As an email marketer, you may be sensation the post-holiday lull as 2019 starts to take shape. After a period an excellent source of subscribe rates and massive online sales , you might be left wondering how to avoid the drop in your email metrics since the excitement winds down.
If this sounds familiar, you’ re not by yourself. My employer, Yes Marketing, gathered data from Q1 2018 plus found that unsubscribe rates improved dramatically this time of year, and marketers find it difficult to keep subscribers active and involved. Instead of getting lost in the audience, it’ s time to exercise that will creative muscle and think creatively.
One of my favorite techniques for getting creative this time of year is by using unconventional designs — holidays and other events that will occur outside of the typical holiday season — within email messages. Unconventional themes, through Tax Day to National Canine Day to a holiday unique for your brand (like your birthday), may help you add a little flavor to your subscribers’ inboxes.
What are a few examples of unconventional themes?
Unconventional themes can be anything through season changes to small vacations to national events. We also available higher engagement with email styles like Groundhog Day and Cake Day than they did along with non-themed or business-as-usual (BAU) email messages in 2018. As we head into Q2 and start preparing for Q3, consider several unconventional themes that may add some ignite to your email messages between April plus September.
Top carrying out themes among our clients within Q2 2018 included:
- Festivals: Emails that used festivals, like SXSW or Coachella, as a style in 2018 generated an eighteen. 9 percent open rate, that is 37 percent higher than the average AROMA emails in Q2 (13. eight percent).
- Taxes Day: Tax Day time earned marketers a 14. 3 or more percent click-to-open rate (CTO) within 2018, 55 percent higher than the particular 9. 2 percent average CTO for BAU emails.
- Earth Day: Earth Day-themed emails generated the 4. 3 percent conversion price for marketers, compared to the 3. seven percent conversion rate for AROMA emails.
- Springtime season: Marketers who else leveraged the spring season to get a theme earned a 15. 1% open rate, compared to the BAU typical of 13. 8 percent.
Top performing designs in Q3 2018 included:
- Oktoberfest: Emails with an Oktoberfest concept generated a 22. 2 % open rate, 64 percent greater than the average open rate of AROMA emails for Q3 2018 (13. 5 percent).
- National Dog Day: National Dog Day-themed emails went an 18. 6 percent transformation rate, which is more than four instances the 4. 2 percent AROMA average for Q2 2018.
- National Coffee Day time: Emails with a Nationwide Coffee Day theme excelled in driving CTO rates. In Q2 2018, these emails generated the 23. 9 percent CTO price — more than twice the AROMA average of 10. 1 percent.
- Black Friday within July: Black Fri in July emails generated the 16. 6 percent open price in 2018, compared to the BAU open up rate average of 13. 5%.
You can also produce buzz around holidays that are exclusive to your brand. A great example of this really is Prime Day, which is Amazon’ h annual shopping holiday in July which has attracted a lot of followers . In 2018, Leading Day generated more than $4 billion in product sales . Strategies like Prime Time are successful because they are an arranged campaign that surprises and pleasures customers off-season.
Naturally , the larger the brand, the easier you should create interest around a made-up vacation. That’ s why using non-traditional holidays or events that clients are familiar with can create “ energy moments” that boost engagement outside of the regular shopping holidays. However , that doesn’ t mean you can simply slap the Prime Day-like event on the appointments in July. Instead, take why is your brand unique and share this with the world.
Guidelines for leveraging unconventional themes
While unconventional themes may generate high engagement, marketers nevertheless need to follow email marketing best practices to have success with themed emails. Best practices regarding themed emails include developing a conversation strategy, thinking beyond offers plus always tying the theme for your brand message.
- Develop a communication strategy: When experimenting with unconventional designs, schedule them on your marketing calendars well ahead of time, and develop a conversation strategy around them. It’ h important to build anticipation with your clients since these holidays and activities aren’ t always well known.
- Think beyond provides: Not all themed email messages need to include an offer (e. gary the gadget guy., free shipping or a percent off). Many brands have found success making use of unconventional themes to build brand understanding and to surprise and delight clients. Emails that simply generate the smile through humor or goodwill can condition subscribers to get within the habit of engaging with your email messages moving forward.
- Take it back to your brand: Always find a way to tie your own themes back to your brand. Whenever connected to your brand in some way, the particular theme won’ t overpower your own message. For example , H& M as soon as used the National Coffee Day concept to promote the brand’ s lesser-known household items, which included coffee cups. Rather than just using National Coffee Time to send a blanket offer, the particular brand chose to tie the style back to a very relevant product this carried.
Don’ t wait. As Q2 quick approaches, get some unconventional themed email messages on your marketing calendars and start tests. As subscribers hit the road for holidays in the spring and summer months, they’ ll spend less time shopping online, so that you need to work harder to grab their particular attention. Having a little fun using a National Dog or Coffee Time theme can go a long way.
Opinions expressed in this post are those of the guest author and never necessarily Marketing Land. Staff writers are listed here .
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