7 January E-newsletter Concepts (and Why They Work)

After the mayhem of the golden quarter, January can look like a long-overdue break for ecommerce entrepreneurs.

That sense of reduction lasts proper up till you do not forget that you’ve nonetheless obtained targets to hit. At that time, issues get slightly extra… troublesome.

January is a troublesome time for retailers. In 2021, it noticed the second-lowest US retail gross sales complete of any month:

(Supply: YCharts.)

That’s hardly stunning. With the typical US grownup anticipated to spend roughly $870 on Christmas items in 2022, the very last thing on our minds is to spend much more. As an alternative, our priorities change to taking care of our money, with Financial institution of America analysis revealing that our #1 New Yr’s decision heading into 2023 is to avoid wasting extra money.

And the dangerous information doesn’t cease there, as a result of January can be a barren interval for electronic mail advertising.

January languishes within the backside quartile for common electronic mail open charges by month, at 19.83 p.c. That’s virtually 11 p.c decrease than the very best month, November. To make issues worse, January additionally sees the joint-highest electronic mail unsubscribe fee of any month (0.12 p.c).

In different phrases, customers aren’t spending cash or opening emails in January—and once they do have interaction, there’s a higher-than-average likelihood they’ll unsubscribe.

So ought to all of us simply hand over and take January off? By no means. For one of the best entrepreneurs, each problem represents a chance. Get your messaging proper and there’s nonetheless cash to be made.

Need some excellent news? I’ve accomplished the laborious give you the results you want by rounding up seven of one of the best January electronic mail advertising concepts from Drip’s bottomless electronic mail swipe file…

So what higher time to launch a sale?

Should you’re planning a January sale, you naturally need as many eyes as potential in your electronic mail. Which means nailing the topic line. On this instance, yoga model Sweaty Betty struck the correct be aware by wishing prospects a Blissful New Yr, then instantly segueing into promotional, sale-related messaging:

A 60 p.c low cost sounds fairly enticing—particularly at a time when customers are tightening the purse strings. Mentioning it within the topic line might make the distinction between somebody opening your electronic mail or scrolling on by.

Sweaty Betty reiterated the worth discount on the high of the e-mail physique, making certain prospects know precisely what to anticipate from the promotion:

The e-mail additionally comprises no fewer than eight CTAs prompting readers to buy the sale or browse particular product classes, making certain prospects stay within the shopping for temper as they scroll down the web page.

Okay, so Sweaty Betty obtained the messaging proper. However there’s one other key aspect of a profitable “Blissful New Yr” electronic mail: the timing. When’s the correct time to ship it?

Logic dictates that New Yr’s Eve or New Yr’s Day are one of the best dates. However the knowledge suggests in any other case.

In accordance with DMD statistics from the 2020-21 Christmas and new 12 months interval, electronic mail open charges hit all-time low round NYE, from a median of 5.7 p.c on December thirty first to only 3.2 p.c on January 2nd:

That’s even decrease than December twenty fifth—and, truthfully, who’s opening emails on Christmas Day?

So in case you’re planning an enormous sale launch, it is sensible to carry again your announcement for a number of days till everybody’s again into the swing of checking emails.

And, after all, you’ll wish to observe up with two or three reminder emails over the approaching days to make sure your messaging hits dwelling.

Particularly, it’s a unbelievable technique for any model promoting self-improvement-related merchandise. In accordance with a Forbes Well being/OnePoll survey, well being—in all its types—is a high precedence for customers heading into the brand new 12 months:

• 45 p.c resolved to enhance their psychological well being
• 39 p.c wish to enhance their health, 
• 37 p.c are aiming to shed extra pounds
• 33 p.c vowed to eat a more healthy food plan

Plant-based dietary supplements model Apothékary is well-placed to capitalize on this development. On this instance, it devoted a complete electronic mail to prospects who wish to reduce down on their alcohol consumption, providing every part from alcohol-free beverage options…

…to a devoted alcohol-alternative natural mix designed to copy the sensation of consuming a wealthy glass of pink wine (with out the related blue enamel and pounding headache):

This can be a good play. 

