February is an fascinating month for e-mail entrepreneurs.
On one hand, it traditionally sees the lowest retail sales of any month. That’s not superb.
However that doesn’t inform the complete story. Information from GetResponse reveals that February enjoys higher-than-usual email open rates—at 20.66 % vs. a full-year common of 19.66 %—and click-to-open charges which might be 27.5 % increased than the typical month.
So shoppers usually tend to open your emails in February—and, once they do, there’s additionally a a lot higher probability they’ll click on by way of to your web site.
This tells me two issues:
- Gross sales are at a premium early within the 12 months, with many shoppers actively striving to save money…
- …however there’s an actual alternative for e-mail entrepreneurs to drive opens, clicks, and gross sales in the event that they get their messaging proper.
To make half #2 somewhat simpler, I’ve rounded up seven of one of the best February publication concepts from Drip’s exhaustive e-mail advertising archive.
High 7 February E-newsletter Concepts
Bean Field: Share Valentine’s Day Present Inspiration
Valentine’s Day is a giant deal for retailers—particularly on-line ones.
Figures from the National Retail Federation present 53 % of US shoppers rejoice the event. Deliberate Valentine’s Day spending climbed to $23.9 billion in 2022, with the typical American dropping over $175 on items.
The perfect information for ecommerce manufacturers? On-line is the highest buying vacation spot for Valentine’s Day purchases, with 41 % of shoppers shopping for on-line—in comparison with 32 % who shopped at department shops, 28 % at low cost shops, 18 % at native small companies, and 17 % at florists.
My colleague Seray has beforehand rounded up a bunch of high-quality Valentine’s Day email examples, so I’d advocate checking them out in order for you a deeper dive into V-Day advertising.
However final time I checked, the celebration of affection occurs on February 14th, inserting it squarely inside this text’s jurisdiction, so I’ve included a few Valentine’s Day examples right here too.
First up is espresso subscription service and items model Bean Field, which reached out to its viewers with a V-Day buyer’s guide. It opened with a persuasive e-mail topic line promising inspirational concepts for Valentine’s customers:
This can be a sensible play, as a result of it seems a whole lot of us really feel fairly anxious about shopping for Valentine’s Day presents. A survey from eMediHealth revealed that 28.5 % of shoppers fear about being judged based mostly on their alternative of reward, whereas 24.5 % admit V-Day buying is a supply of monetary stress.
Bean Field’s e-mail comprises a bunch of coffee-themed Valentine’s items, every accompanied by product imagery, a brief description, and a “Purchase Now” CTA:
And in case you don’t like what you see, there’s additionally an above-the-fold name to motion prompting clients to browse Bean Field’s full reward choice:
Greetabl: Ship a Valentine’s Day Reminder Electronic mail
Sticking with the Valentine’s Day theme, it’s price remembering that whereas all of us strategy reward shopping for with good intentions, life typically will get in the way in which.
Positive, we’d all love to purchase and wrap the right current for our important different weeks prematurely. However subsequent factor we all know, it’s early February, and we’re determined to seek out one thing—something—that can arrive on time.
Google Developments information reveals that search exercise round Valentine’s Day climbs steadily all through January earlier than accelerating sharply because the day approaches:
That means there are a whole lot of last-minute V-Day customers on the market.
For that cause, your viewers will undoubtedly respect a reminder or two as the massive day approaches. Particularly one which warns them of the deadline for on-line deliveries.
As a personalised presents retailer, Greetabl is nicely conscious that customers are determined for his or her Valentine’s Day purchases to reach on time.
Forward of V-Day 2022, it shared an e-mail urging subscribers to purchase now to keep away from their items turning up late.
The subject line grabbed consideration with actionable messaging that careworn the urgency of ordering straightaway:
As you may see, all of it additionally featured an emoji—a tactic that has been proven to seize consideration in a crowded inbox.
The theme of urgency continued within the e-mail physique, with Greetabl including a countdown timer displaying how a lot—or, somewhat, how little—time clients needed to place an order for assured Valentine’s Day delivery:
Clearly, you shouldn’t add countdown timers to each e-mail you ship—they’ll lose their influence. However used sparingly, they’re a extremely efficient strategy to drive motion, with information from Sale Cycle revealing that countdown timers in emails and on-site messages lead to:
- 30.49 % increased click-through charges
- 200 % increased conversion charges
These figures sound too good to be true. A 200 % upturn in conversions, simply from including a countdown timer to your emails? Certainly not.
Nonetheless, we found one thing comparable in our analysis of 20+ million on-site popups. Our analysis revealed that popups with countdown timers see a 113 % increased conversion fee than these with out timers, so that they’re clearly a potent device for prompting clients to take motion.
The Physique Store: Provide a Free Present With Buy
As you’ll recall from the introduction of this very article, February is historically a gradual month for retail gross sales.
When shoppers aren’t within the shopping for temper, the very last thing you want is a excessive quantity of returns consuming into your backside line.
Luckily, there’s an answer: providing a free reward with buy.
Analysis revealed within the journal Psychology & Marketing revealed that it’s higher for retailers to place a promotion as a “free reward” somewhat than a “bundle”.
Why? As a result of free items enhance the perceived loss felt by clients desirous about returning a purchase order, thereby reducing return rates.
