For many ecommerce entrepreneurs, November means one and one factor solely: Black Friday.
And for good motive.
Whereas ecommerce vacation spending has exceeded $790 billion within the US alone, Black Friday continues to be the occasion that makes up its majority.
However if you happen to’re pondering that Thanksgiving is nothing greater than Black Friday, you is perhaps lacking out on participating your viewers—earlier than the business face of the vacation season reveals itself.
Now could be the right time to understand, encourage, and educate your e-mail checklist and these seven Thanksgiving e-mail examples may also help you do this.
1. Estee Lauder
Since Black Friday historically begins proper after Thanksgiving, the latter doesn’t usually get to have its personal sale.
Nonetheless, over the previous few years, Black Friday moved away from being a single day and remodeled into a complete week, or perhaps a month, of affords.
For the sake of being early within the recreation, it’s no shock that many manufacturers began utilizing Thanksgiving as a gateway to their Black Friday gross sales. Estee Lauder is one such model:
With the above topic line, the sweetness model needs you a cheerful Thanksgiving and invitations you to rejoice the day with a pleasant provide.
The e-mail itself resembles a Thanksgiving card at first sight. In it, Estee Lauder tells you what they’re grateful for, and the checklist consists of you too.
Following the headline “turkey can wait,” Estee Lauder broadcasts its Black Friday sale that merely can’t wait.
This isn’t simply some other promotional e-mail, although. The e-mail copy makes it clear that it’s an unique early entry provide, out there solely to loyal checklist members.
In the event you’re utilizing Thanksgiving as a passage to Black Friday early entry, make sure that your subscribers really feel the appreciation and exclusivity in your e-mail.
2. Operate of Magnificence
Thanksgiving is a time when manufacturers bombard shoppers with sale bulletins and early Black Friday affords.
To face out in busy vacation inboxes, your topic line wants to interrupt the sample. Shifting away from the basic “25% off” topic line is a technique to try this, and that’s what Operate of Magnificence prefers.
The query in Operate of Magnificence’s topic line opens a curiosity hole and makes you surprise why you want to select one in every of these two choices.
That is what you see while you open the e-mail:
Inside is slightly select your individual journey recreation with extremely potential Thanksgiving eventualities, reminiscent of “voluntary meals coma” and “spill gravy in your sweater.”
Packaged with an eye catching e-mail design, the corporate’s message is evident: it doesn’t matter what form of a Thanksgiving you’re having, you get 25 off the model’s web site.
In case the detailed chart wasn’t clear sufficient, Operate of Magnificence additionally repeats its provide on the backside of the e-mail.
The anticipated Black Friday sale is on; it offers you 25 off every part with the low cost code; it ends on November thirtieth. That’s all you want to know.
Operate of Magnificence’s e-mail doesn’t have the usual Thanksgiving vibes however it’s nonetheless extremely related and relatable. It’s additionally a inventive strategy to promote a site-wide provide when exclusivity or personalization isn’t an choice.
3. Mattress Tub & Past
Though most vacation emails announce gross sales or suggest present concepts round these instances, your Thanksgiving emails don’t essentially have to incorporate a low cost.
In the event you’re promoting homeware, clothes, or meals and drinks, the times main as much as Thanksgiving is the right time to ask prospects to prepare for the massive day along with your merchandise.
Mattress Tub & Past, the house decor retailer, makes use of this method in a number of Thanksgiving emails. Check out this instance:
In it, Mattress Tub & Past presents you its prime picks to have a clear and arranged house earlier than the vacation season. What’s extra, its product suggestions characteristic gadgets which might be at present on sale. All of the extra causes to arrange your house for Thanksgiving with the corporate’s merchandise.
If “getting your house in tip-top form” isn’t a strong sufficient motivator for you, the rest of the e-mail invitations you to “make over your visitor room” as an alternative.
The name to motion (CTA) is totally different, however the thought is similar.
In one other Thanksgiving e-mail, Mattress Tub & Past offers you extra suggestions, however this time highlighting merchandise that will help you set one of the best autumn desk.
Designed within the season’s colours, this heat fall e-mail conjures up you to create a memorable Thanksgiving desk. The quote from an in-house designer provides extra credibility to the corporate’s solutions, whereas on the identical time, appearing as a stamp of social proof.
There’s no large sale announcement or pushy product promotion right here. Mattress Tub & Past reveals us a terrific instance of product advertising and marketing and how one can encourage prospects to arrange for Thanksgiving along with your merchandise.
4. Violet Gray
Mattress Tub & Past covers the host function in its Thanksgiving emails for the reason that model is all about house decor.
Violet Gray, the high-end magnificence retailer, against this, focuses on the opposite aspect of Thanksgiving: being a very good visitor.
The corporate’s topic line makes that clear from the start. In the event you’re questioning how one can be a very good visitor across the vacation season, you open the e-mail, like I did, and see this:
Though gift-giving isn’t the commonest Thanksgiving custom, Violet Gray finds not less than one individual you should purchase presents for this yr, and that’s your host.
