August is the peak of summer season. (Properly, within the northern hemisphere not less than.)
However whereas the typical shopper is considering two weeks on a seashore or attempting to determine the right way to hold their youngsters entertained for one more day, ecommerce entrepreneurs are frantically casting round for August e-newsletter concepts.
Seems that’s more durable than it sounds, with analysis revealing that August sees the second-lowest common e mail open charge (19.79 %) and the fourth-lowest click-through charge (2.24 %) of any month.
We shouldn’t be stunned.
When the solar is thrashing down, the very last thing we would like is to spend all our time glued to our e mail inboxes.
So how do you persuade an unwilling public to not solely open your emails, however to click on via to your web site, and—extra importantly—purchase one thing?
Get all of the inspiration you want by studying my round-up of participating August e-newsletter concepts…
Instance 1: Showcase Your Fall Assortment
Unsurprisingly, search exercise across the phrase “fall vogue” is very seasonal, with curiosity persistently peaking in early September:
Meaning late August is the proper time to share the primary particulars about your fall assortment.
Your aim right here could possibly be to drive instant gross sales.
Or it may merely be to drum up pleasure forward of the complete launch of your fall vary.
J. Crew takes the primary of these two choices, utilizing one in all its August newsletters to spotlight its “fall palette” and compel clients to buy the gathering:
It is a traditional instance of giving clients what they need—on this case, fall-specific clothes—at precisely the precise time.
Instance 2: Faucet Into Labor Day
Labor Day, held yearly on the primary Monday in September, is one in all America’s 9 federal public holidays.
Whereas it began out as a chance to honor and applaud the American labor motion, in the present day it’s higher recognized for parades, barbecues, journey, and—as with all public holidays—procuring.
Coinciding with the top of summer season and the beginning of fall, it’s additionally a key date for back-to-school purchases, making it an enormous event for ecommerce entrepreneurs.
Information from Adobe Digital Insights exhibits that in 2018, Labor Day gross sales exceeded $2 billion, with 30.1 % of gross sales pushed by e mail advertising and marketing—making e mail the largest contributor of any channel.
Seeking to the close to future, Mastercard predicts that US retail gross sales (excluding the automotive class) will develop by 7.5 % 12 months on 12 months in the course of the mid-July via Labor Day interval, with ecommerce spending anticipated to rocket by greater than 89 % on 2019 ranges.
However how do you have to capitalize on Labor Day?
Clearly, that every one relies on your model and the vertical during which you use, however I got here throughout a pair good techniques whereas compiling these August e-newsletter concepts.
The primary comes from on-line classic furnishings retailer Chairish, which tapped into Labor Day 2021 with a limited-time sale:
Should you’re all for boosting gross sales volumes (reasonably than revenue margin), a Labor Day sale is the way in which to go.
It is a time of 12 months when individuals are already trying to spend, spend, spend.
So by providing a reduction on key product strains, you stand a greater likelihood of poaching clients out of your rivals.
Banana Republic took issues in a special course by referencing customers’ conventional need to get away for the final lengthy weekend of summer season.
Based on Numerator, about one in 5 US customers usually have a good time the Labor Day weekend by touring. So in case your merchandise are in any method travel-related, this can be a key development to leverage.
(N.B. Need extra inspiration on your subsequent Labor Day marketing campaign? Try my roundup of Labor Day e mail examples.)
Instance 3: Launch a Sitewide Sale
After all, should you’re planning a Labor Day sale, you’ll doubtless wish to point out it in not less than one in all your August newsletters.
However Labor Day isn’t truly in August.
Meaning there’s a chance to run a complete totally different promotion in August itself.
And should you’re actually trying to make a splash, what higher method than to launch a sitewide sale?
August isn’t historically an enormous month for shopper spending (in reality, it’s one of many poorer months for retail gross sales).
So a sitewide low cost could possibly be an efficient solution to drum up curiosity—and income—at a time of 12 months when customers aren’t usually planning to purchase.
Clearly realizing this, LA-based cosmetics firm Colorpop launched a sitewide 30 % sale in August 2021:
The low cost is certainly engaging sufficient to compel customers to click on.
And it’s ably supported by the addition of a countdown timer, which could be a extremely efficient solution to drive motion out of your viewers.
How efficient?
Properly, our personal analysis—during which we analyzed a couple of billion web site popups—found that popups containing countdown timers convert at the next charge than these with out (8.07 % vs. 3.79 %).
What’s extra, a separate research focusing particularly on e mail advertising and marketing revealed that emails generate 1.7X extra income once they comprise a countdown timer.
Instance 4: Clear Out Summer time Inventory
Overstocks are a relentless supply of frustration for ecommerce manufacturers.
They depart you with a ton of merchandise that’s exhausting—or not possible—to promote, saddling you with further warehousing prices and consuming into your earnings.
Certainly, analysis from IHL Group claimed that for the typical retailer, overstocks result in a 3.2 % lack of income, with the whole loss from overstocks in North America including as much as an astonishing $123 billion a 12 months.
Little doubt you already take measures to restrict (or, ideally, eradicate) overstocks.
However errors occur; we’re solely human, in any case. There are inevitably going to be instances while you’re left with a bunch of previous, out-of-season inventory.
So what are you able to do when late August rolls round and also you’re nonetheless sitting on a ton of summer season inventory?
