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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.

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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.

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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

Best Email Marketing Practices to Generate Leads

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Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 

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Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
See also  How to Put Together an Effective Email Subject Line (and Examples)

First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

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Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.

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The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!


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