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 electronic mail open fee of any month.
Whereas client developments inevitably change over time, there are not any indicators by any means 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 p.c to eight p.c uptick on the report gross sales generated in 2021.
On-line and different non-store gross sales are anticipated to develop even sooner, with the NRF forecasting a year-on-year improve of as much as 12 p.c.
All of which suggests you’re in all probability not studying this text since you’re brief on November publication concepts. Extra possible, you’ve received extra potential campaigns than you possibly can shake an SKU at.
However spray-and-pray electronic mail advertising and marketing simply received’t reduce it in November. In case your messaging doesn’t hit the mark, you threat 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 Listing
Right here at Drip, we’re clearly large followers of electronic mail advertising and marketing. However that doesn’t imply electronic mail must be the solely channel you utilize to achieve clients. Throughout such a important time of yr 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 p.c) of customers agree that between texts, emails, and cellphone calls, texts are one of the simplest ways for entrepreneurs to achieve them in a rush.
Issues transfer rapidly in November. When new merchandise and gives are dropping day by 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 need to do with electronic mail newsletters?”
Calm down, I’ll let you know.
Consent is necessary 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 purpose, customers typically don’t wish to obtain texts from manufacturers except 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 clients 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, 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? Learn to automate your advertising and marketing with finest observe electronic mail and SMS workflows from Drip.)
2. Everlane: “One For You, One For Me”
Theoretically, vacation procuring is about shopping for stuff on 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 associate or sibling.
Don’t fear: should you’re “responsible” of this, you’re not the one one. Actually, analysis from JLL discovered that 53 p.c of customers plan to purchase for themselves whereas vacation procuring, climbing to 73.5 p.c of buyers with gifting budgets of greater than $500.
Clothes and sneakers are comfortably the preferred “self-gifts”, with 20.4 p.c of buyers planning to purchase merchandise for themselves inside this class. Electronics (11.5 p.c) and residential furnishings (8.3 p.c) got here in second and third respectively.
Theoretically, that is all implausible information for retailers. What could possibly 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 an eye fixed.
However client psychology is a captivating beast. Regardless that we’re pleased 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 p.c of whom mentioned they really feel dangerous about spending an excessive amount of on presents.
This places entrepreneurs in one thing of a pickle. On one hand, you wish to encourage buyers 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 concern of scaring away guilt-ridden clients.
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 Customers 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 p.c greater open charges
- 11 p.c extra distinctive opens
- 101 p.c extra clicks
The identical is true throughout all channels.
Why? As a result of the extra you section, the extra you possibly can personalize. And the extra you personalize, the extra you possibly can promote, with 90 p.c 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 clients inside your emails can enhance 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 funds:
As with so most of the finest concepts, it’s additionally devilishly easy.
By successfully persuading clients to section themselves, L’Occitane ensures it can current them with probably the most related touchdown web page. That method, there’s a a lot greater probability they’ll truly purchase one thing.
(N.B. Wish to study 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 surprising $158 billion on Black Friday 2022, with 76 p.c of customers planning to buy offers, in line with analysis from Future Publishing.
In different phrases, Black Friday is type of a giant deal.
Clearly, I may have devoted this whole article to Black Friday, however we’ve finished that loads of occasions earlier than. (Nevertheless, I’d positively advocate testing our roundup of little-known Black Friday advertising and marketing methods whenever you get an opportunity.)
As an alternative, I’m going to share simply two Black Friday electronic mail concepts that you need to positively take into account on your November advertising and marketing.
First up, KitchenAid cuts by 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 yr, the probabilities of reducing by the noise are comparatively slim. So why not beat the frenzy?
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 delivery 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 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 bounce on the competitors.
5. The North Face: Add a Countdown Timer to BFCM Emails
Need yet another Black Friday electronic mail concept? 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 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 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 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 p.c greater fee than these with no timer.
You possibly can clearly use this tactic with any of your BFCM messaging, however it works finest for sending reminders that your sale is coming to an finish. That method, you’re not simply telling folks that they’re working out of time to seize a cut price—you’re exhibiting them.
6. Bombas: Increase 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 greater electronic mail open charges than another month, at 22.2 p.c.
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 p.c, whereas these with “Cyber Monday” fared even worse, with common open charges of 13.8 p.c.
So customers open advertising and marketing emails at the next fee in November, however they don’t appear to like overtly Black Friday or Cyber Monday-themed messaging. What’s happening?
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 type 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 slightly inventive along with your topic strains, particularly as BFCM approaches.
Talking of creativity, considered one of 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 record, there’s a very good probability 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 Nervousness
Seems a whole lot of us dwell in concern of vacation procuring.
One research discovered that 25 p.c of customers fear about buying garments within the incorrect measurement, whereas 18 p.c stress about their presents arriving on time. Different frequent considerations embody:
- Worrying about selecting the incorrect colour
- Worrying concerning the price ticket exhibiting
- Worrying about not having the recipient’s mailing deal with
With all that anxiousness 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 purchasers 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 buyers with real-life buyer testimonials that talk to the myriad virtues of KiwiCo’s child-friendly subscription containers.
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 relating to electronic mail advertising and marketing?
Such as you’re swamped by information, however none of it actually tells you something?
Numerous 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.
After all, I don’t anticipate you to take my phrase for it. As an alternative, I’d favor you to seek out out for your self by signing up on your 14-day free trial.
