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EMAIL MARKETING

5 Emails for Summer Campaign Inspiration

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Summer is here!

It’s the time of year for taking time off from work and setting up much-needed vacations. Taking advantage of the warmer weather (or traveling to climates with warmer weather) is what summer is all about. And while it all may seem like fun and games, summertime is also synonymous with declining sales. After all, fewer people in the office means fewer people available to be sold to.

If this sounds all-too-familiar, don’t lose hope. Tackling the summer sales slump just requires a creative approach and smart email campaigns.

Before we take a look at them, these are some of the basics that you need:

  • Have a subject line that hooks your reader and is relevant to their experience of summer.
  • Use visuals that are on-brand but also capture the season’s fresh and fun vibes.
  • Keep your messaging light and bright!

These brands have checked off all the boxes and have added some extra oomph into their summer emails. Here are some of our favorites and why we think they work.

1. BaubleBar – Take Advantage of the Summer Holidays

Holidays that fall during summer are always celebrated with a little more enthusiasm – people get together outdoors, splurge on new outfits, and freshen up their homes. And with the pandemic hopefully on its way out, all of this is going to be embraced with even more enthusiasm than before.

BaubleBar got it right with this Memorial Day email. Check out the summer vibes and the product showcase – it screams beach day – tying in perfectly with the most common summer holiday trip.

They nailed the subject line too: “Dive into the Memorial Day weekend sale.” Doesn’t this email make you want to buy one of those fashionable pieces of beach-chic jewelry and cool off in the water?

2. Casper – Make an Offer that Says “Summer”

When the days are longer and most of your time is spent outdoors, how can a brand get you to buy their mattresses? Casper found a way with an ingenious offer. With every regular mattress purchase, customers would get a free inflatable pool mattress.

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The lesson here is obvious – make your offer and product relevant to the summer. It may seem impossible, but with a little creative out-of-the-box thinking, it can be done. And Casper proved that there’s a right way to do it.

Bonus points for the adorable animation and cute CTA that are so typical of summer’s laidback vibes.

3. Sweetgreen – Show off the Right Products

Health and fitness brands capitalize on the beginning of summer as a time to promote their products and memberships. Sweetgreen, a salad company, took it a step further by introducing a refreshing seasonal range of salads that uses summer produce. Their email design is clean and ties into their clean green food philosophy well. And the copy is filled with expressions that entice taste buds.

Notice the seasonal references throughout the email, including the call to action. It really is tempting to “taste the summer.”

4. J.Crew – Add Intrigue

They say no one wants long emails anymore, but this one from J.Crew is such a treat, we couldn’t stop scrolling. The subliminal messaging of a fashion brand putting out a cool image of ice cream in bright summery colors isn’t lost on us. Even if you’re not planning on buying something, this email puts you in such a good state of mind that you’re more likely to click the call to action at the end of the scrumptious scroll.

Sure, not everyone loves a lengthy scroll. However, the email is upfront about the
long scroll ahead and cleverly includes a CTA just above the first scoop. There’s a good lesson here about finding creative ways to cater to all your subscribers and reduce drop-off rates.

5. Madewell – Sell the Benefit, Not the Product

How many times have we heard this? And yet, it seems that brands get this basic rule right only a handful of times. We love this email from Madewell because it’s empathetic. It foresees customers’ summer needs and positions its products as complementary to those, like “pedi-friendly footwear,” which is way more appealing than just “summer sandals” – simply because it spells out an insightful benefit. The messaging makes the customer feel like this is a brand that “gets” them.

Neatly categorizing their accessories is also a great idea. Sometimes you don’t know whether a store will carry something you need, and an email like this saves you the trouble of searching and scrolling. The easier your email makes the discovery and purchase process, the higher chance it has of converting a subscriber.

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Oh, and we love the subject line: “+ a bikini.” Quirky, interesting, and gets you hooked. Enough said!

All these emails and examples feature unique and distinct brand personalities, but they also capture the common themes and elements that we’ve come to associate with summer. With a bit of planning, research and creativity, your email campaigns can help make the summer season as successful as any other.

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EMAIL MARKETING

What Not to do in Email Marketing

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What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.

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Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.

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Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.

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The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.

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