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Sunday, February 18, 2024

5 New 12 months’s Advertising and marketing Concepts That Work

January has historically been a tricky time for retailers, with customers tightening the purse strings after forking out throughout the ecommerce vacation season.

In reality, in 2021, January noticed the second-lowest retail gross sales complete of any month—simply forward of February:

1 image8Picture supply

As a marketer, what are you able to do to keep away from beginning the 12 months with two months of ache?

In principle, it’s a easy resolution: you simply have to nail your messaging. Nonetheless, as everyone knows, that’s simpler stated than finished.

To make your life somewhat simpler, I dipped into the Drip archives to unearth 5 of the easiest 2023 New 12 months’s advertising and marketing concepts from a few of our favourite manufacturers.


1. Origins: Faucet Into Widespread New 12 months’s Resolutions

I’m going to start out with arguably the simplest of all New 12 months advertising and marketing concepts: referencing your prospects’ New 12 months’s resolutions.

A YouGov survey performed in late 2022 revealed that 37 % of Individuals deliberate to set a aim or decision for the next 12 months, whereas 17 % have been uncertain.

In different phrases, as much as 54 % of customers began 2023 with some type of private goal. That’s far too massive a bit of your viewers to disregard.

Step one to leveraging resolutions in your New 12 months advertising and marketing is to grasp the forms of objectives your prospects are setting.

Luckily, there’s loads of analysis to assist us out. In accordance with Statista’s International Shopper Survey, well being is a standard focus, relating to every of the three hottest resolutions for Individuals:

  • Train extra (cited by 52 % of respondents)
  • Eat more healthy (50 %)
  • Drop pounds (40 %)

These resolutions show that well being touches on a number of shopper product classes. Need to train extra? Right here, purchase these trainers. Planning to eat a more healthy weight-reduction plan? Take a look at this cookbook. Wanting to drop some pounds? You’ll want a brand new water bottle for all these gymnasium classes.

And, as cosmetics model Origins demonstrates, there’s additionally a transparent hyperlink between well being and skincare merchandise.

In my first New 12 months advertising and marketing instance, Origins kicks issues off with a topic line that reads like a private mantra:

2 image10-1That’s principally a ready-made decision, so it’s a unbelievable inspiration for anybody who’s but to resolve their objectives for the 12 months forward.

Origins backs up this messaging within the physique copy, giving prospects a transparent instruction to be kinder to their pores and skin in 2023:

3 image9In fact, this e mail isn’t nearly discussing good intentions; it has a tough business edge too.

Beneath the fold, Origins lists a few of its prime SPF skincare merchandise, every accompanied by a “Store Now” CTA:

4 image3-3By the way, that is the third in a sequence of resolution-themed emails from Origins. In case your merchandise are particularly goal-worthy, you would run this type of marketing campaign all through the entire of January—and even examine in with prospects later within the 12 months to ask how their resolutions are going.

2. MYRO: Focus On Sustainability

Okay, certain; sustainability isn’t precisely a “new development”. However it’s turning into ever-more essential as an growing variety of customers be a part of the dots between the merchandise they buy and their very own web affect on the world round them.

Our rising love for sustainable, eco-friendly merchandise has largely been pushed by youthful generations, with three in 4 Gen-Zers saying sustainability is extra essential than model identify when making buy choices.

The place Gen Z leads, older generations are starting to comply with. Between 2019 and 2021, the will amongst Gen X customers to purchase from sustainable manufacturers rose by 24 %, whereas their willingness to spend extra on sustainable merchandise climbed by 42 %.

Right this moment, two-thirds of all customers say they’re pleased to pay a sustainability premium when shopping for merchandise—but the identical proportion of retail executives imagine consumers aren’t ready to spend extra.

5 image7-3What do all these figures inform us?

That sustainability is a huge deal to customers; much more so than most retailers imagine. 

Sustainable manufacturers are ideally positioned to win new prospects and generate extra income—they simply have to shout about it. And what higher time than the New 12 months, when many patrons are actively seeking to change their behaviors?

Refillable bodycare model MYRO is nicely conscious of this. Sustainability is on the coronary heart of its mission, with each product refill lowering waste from single-use plastic by at the least 50 %.

MYRO begins this New 12 months e mail advertising and marketing instance with a powerful topic line that underlines its eco-friendly credentials and speaks to customers’ need to stay extra sustainably:

6 image14-1The e-mail physique continues in the identical vein, urging consumers to make eco-conscious adjustments by swapping to a refillable physique wash. The message is evident: “This can be a fast and easy manner to assist the planet.”

7 image5You may suppose that’s already a sufficiently persuasive argument, however MYRO goes one step additional by providing a 15 % low cost code simply above the decision to motion: 

8 image6-2So prospects get to learn the setting and lower your expenses? That’s a reasonably compelling hook.

3. Frank & Oak: Drive Motion With a Competitors

I don’t need to be all doom and gloom, however I’ve obtained some extra dangerous information about advertising and marketing within the New 12 months.

Seems January isn’t only a dangerous time for retail gross sales; it’s additionally awful for e mail entrepreneurs. January is within the backside quartile for common e mail open charges by month, at 19.83 %—nearly 11 % lower than the best month. And it additionally has the joint-highest e mail unsubscribe price.

If you happen to’re going to buck these tendencies, it’s essential to incentivize your viewers to have interaction together with your messaging.

