February is an fascinating month for e-mail entrepreneurs.
On one hand, it traditionally sees the lowest retail gross sales of any month. That’s not preferrred.
However that doesn’t inform the total story. Knowledge from GetResponse exhibits that February enjoys higher-than-usual e-mail open charges—at 20.66 p.c vs. a full-year common of 19.66 p.c—and click-to-open charges which are 27.5 p.c greater than the common month.
So customers usually tend to open your emails in February—and, once they do, there’s additionally a a lot higher likelihood they’ll click on by to your web site.
This tells me two issues:
- Gross sales are at a premium early within the 12 months, with many customers actively striving to economize…
- …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 slightly simpler, I’ve rounded up seven of the very best February publication concepts from Drip’s exhaustive e-mail advertising and marketing archive.
Prime 7 February E-newsletter Concepts
Bean Field: Share Valentine’s Day Present Inspiration
Valentine’s Day is an enormous deal for retailers—particularly on-line ones.
Figures from the Nationwide Retail Federation present 53 p.c of US customers rejoice the event. Deliberate Valentine’s Day spending climbed to $23.9 billion in 2022, with the common American dropping over $175 on presents.
The very best information for ecommerce manufacturers? On-line is the highest procuring vacation spot for Valentine’s Day purchases, with 41 p.c of customers shopping for on-line—in comparison with 32 p.c who shopped at malls, 28 p.c at low cost shops, 18 p.c at native small companies, and 17 p.c at florists.
My colleague Seray has beforehand rounded up a bunch of high-quality Valentine’s Day e-mail examples, so I’d suggest checking them out if you would like a deeper dive into V-Day advertising and marketing.
However final time I checked, the celebration of affection occurs on February 14th, putting 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 presents model Bean Field, which reached out to its viewers with a V-Day purchaser’s information. It opened with a persuasive e-mail topic line promising inspirational concepts for Valentine’s buyers:
This can be a sensible play, as a result of it seems a variety of us really feel fairly anxious about shopping for Valentine’s Day presents. A survey from eMediHealth revealed that 28.5 p.c of customers fear about being judged primarily based on their selection of present, whereas 24.5 p.c admit V-Day procuring is a supply of monetary stress.
Bean Field’s e-mail incorporates a bunch of coffee-themed Valentine’s presents, every accompanied by product imagery, a brief description, and a “Purchase Now” CTA:
And when you don’t like what you see, there’s additionally an above-the-fold name to motion prompting prospects to browse Bean Field’s full present choice:
Greetabl: Ship a Valentine’s Day Reminder E-mail
Sticking with the Valentine’s Day theme, it’s value remembering that whereas all of us strategy present shopping for with good intentions, life typically will get in the best way.
Certain, we’d all love to purchase and wrap the proper current for our vital different weeks upfront. However subsequent factor we all know, it’s early February, and we’re determined to search out one thing—something—that may arrive on time.
Google Traits information exhibits 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 variety of last-minute V-Day buyers on the market.
For that motive, 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 properly conscious that buyers 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 presents turning up late.
The topic line grabbed consideration with actionable messaging that careworn the urgency of ordering straightaway:
As you’ll be able to 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 exhibiting how a lot—or, reasonably, how little—time prospects needed to place an order for assured Valentine’s Day transport:
Clearly, you shouldn’t add countdown timers to each e-mail you ship—they’ll lose their impression. However used sparingly, they’re a extremely efficient approach to drive motion, with information from Sale Cycle revealing that countdown timers in emails and on-site messages lead to:
- 30.49 p.c greater click-through charges
- 200 p.c greater conversion charges
These figures sound too good to be true. A 200 p.c upturn in conversions, simply from including a countdown timer to your emails? Absolutely not.
Nevertheless, we found one thing comparable in our evaluation of 20+ million on-site popups. Our analysis revealed that popups with countdown timers see a 113 p.c greater conversion price than these with out timers, so that they’re clearly a potent software for prompting prospects 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 customers aren’t within the shopping for temper, the very last thing you want is a excessive quantity of returns consuming into your backside line.
Fortuitously, there’s an answer: providing a free present with buy.