Apparently, this technique is particularly efficient when the free reward with buy is obtainable by a well-known model. Which makes it an ideal tactic to leverage in your February e-mail advertising campaigns.
That’s precisely what The Physique Store did in my subsequent instance:
Positive, the free reward—a sheet masks—isn’t a big-money buy in its personal proper. As you may see from the e-mail copy, the promotion solely saves clients as much as $6. But it surely seems that, from a psychological perspective, we simply love items.
Whereas I’ve included this instance as certainly one of my February publication concepts, you may clearly use it at any time of 12 months to drive down these pesky returns.
Oribe Hair Care: Share Your Finest Product Evaluations
Lowering returns is all nicely and good. However what are you able to do to boost salesat a time of 12 months when shoppers simply aren’t seeking to spend their hard-earned money?
One tried-and-trusted tactic is to share customer reviews of your hottest merchandise.
Mix a top-selling product with a convincing, persuasive, user-generated evaluation and also you’ve basically created a license to print cash.
Truth is, even in case you’re the world’s finest copywriter, you’ll by no means write something as convincing as a testimonial from a real buyer.
In line with Tint’s State of User-Generated Content 2022 report, 72 % of shoppers really feel customer-submitted opinions and testimonials are extra credible than branded content material. What’s extra, a staggering 93 % of entrepreneurs agree that customers belief user-generated content material (UGC) greater than content material created by manufacturers.
Oribe Hair Care is one model utilizing UGC to its benefit. On this instance, it showcases no fewer than 5 real-world buyer testimonials to advertise its anti-humidity spray (together with the one within the screenshot):
And, after all, it wraps the entire thing up with a call to action encouraging clients to purchase now.
For an much more actionable technique, take into account selling a limited-time low cost code, free delivery, or gift-with-purchase supply alongside your product opinions to present your viewers an added incentive to purchase.
Chubbies: Promote Summer time Trip Merchandise
February isn’t precisely famed for superb climate (at the least, not within the northern hemisphere).
Even sun-drenched California could be grey, gloomy, and moist.
So it won’t sound like the neatest time of 12 months to advertise summer time vacation-related merchandise, like Chubbies did in my subsequent February publication instance:
Belief me, there’s methodology to the insanity.
Google Developments information reveals us that mid-to-late February is definitely a peak interval for vacation-related searches, with spikes in exercise round phrases like:
- All-inclusive trip packages
- Finest trip packages
- Hawaii trip
When you consider it, all of it provides up. Shoppers are sick of staring out the window and seeing drab, dreary skies, so they begin day-dreaming about sun-kissed seashores and cocktails across the resort pool.
Subsequent factor they know, they’re frantically Googling flight info and resort offers.
So it is smart for manufacturers promoting vacation-centric merchandise—from attire to equipment to skincare—to succeed in out when clients have journey on their thoughts.
Mavi Denims: Showcase Your Spring Assortment
Talking of sunnier instances, February can be the right month to carry the lid in your spring assortment.
Our trusty companion, Google Developments, suggests there’s a reasonably small window during which shoppers are concerned with spring buying developments, with a peak in search exercise stretching from late February to early April:
In different phrases, in order for you most consideration in your spring product vary, you must begin selling it by the tip of February on the newest.
It appears Mavi Denims acquired the memo. This e-mail, despatched in late February 2022, presents subscribers a glimpse at its lately launched spring assortment, with loads of product imagery and persuasive copywriting that highlights key promoting factors:
Then there are two calls to motion pointing readers within the path of its “for him” and “for her” collections.
Mavi Denims makes this e-mail much more persuasive by including a 15 % low cost code for patrons who join its SMS advertising checklist:
This can be a sensible play, with Shopify analysis revealing that multichannel marketing can increase income by 38 %, 120 %, and 190 % for every further channel a buyer engages with.
Fabletics: Honor Black Historical past Month
February is US Black History Month—a chance to acknowledge the struggles and successes of African People all through the nation’s historical past.
This represents a dilemma for entrepreneurs.
On one hand, you wish to show your help for African American communities. Particularly provided that four-fifths of shoppers want a model’s values to align with their very own, in response to analysis from Google.
However on the opposite, no model needs to be accused of leaping on the Black historical past bandwagon in a cynical try and drive gross sales. Certainly, Google’s analysis additionally revealed that three-quarters of shoppers have “damaged up” with a model as a result of a battle in values.
Fabletics acquired issues proper in 2022:
Not solely did it be a part of forces with two Black creatives, however it additionally pledged to donate 100% of internet proceeds to grassroots organizations concentrating on that help Black communities.
If you happen to’re going to become involved in Black Historical past Month, keep in mind: it’s not all about you.
Make sure you’re centring Black voices. Don’t fall silent the second Black Historical past Month ends. And don’t use the occasion as an try to spice up your earnings.
Construct Income-Driving Electronic mail Automations With Drip
It takes a bunch of time, effort, and information evaluation to return up high-performing publication concepts.
So the very last thing you want is to spend much more time on low-value duties like constructing, segmenting, and sending particular person emails.
That’s why you want Drip.
Our confirmed pre-built e-mail workflows are able to go once you want them—simply add your personal branding and e-mail copy.
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