Some months it will possibly appear robust to provide you with e-newsletter concepts.
Luckily, April isn’t one in every of these months.
With a calendar that features April Idiot’s Day, Easter, and tax return season, there’s no scarcity of e mail marketing campaign inspiration. And if that wasn’t sufficient, school graduations and Mom’s Day are simply across the nook.
So it’s no shock that April historically sees one of many highest common e mail advertising and marketing open charges of any month, at 20.86 %.
(And, by the way, it additionally sees the second-highest click-through price. So individuals aren’t simply opening advertising and marketing emails—they’re taking motion, too.)
However, as you realize, there are few ensures in e mail advertising and marketing. You continue to must translate your top-level marketing campaign themes into compelling, revenue-driving emails.
To make your life just a little simpler, I dived into Drip’s ecommerce advertising and marketing swipe file to select seven of my favourite April e-newsletter concepts.
Right here’s what I got here again with…
1. Vinomofo: Launch an April Idiot’s Day Sale
Let’s begin with a barely contentious matter: April Idiot’s Day.
Opinion is split as as to whether manufacturers (or anybody else, for that matter) ought to be part of within the “enjoyable”.
A 2021 YouGov survey revealed that 45 % of American adults discover April Idiot’s humorous, whereas 47 % discover it annoying. Underneath-30s have been the one age group to search out it extra amusing than irritating.
In the meantime, an older (however nonetheless fascinating) survey from Ask Your Goal Market found that 24 % of individuals usually take pleasure in when manufacturers get entangled with April Idiot’s Day pranks, whereas 27 % actively dislike it.
So, on stability, it’s higher not to get entangled, proper?
Possibly not, as a result of newer analysis from Oracle (underneath the startling headline: “45 % of Individuals Have Not Felt True Happiness for Extra Than Two Years”) confirmed that:
- 91 % of individuals choose manufacturers to be humorous.
- 72 % would select a model that makes use of humor over the competitors.
To idiot or to not idiot? That’s the query.
As with something marketing-related, the reply relies upon completely in your viewers.
YouGov’s examine suggests youthful shoppers usually tend to take pleasure in an April Idiot’s e mail. However even then, we’d advise towards pranking your prospects. As a result of there’s a tremendous line between telling a joke and making individuals really feel such as you’re scamming them.
As an alternative, attempt delighting your viewers with a flash sale, like Vinomofo did in my first April e-newsletter instance. The web wine retailer opened with a robust topic line that performs into the April Idiot’s theme, whereas additionally teasing the prospect of a shock low cost:
The emoji works effectively right here, too, serving to the e-mail stand out in a busy inbox.
Having secured the clicking, Vinomofo makes it clear that this can be a actual sale:
The prospect of a 75 % low cost is definitely engaging sufficient to influence prospects to click on by and study extra.
2. Black Goat Cashmere: Encourage a Spring Wardrobe Refresh
After the chilly winter months, spring all the time feels prefer it takes an age to seem.
However it’s effectively and trulyarrived by the point April rolls round, so it’s best to undoubtedly encourage your viewers to clean up their wardrobes for the brand new season.
There’s only one tiny drawback:
Spring vogue has an extraordinarily quick window of alternative.
As we will see from Google Tendencies, search exercise peaks in mid-March, then drops off sharply in mid-April:
So it is smart to get your messaging on the market as early as potential and push your spring assortment aggressively earlier than curiosity dries up.
Black Goat Cashmere clearly understands this. In April 2022, it reached out to prospects with an e mail carrying the next topic line:
I like this messaging, as a result of it speaks to how many people are feeling: the reduction that hotter days are right here eventually.
The model follows up this sturdy opening by showcasing a few of its prime spring-related vogue picks:
I notably like how this e mail positions the merchandise as spring and summer-wear, thereby protecting them related for longer. That’s a wise play.
3. Torrid: Begin Pushing Summer season-Themed Merchandise
Highlighting the issue with selling spring attire and equipment, search across the time period “summer time vogue” climbs steadily from mid-April onward:
In different phrases, no sooner have searches for spring-related clothes peaked than curiosity shifts straight to summer time. No surprise vogue entrepreneurs are all the time so busy.
Plus-size vogue model Torrid clearly acquired the memo. By late-April 2022, it had shifted focus away from spring messaging and towards summer-themed merchandise:
Actually, a fast scroll by our swipe file reveals that within the second half of the month, greater than one-quarter of the model’s emails have been summer-related (whereas none talked about spring).
After all, April isn’t truly the peak of summer time.
