October is the primary full month of fall. It’s all about pumpkin spice lattes, cozy outfits, Halloween costumes… and procuring.
That’s proper. Knowledge exhibits that in 2021, October noticed the second-highest US retail gross sales complete of any month in addition to November:
What’s extra, figures from one report present that October has the third-highest e-mail open charge of any month, at 21.22 p.c.
In different phrases, shoppers want to splash the money, and so they’re much more receptive than common to manufacturers’ advertising emails. As an e-mail marketer, it’s arduous to not be excited by all that chance.
However at occasions of lots, can we sit again and dial it in, assured within the data that outcomes will come anyway? Or can we work even more durable to nail our messaging and smash our income targets?
For me, choice #2 wins each time.
In the event you really feel the identical, you’re in the suitable place, as a result of I’ve rounded up a number of the most inspiring October publication examples from manufacturers I like.
7 October Publication Concepts to Encourage You
1. Torrid: Push Halloween (Early)
Looks as if just some years in the past, Halloween concerned nothing extra difficult than stocking up on sweet in case the neighbors children got here knocking.
Immediately, it’s turn out to be an enormous retail occasion.
So enormous that we’ve devoted a complete article to rounding up the greatest Halloween e-mail advertising examples.
In keeping with the Nationwide Retail Federation (NRF), US shoppers will splurge a report $10.6 billion on Halloween-related purchases in 2022. And with 69 p.c of buyers planning to have fun the vacation this yr, up from 65 p.c in 2021 and 68 p.c in 2019, it appears there’s unprecedented curiosity in “spooky szn.”
Clearly, fancy gown is an enormous vendor forward of October thirty first. But it surely’s definitely not the one present on the town, with the NRF naming the highest product classes for Halloween buyers as:
- Sweet (96 p.c of households plan to purchase for Halloween 2022)
- Decorations (75 p.c)
- Costumes (67 p.c)
- Greeting playing cards (39 p.c)
That spells alternatives for retailers throughout a number of niches, from attire to interiors to meals.
Okay, so we’re agreed that Halloween is a key seasonal retail occasion. However when’s the suitable time to start out selling it?
The reply is: in all probability sooner than you’d assume.
In keeping with Google, searches on Google Photographs for “household Halloween costumes” grew by 90 p.c yr on yr from June to August 2021.
That’s proper. It’s 90 levels out and fogeys are fascinated about whether or not to decorate their children as Wednesday and Pugsley Addams or tiny variations of Harley Quinn and The Joker.
I’m not suggesting you begin sending Halloween emails on the peak of summer season—that’s going too far.
However early October provides you loads of time to construct pleasure and drive gross sales from super-prepared Halloween buyers. That’s exactly when plus-size vogue model Torrid despatched this October publication instance:
Torrid didn’t simply nail the timing of this marketing campaign.
The mixture of spooky graphics, partaking copy, a clear name to motion, and a few sturdy (and seasonal) product imagery makes for a extremely efficient e-mail.
2. Fabletics: Begin Your Black Friday Sale
It’s honest to say Black Friday is form of an enormous deal on the planet of ecommerce, with US shoppers spending a whopping $8.9 billion on-line on Black Friday 2021.
(NB need extra juicy tidbits like that? Try my roundup of eye-catching Black Friday statistics.)
However I do know what you’re pondering:
“Emil, isn’t Black Friday the final Friday in November? Why are you mentioning it in an article on October publication concepts?”
As a result of for lots of shoppers, Black Friday isn’t simply in regards to the day itself. In keeping with Criteo, 54 p.c of buyers begin fascinated about Black Friday offers at the very least one week beforehand, whereas one in 12 begin the method greater than 4 weeks prematurely.
And by my math, 4 weeks earlier than Black Friday takes us firmly into late October.
So I wasn’t precisely shocked to find this e-mail from Fabletics—despatched on October thirtieth, 2021—whereas trawling our large digital library of high-quality e-mail advertising examples:
As you possibly can see, this isn’t only a teaser e-mail prompting prospects to enroll in a sneak peak at forthcoming offers. It’s a full-scale launch of the sports activities attire model’s Black Friday sale, despatched 27 days earlier than Black Friday “formally” arrives.
One phrase of recommendation:
Though I absolutely advocate starting your Black Friday advertising in late October, don’t push the messaging too arduous.
Keep in mind, Criteo’s analysis exhibits that solely a comparatively small proportion of shoppers are fascinated about Black Friday this early within the yr. And also you undoubtedly don’t need folks to be sick of your messaging by the point late November arrives.
One Black Friday-themed October publication is completely acceptable. Any greater than that’s in all probability overkill.
3. Missguided: Promote Chilly-Climate Necessities
With the lengthy, sizzling summer season behind us and fall kicking into gear, October is the proper time to push these chilly climate must-haves.
The kind of stuff you want if you’re heading out for a cold day of pumpkin-picking or curling up on the sofa with a very good e book.
As soon as once more, timing is every part in the case of selling your fall collections.
