August is the peak of summer season. (Properly, within the northern hemisphere at the least.)
However whereas the typical shopper is considering two weeks on a seaside or making an attempt to determine learn how to preserve their youngsters entertained for yet one more day, ecommerce entrepreneurs are frantically casting round for August publication concepts.
Seems that’s tougher 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 wish 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 by way of to your web site, and—extra importantly—purchase one thing?
Get all of the inspiration you want by studying my round-up of partaking August publication concepts…
Instance 1: Showcase Your Fall Assortment
Unsurprisingly, search exercise across the phrase “fall style” is extremely seasonal, with curiosity constantly peaking in early September:
Meaning late August is the right time to share the primary particulars about your fall assortment.
Your purpose right here could possibly be to drive speedy gross sales.
Or it might 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 certainly one of its August newsletters to spotlight its “fall palette” and compel prospects to buy the gathering:
It is a basic instance of giving prospects what they need—on this case, fall-specific clothes—at precisely the suitable time.
Instance 2: Faucet Into Labor Day
Labor Day, held yearly on the primary Monday in September, is certainly one of America’s 9 federal public holidays.
Whereas it began out as a chance to honor and applaud the American labor motion, at the moment it’s higher identified for parades, barbecues, journey, and—as with all public holidays—purchasing.
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.
Knowledge 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—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 % yr on yr throughout the mid-July by way of 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 depends upon your model and the vertical wherein you use, however I got here throughout a pair good techniques whereas compiling these August publication concepts.
The primary comes from on-line classic furnishings retailer Chairish, which tapped into Labor Day 2021 with a limited-time sale:
When you’re focused on boosting gross sales volumes (fairly than revenue margin), a Labor Day sale is the way in which to go.
It is a time of yr when individuals are already seeking to spend, spend, spend.
So by providing a reduction on key product strains, you stand a greater probability of poaching prospects out of your opponents.
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 approach travel-related, it is a key development to leverage.
(N.B. Need extra inspiration on your subsequent Labor Day marketing campaign? Take a look at my roundup of Labor Day e mail examples.)
Instance 3: Launch a Sitewide Sale
In fact, if you happen to’re planning a Labor Day sale, you’ll doubtless need to point out it in at the least certainly one of your August newsletters.
However Labor Day isn’t really in August.
Meaning there’s a chance to run a complete completely different promotion in August itself.
And if you happen to’re actually seeking to make a splash, what higher approach than to launch a sitewide sale?
August isn’t historically a giant month for shopper spending (the truth is, it’s one of many poorer months for retail gross sales).
So a sitewide low cost could possibly be an efficient approach to drum up curiosity—and income—at a time of yr 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 unquestionably enticing 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 approach to drive motion out of your viewers.
How efficient?
Properly, our personal analysis—wherein we analyzed multiple 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 revealed that emails generate 1.7X extra income once they comprise a countdown timer.
Instance 4: Clear Out Summer season Inventory
Overstocks are a continuing supply of frustration for ecommerce manufacturers.
They depart you with a ton of merchandise that’s arduous—or unattainable—to promote, saddling you with extra warehousing prices and consuming into your income.
Certainly, analysis from IHL Group claimed that for the typical retailer, overstocks result in a 3.2 % lack of income, with the full loss from overstocks in North America including as much as an astonishing $123 billion a yr.
Little doubt you already take measures to restrict (or, ideally, eradicate) overstocks.
However errors occur; we’re solely human, in spite of everything. There are inevitably going to be instances whenever 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 method 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 need to strike whereas the iron’s scorching.
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 difficulty for manufacturers with extremely seasonal product ranges.
That’s proper—even on this planet of mattress linen, retailers haven’t any need to sit down on inventory for longer than they should.
Brooklinen’s method works as a result of it positions previous inventory as “fan favorites” fairly than “stuff we couldn’t promote”, which makes it sound much more fascinating.
Instance 5: Seize Consideration With Summer season Emojis
Emojis are form of a contentious concern within the e mail advertising 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 must determine whether or not or not emojis are applicable to your model, however analysis suggests they are often extraordinarily efficient, resulting in a 56 % upturn in distinctive open charges.
Summer season is a season that positively lends itself to emojis.
From the straightforward solar emoji to the extra refined flamingo, there’s no scarcity of related choices.
So strive 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 learn how to enhance open charges throughout the hottest months, try our roundup of summer season e mail topic strains.
Instance 6: Present Summer season/Fall Outfit Suggestions
Late August is one thing of a grey space on the subject of style ecommerce.
Most prospects aren’t searching for summer-specific outfits towards the top of the season.
However on the identical time, they may not be able to spend money on 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 can be relevant to each seasons.
Abercrombie & Fitch exhibits us how which may look:
The theme of interseasonality continues throughout the e mail copy, which places the emphasis on year-round favorites:
Instance 7: Focus On Consolation
Clearly, your prospects need to really feel snug at any time of yr.
However “consolation” has completely different meanings in numerous seasons.
In summer season, it’s all about holding cool, whereas when the colder months method, it means wrapping up and feeling cozy.
Or what we Danes would name “hygge.”
So one good August publication concept is to get folks enthusiastic about wrapping themselves in a comfortable blanket and cozying up with a superb ebook, similar to The White Firm does right here:
This method is all about promoting a feeling fairly than a product.
It’s not saying: “Purchase a brand new chair.” It’s saying: “Wouldn’t you prefer 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 a giant issue within the success of your promotions.
Say your sale ran for per week; your e mail cadence may look one thing like this:
- Day 0: Tease the sale and supply 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 last half—the end-of-sale e mail reminder—is essential as a result of it performs into customers’ pure concern of lacking out.
FOMO is a robust 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 an in depth:
This messaging continues within the e mail physique, with copy insisting it’s “time to benefit from” the model’s summer season sale:
Instance 9: Take Benefit of Consciousness Days
There are consciousness days for just about something you may 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 search out one thing to faucet into, which makes consciousness days a wonderful supply of August publication concepts.
On this instance, 4ocean—which sells bracelets produced 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.
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