Ever want ecommerce advertising was much less boom-and-bust?
You spend the lengthy summer time months scratching round for advertising concepts, whereas a dispassionate viewers studiously ignores you.
Then November comes round and it’s full-on migraine season. You’ve acquired a billion campaigns to plan and launch earlier than Black Friday. Not solely that, however everybody’s all of a sudden determined to listen to from you: November has the highest common electronic mail open fee of any month.
Whereas shopper developments inevitably change over time, there aren’t any indicators by any means that we’re getting bored with spending, spending, and spending some extra within the run-up to the vacation season.
Fairly the other. The Nationwide Retail Federation (NRF) predicts bumper retail gross sales in 2022, with vacation spending anticipated to succeed in between $942.6 billion and $960.4 billion. That’s a six % to eight % uptick on the file gross sales generated in 2021.
On-line and different non-store gross sales are anticipated to develop even quicker, with the NRF forecasting a year-on-year improve of as much as 12 %.
All of which suggests you’re most likely not studying this text since you’re quick on November e-newsletter concepts. Extra probably, you’ve acquired extra potential campaigns than you’ll be able to shake an SKU at.
However spray-and-pray electronic mail advertising simply received’t lower it in November. In case your messaging doesn’t hit the mark, you danger derailing the entire vacation season.
That’s why I’ve raided the Drip electronic mail swipe file to spherical up seven participating, persuasive, high-converting November e-newsletter concepts…
7 November Publication Concepts
1. The Frye Firm: Use Electronic mail to Construct Your SMS Checklist
Right here at Drip, we’re clearly massive followers of electronic mail advertising. However that doesn’t imply electronic mail ought to be the solely channel you utilize to succeed in prospects. Throughout such a essential time of yr for gross sales, it is smart to take a multichannel method.
One technique is to add SMS messaging to your advertising combine. The bulk (58 %) of customers agree that between texts, emails, and cellphone calls, texts are one of the best ways for entrepreneurs to succeed in them in a rush.
Issues transfer rapidly in November. When new merchandise and provides are dropping each day, it is smart to leverage a communications channel assured to seize your viewers’s consideration quick.
I do know what you’re pondering: “What does any of this need to do with electronic mail newsletters?”
Loosen up, I’ll let you know.
Consent is essential in any type of advertising. However reaching a buyer on their iPhone feels extra intimate than hitting their electronic mail inbox. For that motive, customers usually don’t need to obtain texts from manufacturers until they’ve opted-in first.
That’s the place electronic mail is available in.
Final November, US footwear producer The Frye Firm shared an electronic mail solely aimed toward convincing its advertising listing to opt-in for SMS messages from the model:
I just like the positioning right here. Frye explains that opting in will guarantee prospects are the primary to find out about new merchandise and promotions. It’s all about making folks’s lives simpler at a busy time of yr, relatively than bombarding them with but extra advertising communications.
To sweeten the pot, it additionally chucks in a $50 low cost.
(N.B. Just like the sound of SMS? Learn to automate your advertising with greatest apply electronic mail and SMS workflows from Drip.)
2. Everlane: “One For You, One For Me”
Theoretically, vacation purchasing is about shopping for stuff in your nearest and dearest.
However we’re solely human. We see a shiny factor and we will’t assist coveting it, even when our authentic intent was to purchase it for our companion or sibling.
Don’t fear: if you happen to’re “responsible” of this, you’re not the one one. In actual fact, analysis from JLL discovered that 53 % of customers plan to purchase for themselves whereas vacation purchasing, climbing to 73.5 % of consumers with gifting budgets of greater than $500.
Clothes and sneakers are comfortably the most well-liked “self-gifts”, with 20.4 % of consumers planning to purchase merchandise for themselves inside this class. Electronics (11.5 %) and residential furnishings (8.3 %) got here in second and third respectively.
Theoretically, that is all improbable information for retailers. What might be higher than a buyer touchdown in your website, shopping for a present for a beloved one, then deciding to snap one up for themselves as properly? You’ve doubled your cart worth within the blink of a watch.
However shopper psychology is an interesting beast. Despite the fact that we’re joyful to confess to treating ourselves within the vacation season, we’re additionally wracked with guilt and regret about how a lot we spend. That is significantly true amongst Millennials, 26 % of whom stated they really feel dangerous about spending an excessive amount of on items.
This places entrepreneurs in one thing of a pickle. On one hand, you need to encourage consumers to deal with themselves. However on the flip facet, you don’t need to over-egg the (Christmas) pudding with an excessive amount of self-gift messaging for worry of scaring away guilt-ridden prospects.
Everlane strikes the proper steadiness on this November e-newsletter instance:
The implication is refined however efficient: if it’s nearly too good to present, possibly I can purchase one for myself?
3. L’Occitane: Encourage Buyers to Section Themselves
I most likely don’t need to persuade you about the advantages of segmentation.
From an electronic mail advertising perspective, Mailchimp discovered that segmented campaigns obtain:
- 4 % larger open charges
- 11 % extra distinctive opens
- 101 % extra clicks
The identical is true throughout all channels.
Why? As a result of the extra you phase, the extra you’ll be able to personalize. And the extra you personalize, the extra you’ll be able to promote, with 90 % of main entrepreneurs agreeing that personalization considerably contributes to enterprise profitability.
You most likely count on my subsequent November e-newsletter concept to be all about electronic mail advertising segmentation. However as an alternative, we’re going to have a look at how segmenting prospects inside your emails can increase conversion charges once they arrive in your web site.
On this electronic mail, French luxurious retailer L’Occitane en Provence encourages readers to click on on the gifting class that most accurately fits their finances:
As with so most of the greatest concepts, it’s additionally devilishly easy.