Not solely does decreasing alcohol consumption align with all these health-related objectives, however it’s additionally a decision in its personal proper, with the identical Forbes/OnePoll survey revealing that consuming much less alcohol is a high precedence for:

• 4 p.c of 18 to 25-year-olds
• Eight p.c of 26 to 41-year-olds
• Eight p.c of 42 to 57-year-olds

As such, it feels much less like Apothékary is promoting one thing and extra prefer it’s serving to prospects clear up a ache level. 

Among the best methods to do that is to leverage the ability of social proof—the phenomenon that prompts individuals to copy the actions of others so that they’re seen to show “right” or “accepted” behaviors.

Buyer critiques are one of the potent types of social proof. In accordance with analysis from Trustpilot and Canvas8, 9 in 10 customers learn critiques earlier than making a purchase order, so that they’re clearly a useful device for driving gross sales.

Skincare model Supergoop evidently understands this, constructing a complete electronic mail round its best-reviewed product.

Once more, let’s begin by inspecting the e-mail topic line:

This can be a basic instance of social proof in motion. The message right here is delicate however efficient: all these individuals love this explicit product, so it’s best to in all probability purchase it.

I like the topic line, however the electronic mail physique is even stronger. It begins with a buyer quote and a reference to the excessive evaluation scores for Unseen Sunscreen, earlier than detailing a few of the product’s key options and advantages:

And, after all, it wraps issues up successfully with a name to motion pointing straight on the product web page.

“Certainly January’s too early to begin worrying about Valentine’s Day? We’ve solely simply taken down the Christmas tree.”

Nonetheless, proof suggests customers suppose in a different way. Searches for “Valentine’s Day” climb all through January, with the primary (small) spike in exercise occurring mid-month:

Whereas it pales compared to the big-spending retail occasions of the Golden Quarter, V-Day is a large deal in its personal proper. 

Greater than half of Individuals deliberate to have a good time the vacation in 2022, in line with the Nationwide Retail Federation, with the typical client anticipating to spend over $175 on items and actions in 2022—for a mixed complete of just about $24 billion.

In different phrases: January positively isn’t too quickly to begin your Valentine’s Day electronic mail advertising marketing campaign.

One model that obtained the memo is 4Ocean, which shared this ocean-friendly Valentine’s Day reward information on January nineteenth:

Past getting the timing proper, 4Ocean’s electronic mail works by positioning its merchandise as a extra significant reward than Valentine’s Day classics like flowers and balloons.

That is a pretty message for customers, with 62 p.c of respondents to a Mastercard survey saying it is turn into extra necessary for manufacturers to behave in a sustainable, eco-friendly method for the reason that pandemic.

Proof suggests customers—notably these in youthful demographics—are more and more turning their noses up at quick style manufacturers, with qualitative analysis from the British Academy of Administration revealing that Gen-Zers affiliate it with phrases like:

• Unsustainable
• Unhealthy high quality
• Unethical

That’s… not nice.

So customers need to make extra sustainable selections. However they will’t do it alone; they need assistance from manufacturers. In accordance with a survey from insurance coverage large Zurich, 75 p.c of customers anticipate organizations to assist them make greener selections—not simply when buying, however extra typically.

This can be a sturdy angle in your January electronic mail campaigns. Everybody begins the 12 months with good intentions, so what higher time to exhibit your sustainable credentials?

There are numerous methods to do that. You may spotlight the sustainability of your supplies or the eco-friendly nature of your packaging. Or you may place your merchandise as long-lasting and versatile, like The Frye Firm did right here:

The topic line suggests you possibly can put on this shoe all year long, whereas the physique copy describes it as an “on a regular basis” buy, positioning it as a high-value-f0r-money buy.

This messaging clearly aligns with how a whole lot of consumers are feeling, with analysis from sustainable style platform Unfolded discovering that 61 p.c of customers wish to upcycle and reuse their style purchases extra.

See for your self by signing up in your 14-day free trial as we speak.