Ever for the reason that historic Babylonians began making New Yr’s resolutions, the dawning of a brand new yr has been a time of change and progress.

Quick ahead about 4,000 years and the custom is alive and properly, significantly amongst youthful customers, with analysis from YouGov revealing that about two-fifths of American under-30s make resolutions.

The excellent news for entrepreneurs? A lot of these resolutions—from residing more healthy and dropping pounds to non-public enchancment and touring—will possible contain spending cash.

However customers don’t have a bottomless pit of money. With the typical US grownup anticipated to spend roughly $870 on Christmas items in 2022, it takes razor-sharp messaging to prise open your prospects’ purses.

What does that appear like? To determine it out, I’ve dipped into Drip’s cavernous e mail swipefile to trace down seven of one of the best New Yr e mail examples…

A March 2022 survey from the American Psychological Affiliation discovered that 87 % of US adults really feel like there’s been a “fixed stream of crises” since 2020, whereas 73 % say they really feel “overwhelmed” by the variety of issues going through the world as we speak.

So it’s no shock {that a} rising variety of customers are taking lively steps to really feel much less pressured. As an example, the variety of People who follow yoga has elevated from 21 million in 2010 to 34.4 million in 2021, whereas one in 5 US customers used a mindfulness or meditation app in Q3 2022.

This development is mirrored in our New Yr’s resolutions, with two of the most well-liked resolutions—residing more healthy and private enchancment or happiness—aligning with our rising love of mindfulness.

All of that is implausible information for manufacturers like Recess, which makes “drinks and powders that can assist you really feel calm cool collected regardless of the aggravating world round you”. Within the runup to New Yr’s Eve 2022, it shared the next e mail with its prospects, urging them to “take some extra time for your self”:

I like this New Yr e mail instance as a result of it’s not making an attempt to alter customers’ minds; it’s encouraging them to do one thing they’re already eager about. 

As such, it barely appears like Recess is promoting something on this e mail. It’s merely highlighting a development and recommending a product that matches.

However whereas all of us love hanging out with our nearest and dearest, it can be a bit aggravating—not least on the subject of dressing up. Certainly, half of People say selecting an outfit is essentially the most stress-inducing a part of going out, whereas about one-quarter have canceled on dinner plans as a result of they couldn’t discover something to put on.

So why not take a leaf from Goop’s guide by providing your viewers some New Yr’s Eve styling suggestions?

This e mail works properly as a result of it balances sales-oriented messaging with genuinely helpful recommendation.

I additionally like the way it’s not simply about social gathering outfits. Even for those who’re not planning a giant night time out or social get-together for NYE, there’s one thing on this e mail for you. 

However this isn’t a fleeting development. About half of People used curbside pickup earlier than and through the pandemic, whereas 33 % of under-50s within the US who began utilizing it within the pandemic plan to maintain doing so.

In a post-coronavirus world, curbside pickup actually comes into its personal when velocity is of the essence, serving to prospects make last-minute purchases that in any other case wouldn’t arrive till properly after these NYE fireworks have fizzled out.

In my subsequent New Yr e mail instance, Mattress Bathtub & Past demonstrates the right way to successfully promote a service like curbside pickup. As you’ll be able to see, all of it begins with a sturdy e mail topic line:

The retailer leans into the comfort of curbside pickup, emphasizing the velocity with which orders can place and gather their orders.

This messaging is backed up throughout the e mail physique via a easy banner that encourages customers to purchase all the pieces they should have fun the New Yr:

After all, curbside pickup isn’t an possibility for everybody. When you’re an online-only retailer or direct-to-consumer model, there are a pair different options you’ll be able to leverage:

• Encourage prospects to pay for expedited delivery
• Spend money on a micro-fulfilment mannequin, opening smaller warehouses near massive inhabitants facilities
• Goal prospects earlier, thereby serving to them beat the last-minute rush

Everyone knows e mail advertising is a implausible income driver. Its return on funding is unmatched, delivering $36 of income for each $1 spent.

However that doesn’t imply each single e mail you ship represents a possibility to spice up your backside line.

Take New Yr’s Eve emails. For the overwhelming majority of individuals, checking their e mail inboxes merely isn’t a precedence as midnight approaches—they’ve acquired higher issues to be doing. 

So it’s no shock that analysis from DMD discovered the typical e mail open price on December thirty first is simply 5.7 %. And it drops even decrease—to a paltry 3.5 %—on New Yr’s Day.

To place that in perspective, DMD reported the typical e mail open price for 2021 as a complete stood at 13.59 %—about 2.5 occasions larger than the determine for New Yr’s Eve.

So for those who’re planning to want your viewers “Glad New Yr” on December thirty first, most individuals in your advertising checklist gained’t learn the message till days later (if in any respect).

Does this imply it’s merely not price reaching out to your viewers on New Yr’s Eve?

Not essentially. 

Factor is, these types of messages are a straightforward option to show that you simply care about your prospects.

And whereas they’re not a nice alternative for driving direct gross sales, they will positively be an efficient option to show why folks ought to contemplate shopping for from you in future.

In my subsequent instance, menswear model Mugsy makes use of its “Glad New Yr” message to share a few of its prime USPs:

With 56 % of all deserted carts attributable to shipping-related issues through the checkout course of, there’s actually no dangerous time to advertise your delivery coverage.

That’s the form of messaging that would persuade recipients to purchase subsequent time you attain out with a compelling provide.

However gross sales aren’t a silver-bullet resolution. Launch them too usually and also you danger damaging your model, with 38 % of customers agreeing that fixed reductions make retailers look “low cost and retro”. Ouch.

Gross sales also can eat into your margins, so it’s simple to know why many manufacturers search for various ways to drive income within the New Yr.

Product bundling is one resolution. Selling a product bundle could be a extremely efficient tactic, boosting your common order worth and making your costs look extra enticing with out forcing you to launch a “common” sale.

On this New Yr e mail instance, Brooklinen promotes a combined bundle—that’s, a bundle made up of merchandise that can be bought individually:

If this strategy doesn’t give you the results you want, there are a number of different bundling methods to strive, similar to pure bundling—whereby the bundled merchandise can’t be purchased individually—and cross-sell bundling, which regularly entails a high-ticket merchandise being bundled with a lower-priced, complementary product.

Just like the sound of product bundling? Take a look at my roundup of 9 product bundling examples that’ll enhance your income.

Drive Income With Customized Electronic mail Advertising From Drip

Do you discover that you simply’re spending a ton of time merely “doing emails”, and never sufficient time crafting persuasive, personalised emails that drive clicks, gross sales, and income?

Drip may help.

Our pre-built templates make it tremendous easy to create eye-catching, on-brand emails, whereas our templated playbooks can automate even essentially the most superior e mail sequences, from welcome sequence to deserted cart emails.

Discover out for your self by signing up in your 14-day free trial as we speak.