7 Might Publication Concepts (That You will Wish to Steal At the moment)

For many people, Might is a time of celebration, because the climate hots up, music festivals happen throughout the US, and college students graduate faculty.

Which ought to imply loads of alternatives for manufacturers, proper?

Sadly, maybe due to all these festivities, Might isn’t a month for studying emails. The truth is, regardless of being stuffed with ecommerce holidays, it sees one of many lowest common e-mail advertising open charges of any month, at simply 20.19 p.c—solely forward of January, August, and July.

So it’s important that your e-mail messaging cuts by the noise and compels folks to open, click on by, and purchase, purchase, purchase.

That can assist you out, I raided Drip’s brimming swipe file to trace down seven of the easiest Might publication concepts and examples from a few of our favourite manufacturers…

It has near-universal enchantment, with analysis from the Nationwide Retail Federation (NRF) revealing that 84 p.c of Individuals deliberate to have a good time the event in 2022.

Thankfully for retailers, these celebrations sometimes contain splashing the money. The typical particular person spends nearly $250 on Mom’s Day items, with prime purchases together with:

• Flowers
• Greeting playing cards
• Present playing cards
• Clothes & equipment
• Jewellery

And with greater than one-third of customers planning to purchase their Mom’s Day presents on-line, that is one vacation that ecommerce manufacturers undoubtedly don’t need to miss.

Whereas all of us plan to have our Mom’s Day purchases wrapped up weeks upfront, life usually will get in the way in which. Which implies there’s an enormous alternative for retailers to focus on last-minute Mom’s Day customers.

Operate of Magnificence definitely acquired the memo. In 2022, the wonder model shared an e-mail geared toward individuals who have been but to make these all-important Mom’s Day purchases.

As with each top-performing e-mail, it began with a compelling topic line:

There’s numerous that means in these six phrases. They make us really feel sort of responsible for being so unprepared, whereas additionally subtly promising an answer to our gift-buying woes.

Issues get even higher while you open the Mom’s Day e-mail:

When you learn all of the copy, you understand this e-mail is actually saying: “Purchase your mother a digital reward card.” Which is a strong if uninspiring reward concept.

Nonetheless, the e-mail makes this message sound much more interesting by positioning reward playing cards because the “reward of self-care”.

That makes us really feel like we’re making a sensible, significant alternative—not simply shopping for the one factor that’s assured to reach on time.

In keeping with the NRF, roughly one in three Individuals purchase commencement items for highschool and faculty college students annually, with well-liked purchases together with: 

• Present playing cards
• Attire
• Electronics

Whereas most US commencement ceremonies happen throughout Might and June, Google Tendencies reveals us that the lion’s share of search exercise for the time period “commencement items” takes place in Might:

So when you’re planning to focus on potential gift-buyers, Might is undoubtedly the perfect month to do it.

With that in thoughts, let’s analyze one in every of my favourite commencement emails from 2022, courtesy of Group Man Crates.

We’ll begin with the topic line, which leans into the concept of shopping for “tassel-free” items:

Are tasseled items a factor? I can’t think about what that might even seem like. However it is a enjoyable topic line nonetheless, and the emoji utilization helps it stand out in a crowded inbox.

The humorous tone continues within the e-mail physique, which once more performs up the concept Group Man Crates affords commencement items the recipient will truly get pleasure from:

It’s all underpinned by a wholesome dose of humor, which will be powerful to realize—however extraordinarily efficient while you get it proper.

Certainly, analysis from Oracle — not an organization I’d essentially affiliate with LOLs or LMAOs — discovered that 91 p.c of customers choose manufacturers to be humorous, whereas 72 p.c would select humorous manufacturers over their less-amusing rivals.

Memorial Day is a US federal vacation noticed on the final Monday of Might to mourn fallen army personnel.

Which doesn’t precisely sound like a pure match for ecommerce manufacturers.

Nonetheless, as with all lengthy weekends, the vacation has turn out to be synonymous with procuring. In keeping with Numerator, of the 75 p.c of Individuals who deliberate to have a good time Memorial Day in 2022, about one in 5 deliberate to purchase one thing on-line.

For lots of customers, Memorial Day is about looking down bargains.

Certainly, Numerator’s survey discovered that 64 p.c of Memorial Day customers meant to buy sale objects, whereas 37 p.c deliberate to buy with coupons.