By successfully persuading prospects to phase themselves, L’Occitane ensures it’ll current them with probably the most related touchdown web page. That approach, there’s a a lot larger likelihood they’ll truly purchase one thing.
(N.B. Wish to be taught extra? Learn the way Drip’s segmentation and personalization instruments assist entrepreneurs craft hyper-personalized messaging that converts.)
4. KitchenAid: Begin Black Friday Early
Individuals are poised to shell out a surprising $158 billion on Black Friday 2022, with 76 % of customers planning to buy offers, based on analysis from Future Publishing.
In different phrases, Black Friday is sort of a giant deal.
Clearly, I may have devoted this complete article to Black Friday, however we’ve finished that loads of occasions earlier than. (Nonetheless, I’d undoubtedly suggest testing our roundup of little-known Black Friday advertising methods once you get an opportunity.)
As an alternative, I’m going to share simply two Black Friday electronic mail concepts that it is best to undoubtedly contemplate in your November advertising.
First up, KitchenAid cuts by means of all of the noise by launching its Black Friday supply on November ninth, a full two-and-a-half weeks earlier than the day itself:
It is a good tactic. With extra emails despatched on Black Friday than another day of the yr, the possibilities of slicing by means of the noise are comparatively slim. So why not beat the push?
Launching your Black Friday proposition early additionally provides sensible, logistical advantages.
In case your efforts are geared towards driving a disproportionately excessive quantity of gross sales on a single day, you’re virtually assured to push your web site, warehouse groups, and transport suppliers to their limits.
There’s all the time the chance that one thing—or a number of issues—will snap. And this drawback doesn’t simply apply to smaller manufacturers; even large companies like Finest Purchase have been hit by web site outages on Black Friday.
So it pays to unfold the workload—plus it helps you get a leap on the competitors.
5. The North Face: Add a Countdown Timer to BFCM Emails
Need yet one more Black Friday electronic mail concept? You’ve come to the correct place, though this one additionally applies to Cyber Monday (and to another limited-time supply, for that matter).
This time, I’m going to begin with the e-mail and work backward:
What’s so nice about this comparatively easy e-newsletter? The countdown timer.
(Ignore the actual fact it’s already counted all the way down to zero.)
In our expertise, countdown timers are comparatively underused, but they’re extraordinarily efficient when used properly. And we’ve acquired the info to show it.
We beforehand reviewed our information throughout greater than 20 million web site popup views. Our analysis found that when popups embody a countdown timer, they convert at a staggering 112.93 % larger fee than these with no timer.
You’ll be able to clearly use this tactic with any of your BFCM messaging, nevertheless it works greatest for sending reminders that your sale is coming to an finish. That approach, you’re not simply telling folks that they’re working out of time to seize a discount—you’re displaying them.
6. Bombas: Enhance Open Charges With Inventive Topic Traces
Forged your thoughts again to the introduction of this text and also you’ll do not forget that November sees larger electronic mail open charges than another month, at 22.2 %.
Nice information for electronic mail entrepreneurs, proper?
But it surely’s by no means fairly so simple as that. One research discovered that emails with topic strains containing the phrase “Black Friday” solely see open charges of 14.9 %, whereas these with “Cyber Monday” fared even worse, with common open charges of 13.8 %.
So customers open advertising emails at the next fee in November, however they don’t appear to like overtly Black Friday or Cyber Monday-themed messaging. What’s occurring?
My take is that buyers get bored studying the identical topic strains again and again. When you’ve got 25 unopened emails, all with “Black Friday” within the topic, there’s no differentiation. Except you occur to love a kind of manufacturers, or had been already planning to purchase from them, there’s nothing to compel you to open any of them.
That’s why I like to recommend getting somewhat inventive together with your topic strains, particularly as BFCM approaches.
Talking of creativity, one in all my favourite methods is to spark curiosity in your viewers, like Bombas did on this topic line:
In case you like Bombas sufficient to have signed up for his or her advertising listing, there’s a very good likelihood you’ll need to know what that “merchandise” is. It’s a much more impactful topic line than: “Purchase these socks.”
7. KiwiCo: Ease Reward-Giving Anxiousness
Seems a variety of us reside in worry of vacation purchasing.
One research discovered that 25 % of customers fear about buying garments within the flawed measurement, whereas 18 % stress about their items arriving on time. Different widespread considerations embody:
- Worrying about selecting the flawed coloration
- Worrying concerning the price ticket displaying
- Worrying about not having the recipient’s mailing deal with
With all that nervousness floating round, it’s a surprise any of us ever handle to get within the festive spirit.
As entrepreneurs, we will make life an entire lot simpler—and fewer traumatic—for patrons by offering belief indicators that reassure them about their deliberate purchases.
KiwiCo will get it proper on this November e-newsletter:
The messaging strikes precisely the correct chord, convincing consumers with real-life buyer testimonials that talk to the myriad virtues of KiwiCo’s child-friendly subscription bins.
I significantly like how they included one of many social handles, which makes it clear that the evaluation wasn’t simply invented on the fly by their copywriter.
Make Smarter Advertising Choices With Drip
Ever really feel such as you’re flying blind in relation to electronic mail advertising?
Such as you’re swamped by information, however none of it actually tells you something?
A number of different entrepreneurs really feel the identical. That’s why we constructed the Drip platform to supply nothing however actionable insights and steerage for enhancing engagement, conversions, and income.
In fact, I don’t count on you to take my phrase for it. As an alternative, I’d choose you to search out out for your self by signing up in your 14-day free trial.