Analysis printed within the journal Psychology & Advertising revealed that it’s higher for retailers to place a promotion as a “free present” reasonably than a “bundle”.
Why? As a result of free presents improve the perceived loss felt by prospects enthusiastic about returning a purchase order, thereby lowering return charges.
Apparently, this technique is particularly efficient when the free present with buy is obtainable by a well-recognized model. Which makes it an ideal tactic to leverage in your February e-mail advertising and marketing campaigns.
That’s precisely what The Physique Store did in my subsequent instance:
Certain, the free present—a sheet masks—isn’t a big-money buy in its personal proper. As you’ll be able to see from the e-mail copy, the promotion solely saves prospects as much as $6. Nevertheless it seems that, from a psychological perspective, we simply love presents.
Whereas I’ve included this instance as considered one of my February publication concepts, you’ll be able to clearly use it at any time of 12 months to drive down these pesky returns.
Oribe Hair Care: Share Your Finest Product Opinions
Lowering returns is all properly and good. However what are you able to do to increase gross salesat a time of 12 months when customers simply aren’t trying to spend their hard-earned money?
One tried-and-trusted tactic is to share buyer evaluations of your hottest merchandise.
Mix a top-selling product with a convincing, persuasive, user-generated overview and also you’ve primarily created a license to print cash.
Reality is, even when you’re the world’s greatest copywriter, you’ll by no means write something as convincing as a testimonial from a real buyer.
Based on Tint’s State of Person-Generated Content material 2022 report, 72 p.c of customers really feel customer-submitted evaluations and testimonials are extra credible than branded content material. What’s extra, a staggering 93 p.c 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, in fact, it wraps the entire thing up with a name to motion encouraging prospects to purchase now.
For an much more actionable technique, contemplate selling a limited-time low cost code, free transport, or gift-with-purchase supply alongside your product evaluations to offer your viewers an added incentive to purchase.
Chubbies: Promote Summer time Trip Merchandise
February isn’t precisely famed for superb climate (a minimum of, not within the northern hemisphere).
Even sun-drenched California may be grey, gloomy, and moist.
So it may not sound like the neatest time of 12 months to advertise summer season vacation-related merchandise, like Chubbies did in my subsequent February publication instance:
Belief me, there’s technique to the insanity.
Google Traits information exhibits 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 concentrate on it, all of it provides up. Customers 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 data and resort offers.
So it is smart for manufacturers promoting vacation-centric merchandise—from attire to equipment to skincare—to succeed in out when prospects have journey on their thoughts.
Mavi Denims: Showcase Your Spring Assortment
Talking of sunnier occasions, February can be the proper month to elevate the lid in your spring assortment.
Our trusty companion, Google Traits, suggests there’s a fairly small window during which customers are thinking about spring procuring traits, with a peak in search exercise stretching from late February to early April:
In different phrases, if you would like most consideration in your spring product vary, it is best to begin selling it by the tip of February on the newest.
It appears Mavi Denims bought the memo. This e-mail, despatched in late February 2022, presents subscribers a glimpse at its just 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 route of its “for him” and “for her” collections.
Mavi Denims makes this e-mail much more persuasive by including a 15 p.c low cost code for purchasers who join its SMS advertising and marketing listing:
This can be a sensible play, with Shopify analysis revealing that multichannel advertising and marketing can increase income by 38 p.c, 120 p.c, and 190 p.c for every further channel a buyer engages with.
Fabletics: Honor Black Historical past Month
February is US Black Historical past 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 display your assist for African American communities. Particularly provided that four-fifths of customers choose a model’s values to align with their very own, in accordance with analysis from Google.
However on the opposite, no model desires 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 customers have “damaged up” with a model resulting from a battle in values.
Fabletics bought issues proper in 2022:
Not solely did it be a part of forces with two Black creatives, however it additionally pledged to donate one hundred pc of web proceeds to grassroots organizations concentrating on that assist Black communities.
When you’re going to become involved in Black Historical past Month, bear 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.
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It takes a bunch of time, effort, and information evaluation to come back up high-performing publication concepts.
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