The most effective methods to try this is by working a giveaway, like sustainable vogue model Frank & Oak did in my subsequent New 12 months advertising and marketing instance.

Nicely conscious that buyers are much less prone to open emails at this difficult time of 12 months, Frank & Oak led with an e mail topic line that features a single, clear instruction:

9 image2-4With out saying so in as many phrases, this topic line means that there’s one thing in it for the shopper. It’s actionable sufficient to catch the attention and sufficiently intriguing to win the clicking.

Subsequent, Frank & Oak will get to the meat and potatoes of its marketing campaign: the chance to win a $1,000 present card.

10 image13-1In fact, a contest like this isn’t an automated assure of success.

Simplicity is essential in terms of working an efficient giveaway. Except the prize is really spectacular, most customers aren’t ready to leap by a bunch of hoops, so attempt to make the specified “motion” as low-touch as doable.

On this case, Frank & Oak merely requested customers to comply with its Instagram account:

11 image12-2That’s proper—no “like”, share, or remark. Only a tiny little comply with in return for a possible $1,000 payday. Looks as if Frank & Oak is getting the tough finish of the deal right here. 

However in actuality, there’s loads of profit to constructing your Instagram following. One examine discovered that 72 % of Instagram customers have made vogue, magnificence or style-related purchases after seeing a product on the social media platform, with the most-purchased classes named as:

  • Clothes
  • Make-up
  • Footwear
  • Jewellery

Plus, keep in mind, Frank & Oak isn’t asking any previous individual for a comply with. It’s particularly focusing on individuals who subscribe to its advertising and marketing emails. 

Presumably, this viewers is already fairly engaged with the model, that means there’s a superb probability they’ll hold following the Instagram account after the competitors has completed.

One ultimate level: Analysis from Shopify discovered that, on common, multichannel advertising and marketing will increase income by 38 %, 120 %, and 190 % for every extra channel a buyer engages with. So it’s clearly in your pursuits to level e mail subscribers towards your different advertising and marketing channels.

4. Flamingo Candles: Add Buyer Testimonials

I feel I’ve made it fairly clear that it’s essential to work fairly laborious to prise open your prospects’ purse strings within the New 12 months. In reality, 39 % of Individuals stated their New 12 months’s decision for 2023 is to save lots of more cash.

Primarily, it’s your job to persuade them that saving cash is nice—however shopping for your product is healthier.

Doing that requires extra than simply some snappy copywriting and jazzy product imagery. 

Seems customers are literally much more prone to take heed to fellow prospects than model entrepreneurs. Certainly, 72 % discover buyer opinions and testimonials extra credible than the issues manufacturers say about themselves, in accordance with analysis from Tint.

In my subsequent instance, Flamingo Candles leads with some easy New 12 months-themed messaging, urging subscribers to take a look at its vary of slogan keytags:

12 image4-1

That’s a strong if unspectacular opening gambit—not sturdy sufficient for me to incorporate in a roundup of inspirational New 12 months advertising and marketing concepts.

What elevates this e mail is the below-the-fold part, the place Flamingo Candles features a bunch of real-world buyer testimonials:

13 image11

Better of all, these aren’t simply generic opinions about how a lot folks love Flamingo; they’re particularly tailor-made to the product class within the e mail.

5. Paperchase: Enhance AOV With Product Bundling

We all know customers are much less inclined to open advertising and marketing emails in January than in most different months.

It stands to purpose, subsequently, that you simply’re additionally prone to generate fewer e mail click-throughs to your web site.

This locations a higher-than-average premium on these prospects who do open—and click on by from—your emails, with messaging geared towards driving the highest-possible common order worth (AOV).

Product bundling is one resolution.

In accordance with McKinsey, 35 % of purchases on Amazon stem from the retail large’s product advice algorithms. And plenty of these suggestions contain some type of bundling.

Luckily, product bundling doesn’t simply apply to the large megacorporations. Manufacturers of any measurement can use this technique to drive conversions and increase AOV.

Stationery retailer Paperchase positioned bundling entrance and middle on this New 12 months advertising and marketing instance:

14 image1This can be a tactic often known as combined bundling, wherein the bundled merchandise may be purchased individually. 

Sometimes, prospects can construct their very own mix-and-match bundles from a big selection of merchandise, giving them higher management over the merchandise they select. It’s basically the other of pure bundling, whereby the merchandise in a bundle can’t be bought individually.

Blended bundling seems to be extra enticing to customers than pure bundling, with researchers at Harvard Enterprise College and Carnegie Mellon College revealing {that a} change from combined to pure bundling might scale back gross sales by over 20 %.

Evidently, consumers choose the flexibleness of a combined bundle, making it an efficient technique for maximizing income in your New 12 months advertising and marketing.

New 12 months, New Electronic mail Advertising and marketing: Strive Drip

The New 12 months is the proper time to attempt one thing new.

So why not take the chance to test-drive our revenue-driving e mail advertising and marketing instruments?

Drip offers you the facility to face out amid a crowded inbox by serving to you craft dynamically customized messaging.

Need to supply prospects a particular low cost on their birthday? Give focused product suggestions primarily based on earlier shopping exercise? Attain out to cart abandoners with reminder emails? Do all of it—and rather more apart from—with Drip.

See for your self by signing up to your 14-day free trial.

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