22 superior 7 October E-newsletter Concepts (and Why They Work)

October is the primary full month of fall. It’s all about pumpkin spice lattes, cozy outfits, Halloween costumes… and procuring.

That’s proper. Information reveals that in 2021, October noticed the second-highest US retail gross sales complete of any month moreover 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 %.

In different phrases, customers wish to splash the money, they usually’re much more receptive than normal to manufacturers’ advertising and marketing emails. As an e mail marketer, it’s laborious to not be excited by all that chance.

However at instances of a lot, can we sit again and dial it in, assured within the data that outcomes will come anyway? Or can we work even tougher to nail our messaging and smash our income targets?

For me, possibility #2 wins each time.

In the event you really feel the identical, you’re in the precise place, as a result of I’ve rounded up among the most inspiring October publication examples from manufacturers I really like.

 

1. Torrid: Push Halloween (Early)

Looks as if only a few years in the past, Halloween concerned nothing extra sophisticated than stocking up on sweet in case the neighbors youngsters got here knocking.

As we speak, it’s develop into an enormous retail occasion.

So big that we’ve devoted an entire article to rounding up the greatest Halloween e mail advertising and marketing examples.

Based on the Nationwide Retail Federation (NRF), US customers will splurge a report $10.6 billion on Halloween-related purchases in 2022. And with 69 % of customers planning to have a good time the vacation this yr, up from 65 % in 2021 and 68 % in 2019, it appears there’s unprecedented curiosity in “spooky szn.”

Clearly, fancy gown is a giant vendor forward of October thirty first. However it’s definitely not the one present on the town, with the NRF naming the highest product classes for Halloween customers as:

1. Sweet (96 % of households plan to purchase for Halloween 2022)
2. Decorations (75 %)
3. Costumes (67 %)
4. Greeting playing cards (39 %)

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 precise time to start out selling it?

The reply is: in all probability sooner than you’d suppose.

Based on Google, searches on Google Photographs for “household Halloween costumes” grew by 90 % yr on yr from June to August 2021.

That’s proper. It’s 90 levels out and fogeys are excited about whether or not to decorate their youngsters 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 top 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 customers. 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, participating copy, a clear name to motion, and a few robust (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 a giant deal on this planet of ecommerce, with US customers spending a whopping $8.9 billion on-line on Black Friday 2021.

(NB need extra juicy tidbits like that? Take a look at my roundup of eye-catching Black Friday statistics.)

However I do know what you’re considering: 

“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 customers, Black Friday isn’t simply concerning the day itself. Based on Criteo, 54 % of customers begin excited about Black Friday offers no less than one week beforehand, whereas one in 12 begin the method greater than 4 weeks upfront.

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 huge digital library of high-quality e mail advertising and marketing examples:

As you’ll be able to 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 totally suggest starting your Black Friday advertising and marketing in late October, don’t push the messaging too laborious.

Bear in mind, Criteo’s analysis reveals that solely a comparatively small proportion of customers are excited about Black Friday this early within the yr. And also you positively 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, scorching summer season behind us and fall kicking into gear, October is the proper time to push these chilly climate must-haves.

The form of stuff you want once you’re heading out for a cold day of pumpkin-picking or curling up on the sofa with a great e book.

As soon as once more, timing is every thing with regards to selling your fall collections.

Google Tendencies knowledge reveals 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 manner, that is the month to essentially ratchet up your fall messaging.

That’s exactly what Missguided does on this October publication instance:

The most effective 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 % of customers admit to feeling overwhelmed by selection, your viewers will certainly admire a bit professional steering with regards to selecting on-trend fall appears to be like.

4. Out of doors Voices: Drive Buyer Referrals

Referral advertising and marketing is a strong software at any time of yr.

Based on one examine 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 extra gross sales throughout the busiest procuring interval of the yr.

That’s why I’m such a fan of this October publication instance from Out of doors Voices:

For extra, this e mail stands out for 2 important causes:

• It nails the seasonal messaging. The usage of Halloween-themed copy and graphics stops this sense like a generic referral advertising and marketing 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 supply. 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. Completely happy sploshing!” Out of doors 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 obtained 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 would possibly as properly spend Christmas dusting off your resumé.

For that purpose, it pays to focus a few of your October newsletters on key vacation developments, corresponding to Christmas get together procuring.

A fast look on the ever-helpful Google Tendencies reveals us that searches for “get together 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 positively suggest taking a leaf from The White Firm’s e book by selling partywear in your October campaigns.

As is so usually the case, all of it begins with a robust topic line:

It captures the tone completely, primarily 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 get together 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 after we first see baubles, tinsel, and wrapping paper on the cabinets.

However the knowledge suggests that buyers truly like giving themselves loads of time to plan for the festive season. Two in 5 Individuals begin their Christmas procuring earlier than the tip of October, whereas an astonishing one % start in January. 

Speak about preparation.

So October is unquestionably honest recreation for a spot of Christmas e mail advertising and marketing.

Scandi interiors model Søstrene Grene was one of many manufacturers to reap the benefits of this technique in October 2021:

The product imagery does a implausible job of creating you are feeling enthusiastic about decking out your 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 superb to advertise your festive collections in October. However don’t bombard your viewers with Christmas messaging for 3 entire months—until you need a bunch of unsubscribes.

7. J.Crew: Launch a Fall Sale

We all know that for lots of customers, October is prime time for Christmas procuring.

Which may sound like a great factor for retailers—in spite of everything, Christmas means massive spending. However when you consider it, it’s truly a double-edged sword.

Positive, you would possibly be capable of carry ahead your festive and winter collections.

However on the flip aspect, you’ve obtained so much much less time to advertise and promote your fall merch.

For instance my level, let’s take one final glimpse at Google Tendencies, evaluating the phrases “fall vogue” and “summer season vogue”:

As you’ll be able to see, there’s barely extra general exercise round “fall vogue”, and the peaks are much more pronounced. However “summer season vogue” has better 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, the most effective factor about this October publication instance is its simplicity.

No overly wordy e mail copy or distracting, flashy visuals. Simply an easy-to-understand supply and two clear calls to motion.

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