Ever want ecommerce advertising and marketing was much less boom-and-bust?
You spend the lengthy summer time months scratching round for advertising and marketing concepts, whereas a dispassionate viewers studiously ignores you.
Then November comes round and it’s full-on migraine season. You’ve received 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 e mail open price of any month.
Whereas shopper developments inevitably change over time, there aren’t any indicators in any respect 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 achieve between $942.6 billion and $960.4 billion. That’s a six % to eight % uptick on the document 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 enhance of as much as 12 %.
All of which implies you’re most likely not studying this text since you’re quick on November e-newsletter concepts. Extra doubtless, you’ve received extra potential campaigns than you possibly can shake an SKU at.
However spray-and-pray e mail advertising and marketing simply gained’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 e mail swipe file to spherical up seven participating, persuasive, high-converting November e-newsletter concepts…
7 November E-newsletter Concepts
1. The Frye Firm: Use E-mail to Construct Your SMS Listing
Right here at Drip, we’re clearly massive followers of e mail advertising and marketing. However that doesn’t imply e mail needs to be the solely channel you utilize to achieve prospects. Throughout such a vital time of 12 months for gross sales, it is sensible to take a multichannel method.
One technique is to add SMS messaging to your advertising and marketing combine. The bulk (58 %) of customers agree that between texts, emails, and cellphone calls, texts are the easiest way for entrepreneurs to achieve them in a rush.
Issues transfer shortly in November. When new merchandise and presents are dropping every day, it is sensible 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 should do with e mail newsletters?”
Chill out, I’ll let you know.
Consent is essential in any type of advertising and marketing. However reaching a buyer on their iPhone feels extra intimate than hitting their e mail inbox. For that cause, customers typically don’t need to obtain texts from manufacturers except they’ve opted-in first.
That’s the place e mail is available in.
Final November, US footwear producer The Frye Firm shared an e mail solely geared toward convincing its advertising and marketing checklist 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 learn about new merchandise and promotions. It’s all about making individuals’s lives simpler at a busy time of 12 months, slightly than bombarding them with but extra advertising and marketing 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 and marketing with greatest follow e 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 are able to’t assist coveting it, even when our authentic intent was to purchase it for our accomplice or sibling.
Don’t fear: should you’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 customers with gifting budgets of greater than $500.
Clothes and footwear are comfortably the preferred “self-gifts”, with 20.4 % of customers 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 could possibly be higher than a buyer touchdown in your web site, shopping for a present for a cherished 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 completely satisfied 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 notably true amongst Millennials, 26 % of whom stated they really feel unhealthy about spending an excessive amount of on items.
This places entrepreneurs in one thing of a pickle. On one hand, you need to encourage customers 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 concern 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 virtually too good to present, perhaps I can purchase one for myself?
3. L’Occitane: Encourage Consumers to Section Themselves
I most likely don’t should persuade you about the advantages of segmentation.
From an e mail advertising and marketing 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 possibly can personalize. And the extra you personalize, the extra you possibly can promote, with 90 % of main entrepreneurs agreeing that personalization considerably contributes to enterprise profitability.
You most likely anticipate my subsequent November e-newsletter thought to be all about e mail advertising and marketing segmentation. However as an alternative, we’re going to take a look at how segmenting prospects inside your emails can increase conversion charges after they arrive in your web site.
On this e mail, French luxurious retailer L’Occitane en Provence encourages readers to click on on the gifting class that most closely fits their finances:
As with so lots of the greatest concepts, it’s additionally devilishly easy.
By successfully persuading prospects to phase themselves, L’Occitane ensures it can current them with probably the most related touchdown web page. That means, there’s a a lot larger likelihood they’ll really 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
People are poised to shell out a shocking $158 billion on Black Friday 2022, with 76 % of customers planning to buy offers, in response to analysis from Future Publishing.
In different phrases, Black Friday is sort of an enormous deal.
Clearly, I may have devoted this complete article to Black Friday, however we’ve accomplished that loads of occasions earlier than. (Nevertheless, I’d undoubtedly suggest testing our roundup of little-known Black Friday advertising and marketing methods while you get an opportunity.)
As an alternative, I’m going to share simply two Black Friday e mail concepts that it’s best to undoubtedly contemplate in your November advertising and marketing.
First up, KitchenAid cuts by means of all of the noise by launching its Black Friday provide on November ninth, a full two-and-a-half weeks earlier than the day itself:
This can be a sensible tactic. With extra emails despatched on Black Friday than another day of the 12 months, the probabilities of slicing by means of the noise are comparatively slim. So why not beat the push?
Launching your Black Friday proposition early additionally presents 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 delivery suppliers to their limits.
There’s at all times the danger that one thing—or a number of issues—will snap. And this drawback doesn’t simply apply to smaller manufacturers; even big 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 soar on the competitors.
5. The North Face: Add a Countdown Timer to BFCM Emails
Need another Black Friday e mail thought? You’ve come to the best place, though this one additionally applies to Cyber Monday (and to another limited-time provide, 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 right down to zero.)
In our expertise, countdown timers are comparatively underused, but they’re extraordinarily efficient when used properly. And we’ve received the information 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 price than these with no timer.
You may clearly use this tactic with any of your BFCM messaging, but it surely works greatest for sending reminders that your sale is coming to an finish. That means, you’re not simply telling folks that they’re operating out of time to seize a cut price—you’re exhibiting them.
6. Bombas: Increase Open Charges With Artistic Topic Traces
Forged your thoughts again to the introduction of this text and also you’ll do not forget that November sees larger e mail open charges than another month, at 22.2 %.
Nice information for e mail entrepreneurs, proper?
However it’s by no means fairly so simple as that. One examine 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 and marketing emails at the next price in November, however they don’t appear to like overtly Black Friday or Cyber Monday-themed messaging. What’s occurring?
My take is that customers get bored studying the identical topic strains again and again. When you have 25 unopened emails, all with “Black Friday” within the topic, there’s no differentiation. Until you occur to love a kind of manufacturers, or have 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 just a little inventive along 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 the event you like Bombas sufficient to have signed up for his or her advertising and marketing checklist, there’s a superb 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 Present-Giving Nervousness
Seems lots of us reside in concern of vacation purchasing.
One examine discovered that 25 % of customers fear about buying garments within the mistaken measurement, whereas 18 % stress about their items arriving on time. Different frequent issues embody:
- Worrying about selecting the mistaken colour
- Worrying concerning the price ticket exhibiting
- Worrying about not having the recipient’s mailing tackle
With all that nervousness floating round, it’s a surprise any of us ever handle to get within the festive spirit.
As entrepreneurs, we are able to make life a complete lot simpler—and fewer hectic—for patrons by offering belief alerts that reassure them about their deliberate purchases.
KiwiCo will get it proper on this November e-newsletter:
The messaging strikes precisely the best chord, convincing customers with real-life buyer testimonials that talk to the myriad virtues of KiwiCo’s child-friendly subscription containers.
I notably like how they included one of many social handles, which makes it clear that the overview 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 terms of e mail advertising and marketing?
Such as you’re swamped by information, however none of it actually tells you something?
Plenty of different entrepreneurs really feel the identical. That’s why we constructed the Drip platform to supply nothing however actionable insights and steering for enhancing engagement, conversions, and income.
In fact, I don’t anticipate you to take my phrase for it. As an alternative, I’d want you to seek out out for your self by signing up in your 14-day free trial.