So launching a Memorial Day sale is an apparent transfer, proper?

Perhaps. However there’s an issue: everybody else is doing precisely the identical.

A fast scroll by our swipe file reveals that exactly 100% of Memorial Day-specific emails despatched on the day in 2022 referenced some sort of low cost, promotion, or particular provide.

Which implies there’s a powerful likelihood all of your unbelievable offers will get misplaced within the noise.

Thankfully, there’s a easy answer: take a leaf out of Brooklinen’s guide by launching your Memorial Day sale early.

That method, you’re up towards much less competitors, which can hopefully translate to extra clicks and gross sales.

I particularly like how Brooklinen positioned this e-mail as an early-access invitation:

This makes clients really feel like they’re being provided one thing particular; one thing that’s not obtainable to the common shopper. Which makes this e-mail much more clickable.

That is mirrored by Google Tendencies knowledge, which reveals two clear peaks in search exercise for the time period “summer season trend”—the primary of which falls in late Might:

In different phrases, Might is a improbable time to indicate off your summer-specific merchandise. Which is exactly what haircare model Prose does in my subsequent Might publication instance.

Firstly, a shoutout for the topic line:

The usage of “your” makes it really feel like a personalised e-mail. And with as much as 36 p.c of customers saying retailers ought to work more durable to ship extra personalised experiences, that’s by no means a nasty factor.

Not solely that, however I just like the un-salesy tone right here. 

Prose presents this e-mail as a “haircare guidelines”, somewhat than an inventory of merchandise it desires you to purchase, so it looks like invaluable content material. And if clients suppose they’ll get one thing helpful out of your e-mail, they’re extra more likely to click on.

The e-mail itself options what appears like a haircare guidelines, however on nearer inspection is truly a run-down of assorted product options and USPs:

Once more, the main focus right here is on the delicate promote. 

This theme continues proper all the way down to the CTA button, which eschews the standard “Store now” messaging in favor of a name to “Go customized”.

From massive names like Electrical Daisy Carnival in Las Vegas to numerous extra obscure examples (anybody down for Seattle’s Northwest Terror Fest?), it appears there’s a pageant catering to each style and price range.

So it’s no shock that phrases like “pageant trend” and “pageant outfits” see excessive ranges of search all through Might:

Which implies one factor for ecommerce manufacturers: plenty of alternatives to push festival-themed merchandise.

AllSaints leapt on the alternative in Might 2022 with an e-mail selling its pageant product class:

As you’d anticipate, the e-mail is chock stuffed with festival-friendly matches…

…together with product suggestions that talk to widespread festival-going ache factors (like realizing the solar has gone down and also you’re truly fairly chilly):

Psychological Well being Month has been noticed within the US since method again in 1949, so it’s very a lot a legit consciousness day (not like some we may point out).

For some manufacturers, this is a perfect alternative to advertise mindfulness and wellbeing-related merchandise, similar to Care/of does on this Might publication instance:

I feel Care/of will get it proper right here. Certain, it’s utilizing an consciousness month to promote merchandise—however as a result of these merchandise are related to the occasion in query, it doesn’t come throughout as cynical advertising.

Nonetheless, we stay in a reasonably cynical age. In keeping with Havas, 71 p.c of customers have little religion that manufacturers will ship on their guarantees, whereas lower than half of manufacturers are seen as reliable.

The very last thing you need is to be accused of “CSR washing” for crowbarring your merchandise and promotions into largely unrelated areas and conversations.

In brief, when you’re undecided whether or not it’s applicable to get entangled in an consciousness day, it’s in all probability finest to err on the facet of warning.

Generate Extra E mail Advertising and marketing Income All Yr Spherical With Drip

Whatever the time of 12 months, your #1 e-mail advertising goal is to drive extra gross sales and income.

Drip affords all of the instruments that can assist you ship on that aim.

Our platform makes it fast and simple to design on-brand emails that truly convert. Begin with one in every of 50+ professionally designed ecommerce templates, then customise to your coronary heart’s content material.

Not solely that, however we provide very good deliverability and good pre-built workflows for widespread ecommerce situations, from cart abandonments to welcome collection (and the whole lot in between).

After all, I don’t anticipate you to take my phrase for it—I’m sort of biased, in any case.

As an alternative, discover out for your self by signing up to your 14-day free trial.