One strategy is to launch a reduction on previous product strains, as Sunski does right here:
In case your product is as seasonal as sun shades, you wish to strike whereas the iron’s sizzling.
Fail to shift that previous inventory earlier than summer season ends and also you may not get one other alternative till the next spring.
So an aggressive low cost is a helpful ploy.
Nonetheless, Brooklinen demonstrates that overstocks aren’t simply a problem for manufacturers with extremely seasonal product ranges.
That’s proper—even on the earth of mattress linen, retailers haven’t any need to sit down on inventory for longer than they should.
Brooklinen’s strategy works as a result of it positions previous inventory as “fan favorites” reasonably than “stuff we couldn’t promote”, which makes it sound much more fascinating.
Instance 5: Seize Consideration With Summer time Emojis
Emojis are sort of a contentious difficulty within the e mail advertising and marketing world.
For some manufacturers, they’re like catnip. If an e mail topic line doesn’t comprise an emoji, it’s barely value sending.
For others, it’s a world away from their tone of voice.
You’ll need to determine whether or not or not emojis are acceptable to your model, however analysis suggests they are often extraordinarily efficient, resulting in a 56 % upturn in distinctive open charges.
Summer time is a season that undoubtedly lends itself to emojis.
From the easy solar emoji to the extra subtle flamingo, there’s no scarcity of related choices.
So attempt giving these summer season emojis one final airing in your August e mail topic strains, as Banana Republic does right here:
And for extra concepts on the right way to increase open charges in the course of the hottest months, try our roundup of summer season e mail topic strains.
Instance 6: Present Summer time/Fall Outfit Suggestions
Late August is one thing of a grey space on the subject of vogue ecommerce.
Most clients aren’t searching for summer-specific outfits towards the top of the season.
However on the similar time, they won’t be able to put money into their autumn wardrobe.
Nonetheless, you’ve acquired to promote them one thing. You’ve acquired a enterprise to run.
That’s why many retailers use this in-between interval to advertise outfits which are relevant to each seasons.
Abercrombie & Fitch exhibits us how which may look:
The theme of interseasonality continues inside the e mail copy, which places the emphasis on year-round favorites:
Instance 7: Focus On Consolation
Clearly, your clients wish to really feel snug at any time of 12 months.
However “consolation” has totally different meanings in numerous seasons.
In summer season, it’s all about protecting cool, whereas when the colder months strategy, it means wrapping up and feeling cozy.
Or what we Danes would name “hygge.”
So one good August e-newsletter thought is to get folks enthusiastic about wrapping themselves in a smooth blanket and cozying up with a great ebook, identical to The White Firm does right here:
This strategy is all about promoting a feeling reasonably than a product.
It’s not saying: “Purchase a brand new chair.” It’s saying: “Wouldn’t you wish to really feel comfortable now summer season’s coming to an finish?”
Instance 8: Ship Finish-of-Sale Reminders
So that you’ve run a summer season sale to drive income all through August.
That’s a sensible transfer.
As you doubtless already know, the standard of your follow-up emails is an enormous issue within the success of your promotions.
Say your sale ran for every week; your e mail cadence may look one thing like this:
- Day 0: Tease the sale and provide pre-registration
- Day 1: Launch the sale
- Day 3: First reminder in regards to the sale
- Day 5: Second reminder
- Day 7: Finish-of-sale reminder
That ultimate half—the end-of-sale e mail reminder—is essential as a result of it performs into customers’ pure worry of lacking out.
FOMO is a strong motivator in driving gross sales, with analysis revealing that it’s skilled by 56 % of individuals.
All Saints makes use of this to its benefit with a topic line warning its viewers that its sale is coming to a detailed:
This messaging continues within the e mail physique, with copy insisting it’s “time to take advantage of” the model’s summer season sale:
Instance 9: Take Benefit of Consciousness Days
There are consciousness days for just about something you possibly can think about.
August has a packed calendar, beginning with Nationwide Girlfriends Day on August 1st, and ending with Worldwide Overdose Consciousness Day on the thirty first.
In between, there are days celebrating all the pieces from alpacas to ice cream sandwiches and from cats to wiggling your toes.
So that you’re positive to seek out one thing to faucet into, which makes consciousness days a wonderful supply of August e-newsletter concepts.
On this instance, 4ocean—which sells bracelets created from recycled supplies—bases an e mail marketing campaign round Worldwide Whale Shark Day on August thirtieth:
That’s an ideal match for a model that cares deeply in regards to the ocean and coastlines.
Nail Your Publication Advertising and marketing With Drip
E-mail advertising and marketing is straightforward in idea.
Provide you with a theme; sort up some participating copy; add some flashy visuals; hit “ship”; PROFIT.
However it’s loads more durable in follow, and it takes a bunch of time.
That’s not splendid when e mail is just one of a number of advertising and marketing channels in your playbook.
Drip takes away the stress and energy with our pre-built e mail workflows, which allow you to begin constructing sturdy buyer relationships from the second a possible buyer subscribes to your e mail listing.
From welcome sequence to cart abandonment emails, they’re able to roll from day one. All you want is to plug in your model messaging and aesthetic.
However explaining it’s one factor; seeing it in motion is one other.
That’s why we provide a 14-day free trial so you possibly can put our e mail advertising and marketing instruments to the check.