Google Tendencies information exhibits that searches for the time period “fall vogue” peak in late September and early October, earlier than plummeting as November approaches:
Ideally, you’ve already began sending fall-themed newsletters by the point October rolls round. Both approach, that is the month to essentially ratchet up your fall messaging.
That’s exactly what Missguided does on this October publication instance:
The very best factor about this e-mail?
After catching our consideration with the hero picture and banner textual content, it goes on to supply product suggestions on particular outfits:
In a world the place 17 p.c of shoppers admit to feeling overwhelmed by selection, your viewers will certainly admire somewhat knowledgeable steering in the case of choosing on-trend fall seems.
4. Outside Voices: Drive Buyer Referrals
Referral advertising is a strong device at any time of yr.
In keeping with one research carried out over a three-year interval, prospects referred by different prospects:
However it may be particularly efficient in October.
Give it some thought. Each new buyer you entice in October may have your model in thoughts as the vacation season approaches, placing you in pole place to drive a ton of further gross sales in the course of the busiest procuring interval of the yr.
That’s why I’m such a fan of this October publication instance from Outside Voices:
For extra, this e-mail stands out for 2 important causes:
- It nails the seasonal messaging. Using Halloween-themed copy and graphics stops this sense like a generic referral advertising e-mail that would have been despatched at any time of yr. That makes it really feel extra related and impactful.
- It promotes a easy referral provide. Some referral campaigns fall down by overcomplicating issues. “Share with a buddy and also you’ll each get 17.5 SploshPoints. Each SploshPoint is value $0.01, besides on random SploshDays, when their worth doubles. Glad sploshing!” Outside Voices avoids this lure by merely providing $25 off a $100 buy for each the referrer and referee.
5. The White Firm: Put together for Celebration Season
In some methods, October is a tricky time of yr for us entrepreneurs.
You’ve bought a key procuring occasion—Halloween—on the finish of the month, and one other—Black Friday—simply across the nook.
As if that wasn’t sufficient, you’re acutely conscious that the vacation season is creeping ever nearer. In case your vacation campaigns miss the mark, you may as properly spend Christmas dusting off your resumé.
For that purpose, it pays to focus a few of your October newsletters on key vacation traits, equivalent to Christmas social gathering procuring.
A fast look on the ever-helpful Google Tendencies exhibits us that searches for “social gathering outfits” rise steadily all year long, with a spike in exercise in October (that’s the bit within the pink field beneath):
So I’d undoubtedly advocate taking a leaf from The White Firm’s e book by selling partywear in your October campaigns.
As is so typically the case, all of it begins with a sturdy topic line:
It captures the tone completely, basically saying: “Positive, Christmas events are nonetheless a pair months away, however why not begin planning your outfit proper now?”
The e-mail physique is easy however equally efficient…
…utilizing product imagery to showcase The White Firm’s social gathering outfits and incorporating a distinguished CTA to its partywear assortment.
6. Søstrene Grene: Roll Out Your Christmas Marketing campaign
I do know, I do know.
All of us love complaining about Christmas “getting earlier yearly.” It’s virtually a reflex response to tut and shake our heads once we first see baubles, tinsel, and wrapping paper on the cabinets.
However the information suggests that customers truly like giving themselves loads of time to plan for the festive season. Two in 5 Individuals begin their Christmas procuring earlier than the top of October, whereas an astonishing one p.c start in January.
Discuss preparation.
So October is unquestionably honest sport for a spot of Christmas e-mail advertising.
Scandi interiors model Søstrene Grene was one of many manufacturers to benefit from this technique in October 2021:
The product imagery does a incredible job of constructing you are feeling enthusiastic about decking out your own home with tasteful Christmas decor, and the copy is equally inspirational.
Simply be sure you don’t overdo it.
As with the Black Friday recommendation I gave earlier on this article, it’s advantageous to advertise your festive collections in October. However don’t bombard your viewers with Christmas messaging for 3 entire months—except you desire a bunch of unsubscribes.
7. J.Crew: Launch a Fall Sale
We all know that for lots of shoppers, October is prime time for Christmas procuring.
That may sound like a very good factor for retailers—in spite of everything, Christmas means huge spending. However when you consider it, it’s truly a double-edged sword.
Positive, you may be capable to deliver ahead your festive and winter collections.
However on the flip facet, you’ve bought so much much less time to advertise and promote your fall merch.
For example my level, let’s take one final glimpse at Google Tendencies, evaluating the phrases “fall vogue” and “summer season vogue”:
As you possibly can see, there’s barely extra general exercise round “fall vogue”, and the peaks are much more pronounced. However “summer season vogue” has larger longevity, with much less extreme troughs.
In different phrases, fall merchandise have a brief shelf life.
So by the point mid-October comes round, take into consideration launching a fall sale to make sure you’re not caught with a bunch of out-of-season inventory, like J.Crew does right here:
As soon as once more, one of the best factor about this October publication instance is its simplicity.
No overly wordy e-mail copy or distracting, flashy visuals. Simply an easy-to-understand provide and two clear calls to motion.
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