandise that buyers are already planning to purchase.
In fact, nothing is ever that simple on the planet of selling. There are 1000’s of well being and fitness-related manufacturers, all battling it out for a slice of the pie.
For that motive, yoga model Sweaty Betty determined to sweeten the deal by selling an as much as 50 p.c off sale alongside its New 12 months messaging:
Not solely is that this New 12 months electronic mail instance showcasing a well-liked product, but it surely’s additionally providing a considerable low cost. That’s a tricky combo for customers to disregard.
Mugsy: Want Your Viewers a Glad New 12 months (& Promote Your USPs)
Everyone knows electronic mail advertising is a improbable income driver. Its return on funding is unmatched, delivering $36 of income for each $1 spent.
However that doesn’t imply each single electronic mail you ship represents a possibility to spice up your backside line.
Take New 12 months’s Eve emails. For the overwhelming majority of individuals, checking their electronic mail inboxes merely isn’t a precedence as midnight approaches—they’ve received higher issues to be doing.
So it’s no shock that analysis from DMD discovered the common electronic mail open price on December thirty first is simply 5.7 p.c. And it drops even decrease—to a paltry 3.5 p.c—on New 12 months’s Day.
To place that in perspective, DMD reported the common electronic mail open price for 2021 as a complete stood at 13.59 p.c—about 2.5 instances greater than the determine for New 12 months’s Eve.
So when you’re planning to want your viewers “Glad New 12 months” on December thirty first, most individuals in your advertising checklist received’t learn the message till days later (if in any respect).
Does this imply it’s merely not price reaching out to your viewers on New 12 months’s Eve?
Not essentially.
Factor is, these types of messages are a simple strategy to reveal that you just care about your prospects.
And whereas they’re not a nice alternative for driving direct gross sales, they’ll undoubtedly be an efficient strategy to reveal why individuals ought to take into account shopping for from you in future.
In my subsequent instance, menswear model Mugsy makes use of its “Glad New 12 months” message to share a few of its prime USPs:
With 56 p.c of all deserted carts brought on by shipping-related issues through the checkout course of, there’s actually no unhealthy time to advertise your transport coverage.
That’s the form of messaging that would persuade recipients to purchase subsequent time you attain out with a compelling provide.
Brooklinen: Showcase Product Bundles
January could be a difficult time for ecommerce entrepreneurs.
On one hand, you realize your viewers is seeking to tighten the purse strings. However on the opposite, you’ve received income targets to hit.
For that motive, many manufacturers select to welcome the New 12 months with some form of sale—both on particular product classes or throughout their total web sites.
However gross sales aren’t a silver-bullet answer. Launch them too usually and also you threat damaging your model, with 38 p.c of customers agreeing that fixed reductions make retailers look “low-cost and retro”. Ouch.
Gross sales can even eat into your margins, so it’s simple to grasp why many manufacturers search for different ways to drive income within the New 12 months.
Product bundling is one answer. Selling a product bundle could be a extremely efficient tactic, boosting your common order worth and making your costs look extra engaging with out forcing you to launch a “common” sale.
On this New 12 months electronic mail instance, Brooklinen promotes a combined bundle—that’s, a bundle made up of merchandise that may also be bought individually:
If this strategy doesn’t give you the results you want, there are a number of different bundling methods to attempt, corresponding to pure bundling—whereby the bundled merchandise can’t be purchased individually—and cross-sell bundling, which regularly includes a high-ticket merchandise being bundled with a lower-priced, complementary product.
Just like the sound of product bundling? Try my roundup of 9 product bundling examples that’ll enhance your income.
Drive Income With Customized E mail Advertising and marketing From Drip
Do you discover that you just’re spending a ton of time merely “doing emails”, and never sufficient time crafting persuasive, personalised emails that drive clicks, gross sales, and income?
Drip can assist.
Our pre-built templates make it tremendous easy to create eye-catching, on-brand emails, whereas our templated playbooks can automate even essentially the most superior electronic mail sequences, from welcome sequence to deserted cart emails.
Discover out for your self by signing up to your 14-day free trial as we speak.