Within the e-mail, the corporate recommends present concepts on your dinner host to make sure that you’re “invited again.” What’s extra, the e-mail isn’t solely particular to Thanksgiving, however slightly information you’ll be able to comply with for Christmas too.
Following vacation present information finest practices, Violet Gray categorizes its solutions by various kinds of hosts, together with The Thanksgiving Host and The Recreation Night time Host.
In the event you’re not operating a Thanksgiving sale or promoting merchandise that may assist individuals prepare for the day, you’ll be able to mannequin from Violet Gray’s e-mail and place your merchandise as present concepts earlier than Thanksgiving or some other vacation.
5. BarkBox
A typical theme many ecommerce emails share round Thanksgiving is gratitude.
Many manufacturers, particularly those who don’t run Thanksgiving gross sales, use this time to mirror on the previous yr and admire their prospects. BarkBox, the favored canine treats subscription service, is a type of firms.
In one in every of its latest Thanksgiving emails, BarkBox makes use of the gratitude theme and makes it clear that they’re grateful for you, ranging from the topic line.
The e-mail itself reads like a letter from the founders (or extra appropriately, the founders’ canines). In it, BarkBox needs you a cheerful Thanksgiving and reveals its appreciation for its prospects: you and your pups.
BarkBox’s e-mail is written in a private, pleasant, and honest tone. It’s not attempting to get you to purchase one thing with some faux gratitude. The e-mail CTA is type of selfless too:
There is a promo code within the e-mail however it’s not an aggressive, profit-driven one. Utilizing the code saves you some cash, plus, BarkBox will donate to pups in want.
From the code “Barkgives” to the CTA “Give good, get good,” BarkBox’s e-mail copy is absolutely consistent with the spirit of Thanksgiving. Fairly than throw a random sale, say thanks, and promote its merchandise, BarkBox ends the e-mail with a social accountability exercise.
It’s a terrific e-mail to copy if you happen to’re planning on doing one thing totally different for Thanksgiving this yr.
6. 4ocean
Talking of social accountability…
4ocean, an attire firm with environmental and social accountability as its core focus, has fairly an uncommon kind of Thanksgiving e-mail instance for us.
Fairly than spotlight a suggestion or present gratitude, 4ocean’s e-mail focuses on instructional content material. That is seen in its distinctive vacation topic line as nicely:
That is what you see while you click on 4ocean’s surprising Thanksgiving topic line:
On the very prime of the e-mail sits slightly notice: “A cleaner ocean is the best present of all.”
Subsequent, the headline places a acutely aware, albeit barely gloomy, spin on a well-known vacation phrase. After that, 4ocean goes on to clarify how we’re producing much more waste across the vacation season and what you are able to do to cut back that.
In the principle portion of the e-mail, 4ocean offers you actionable suggestions for minimizing waste proper earlier than Thanksgiving. Its solutions embrace sustainable present concepts, in addition to its personal merchandise.
On the backside of the e-mail, the corporate additionally hyperlinks to a few of its giftable merchandise, so you’ll be able to already put your dedication to a waste-free vacation season into motion:
4ocean’s Thanksgiving content material is genuinely useful in beginning the vacation season on the precise foot. And it’s profitable at hinting at its merchandise with out sounding too salesy.
7. The Frye Firm
BarkBox and 4ocean do their justifiable share of company social accountability for Thanksgiving. But, a technique or one other, each emails comprise a button to purchase firms’ merchandise.
This Thanksgiving e-mail from The Frye Firm, then again, is totally free from self-promotion:
Image this: It’s Thanksgiving and also you’re round a well-set desk, having fun with a pleasant, large meal along with your family members. And also you see this e-mail in your inbox.
It’s an ideal match if you happen to’re feeling grateful and trying to unfold this sense to these much less lucky. That is what you see while you open the e-mail:
Simply because it stated within the topic line, The Frye Firm invitations you to donate a meal for individuals “struggling to place meals on the desk.” The e-mail is particularly related because it was despatched in 2020, when it had already been a protracted, troublesome yr all around the globe.
Within the last a part of the e-mail, Frye explains the way it teamed up with Feeding America, the US-based starvation aid group, and the way each greenback you give may also help present meals within the vacation season.
No merchandise or model particulars are talked about within the e-mail. Extra importantly, there’s no requirement to buy from The Frye Firm. You possibly can merely click on the button and place a donation.
It’s a very selfless Thanksgiving e-mail you’ll be able to take for example, whether or not your objective is to construct a greater firm picture or stronger ties along with your viewers.
It additionally goes on to indicate that not each Thanksgiving e-mail needs to be about Black Friday or short-term income.
Conclusion
Not all Thanksgiving emails are created equal.
Some don’t transcend tacky puns and compelled messages of gratitude.
Nonetheless, these seven Thanksgiving e-mail examples are among the finest I’ve seen in my inbox in a very long time.
Whether or not your objective is to announce the beginning of your Black Friday affords, promote your Thanksgiving-y merchandise, or just invite subscribers to commit an act of kindness, these seven examples ought to encourage you.
