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 obtained a billion campaigns to plan and launch earlier than Black Friday. Not solely that, however everybody’s instantly determined to listen to from you: November has the highest common electronic mail open price of any month.
Whereas client tendencies inevitably change over time, there are not any indicators in any respect that we’re getting uninterested in spending, spending, and spending some extra within the run-up to the vacation season.
Fairly the alternative. 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 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 in all probability not studying this text since you’re quick on November publication concepts. Extra seemingly, you’ve obtained extra potential campaigns than you’ll be able to shake an SKU at.
However spray-and-pray electronic mail advertising and marketing simply received’t minimize 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 partaking, persuasive, high-converting November publication concepts…
7 November Publication Concepts
1. The Frye Firm: Use E mail to Construct Your SMS Record
Right here at Drip, we’re clearly massive followers of electronic mail advertising and marketing. However that doesn’t imply electronic mail needs to be the solely channel you utilize to achieve 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 and marketing combine. The bulk (58 %) of shoppers agree that between texts, emails, and telephone calls, texts are one of the simplest ways for entrepreneurs to achieve them in a rush.
Issues transfer shortly in November. When new merchandise and gives are dropping day by day, it is smart to leverage a communications channel assured to seize your viewers’s consideration quick.
I do know what you’re considering: “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 and marketing. However reaching a buyer on their iPhone feels extra intimate than hitting their electronic mail inbox. For that motive, shoppers usually don’t wish 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 and marketing record 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 individuals’s lives simpler at a busy time of yr, fairly 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? Discover ways to automate your advertising and marketing with finest apply electronic mail and SMS workflows from Drip.)
2. Everlane: “One For You, One For Me”
Theoretically, vacation buying is about shopping for stuff on 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: when you’re “responsible” of this, you’re not the one one. The truth is, analysis from JLL discovered that 53 % of shoppers plan to purchase for themselves whereas vacation buying, 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 unbelievable information for retailers. What may very well be higher than a buyer touchdown in your website, shopping for a present for a liked one, then deciding to snap one up for themselves as effectively? You’ve doubled your cart worth within the blink of an eye fixed.
However client psychology is an enchanting beast. Although we’re glad 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 mentioned 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 wish to encourage customers to deal with themselves. However on the flip aspect, you don’t wish 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 stability on this November publication instance:
The implication is delicate however efficient: if it’s virtually too good to present, perhaps I should purchase one for myself?
3. L’Occitane: Encourage Buyers to Phase Themselves
I in all probability don’t need to persuade you about the advantages of segmentation.
From an electronic 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’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 in all probability anticipate my subsequent November publication concept to be all about electronic mail advertising and marketing 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 price range:
As with so most of the finest concepts, it’s additionally devilishly easy.
By successfully persuading prospects to phase themselves, L’Occitane ensures it would current them with probably the most related touchdown web page. That method, there’s a a lot larger likelihood they’ll truly purchase one thing.
(N.B. Need to be taught extra? Learn how 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 shoppers planning to buy offers, in response to analysis from Future Publishing.
In different phrases, Black Friday is type of an enormous deal.
Clearly, I might have devoted this complete article to Black Friday, however we’ve accomplished that loads of instances earlier than. (Nonetheless, I’d positively advocate testing our roundup of little-known Black Friday advertising and marketing methods if you get an opportunity.)
As an alternative, I’m going to share simply two Black Friday electronic mail concepts that it’s best to positively contemplate on your November advertising and marketing.
First up, KitchenAid cuts by 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 some other day of the yr, the possibilities of slicing by the noise are comparatively slim. So why not beat the push?
Launching your Black Friday proposition early additionally gives 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 at all times the chance that one thing—or a number of issues—will snap. And this drawback doesn’t simply apply to smaller manufacturers; even big firms like Greatest Purchase have been hit by web site outages on Black Friday.
So it pays to unfold the workload—plus it helps you get a bounce on the competitors.
5. The North Face: Add a Countdown Timer to BFCM Emails
Need another Black Friday electronic mail concept? You’ve come to the best place, though this one additionally applies to Cyber Monday (and to some other limited-time supply, for that matter).
This time, I’m going to start out with the e-mail and work backward:
What’s so nice about this comparatively easy publication? The countdown timer.
(Ignore the very fact it’s already counted right down to zero.)
In our expertise, countdown timers are comparatively underused, but they’re extraordinarily efficient when used effectively. And we’ve obtained 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 price than these with no timer.
You may clearly use this tactic with any of your BFCM messaging, but it surely works finest for sending reminders that your sale is coming to an finish. That method, you’re not simply telling those that they’re operating out of time to seize a cut price—you’re exhibiting them.
6. Bombas: Enhance Open Charges With Inventive Topic Traces
Forged your thoughts again to the introduction of this text and also you’ll keep in mind that November sees larger electronic mail open charges than some other month, at 22.2 %.
Nice information for electronic mail entrepreneurs, proper?
Nevertheless it’s by no means fairly so simple as that. One research discovered that emails with topic traces 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 shoppers open advertising and marketing emails at a better 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 traces over and over. If in case you have 25 unopened emails, all with “Black Friday” within the topic, there’s no differentiation. Except 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 somewhat inventive along with your topic traces, 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:
When you like Bombas sufficient to have signed up for his or her advertising and marketing record, there’s a superb likelihood you’ll wish 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 loads of us stay in worry of vacation buying.
One research discovered that 25 % of shoppers fear about buying garments within the fallacious dimension, whereas 18 % stress about their items arriving on time. Different frequent considerations embody:
- Worrying about selecting the fallacious coloration
- Worrying concerning the price ticket exhibiting
- Worrying about not having the recipient’s mailing tackle
With all that anxiousness floating round, it’s a marvel any of us ever handle to get within the festive spirit.
As entrepreneurs, we are able to make life an entire lot simpler—and fewer anxious—for patrons by offering belief alerts that reassure them about their deliberate purchases.
KiwiCo will get it proper on this November publication:
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 bins.
I significantly like how they included one of many social handles, which makes it clear that the assessment wasn’t simply invented on the fly by their copywriter.
Make Smarter Advertising and marketing Selections With Drip
Ever really feel such as you’re flying blind with regards to electronic mail advertising and marketing?
Such as you’re swamped by information, however none of it actually tells you something?
A lot of different entrepreneurs really feel the identical. That’s why we constructed the Drip platform to supply nothing however actionable insights and steering for reinforcing engagement, conversions, and income.
After all, I don’t anticipate you to take my phrase for it. As an alternative, I’d favor you to search out out for your self by signing up on your 14-day free trial.