For that purpose, Torrid builds its messaging round planning for large, thrilling summer time occasions (like holidays).
That approach, there’s a purpose for patrons to purchase now, quite than ready just a few extra weeks for the temperature to heat up much more.
4. Nordic Nest: Promote Easter (As Early As Doable)
Easter is an enormous deal for retailers.
In response to the Nationwide Retail Federation (NRF), 4 in 5 US households rejoice Easter, with the common family set to spend over $192 celebrating Easter 2023—for a mixed spending complete of $24 billion.
Whenever you consider Easter spending plans, you instantly image one factor: chocolate. Unsurprisingly, it’s the most well-liked Easter buy, with 90 % planning to purchase sweet (and 89 % planning some form of meals buy).
However it’s not all about spending with our stomachs, with 65 % set to purchase presents, 53 % planning a clothes buy, and 50 % forking out on decorations.
In different phrases, Easter holds alternatives for retailers throughout a spread of classes, so getting concerned is nearly definitely worthwhile.
Now, let’s discuss timings.
Google Tendencies information reveals there’s an extended lead-in, with Easter shopping-related searches climbing steadily all through February and March, earlier than spiking within the week main as much as Easter Sunday:
So it pays to begin selling Easter messaging as quickly as potential—definitely by early April.
Nordic Nest acquired it proper with this Easter e mail instance, despatched on April 2nd, 2022:
The entire theme right here is round inspiration, from food and drinks to decor and leisure.
This makes the e-mail really feel useful and distinctly un-salesy; nevertheless it all comes collectively on the finish with a robust name to motion pointing readers towards the model’s devoted Easter assortment.
5. One Kings Lane: Showcase Massive-Ticket Dwelling Decor Purchases
April is arguably the very best month of the yr to advertise big-ticket purchases.
Why? As a result of it’s tax return (and refund) season.
In response to the NRF, the overwhelming majority of Individuals have already filed their returns by the point April comes round.
That’s improbable information for retailers, as a result of 59 % of shoppers count on a tax refund in 2023—and the IRS points most refunds inside 21 days.
Or, to place it one other approach, lots of people discover themselves (comparatively) flush with money every April.
Sensibly, most Individuals plan to make use of their tax refunds to prime up their financial savings, pay down debt, or cowl on a regular basis bills.
However about one-fifth are planning a “main” or “splurge” buy, and one in 9 plan to put money into residence enchancment.
So if I used to be doing advertising and marketing for a house decor model, I’d completely tune my April messaging towards encouraging big-ticket acquisitions.
That’s exactly what One Kings Lane did in my subsequent April e-newsletter instance:
Not solely does it push prospects towards premium furnishings merchandise like beds and dressers, it additionally provides them an incentive to click on by by referencing a 20 % low cost.
When you had a considerable tax refund burning a gap in your pockets (and also you have been out there for a classy new bed room), there’s likelihood you’d open—and click-through from—this e mail.
6. The Sill: Concern a Mom’s Day Reminder
Sticking with large retail occasions, April is additionally a wise time to begin selling Mom’s Day, celebrated on the second Sunday in Could (within the US, not less than).
NRF analysis revealed that 84 % of Individuals deliberate to rejoice Mom’s Day in 2022, with per-person spending projected to hit virtually $250.
Flowers and greeting playing cards are perennially fashionable presents, however there’s no scarcity of alternatives for manufacturers in different verticals—from clothes and niknaks to homeware and electronics.
And with 36 % of Mom’s Day consumers planning to purchase presents on-line, this can be a vacation that ecommerce manufacturers can sick afford to overlook.
So what’s the very best angle to your Mom’s Day e mail marketing campaign?
One efficient strategy is to remind prospects that the delivery deadline for Mom’s Day presents is approaching quick, similar to The Sill did on this April e mail instance:
Actually nobody desires to neglect about Mom’s Day—it doesn’t bear eager about.
By sending your viewers a well timed reminder, you’re not simply selling your merchandise; you’re performing a invaluable public service.
7. Monki: Capitalize on Commencement Festivities
And the massive retail occasions don’t cease there, as a result of there’s one other key date (or sequence of dates) on the horizon: school and highschool commencement.
Most US establishments maintain their commencement ceremonies in Could and June, so April is the perfect time to begin pushing grad-related messaging.
Our trusty mates on the NRF discovered that about one-third of Individuals plan to purchase presents for highschool and school graduates, with prime decisions together with reward playing cards, attire, and electronics.
However commencement isn’t simply about gifting. Graduates are (understandably) eager to rejoice their achievements, so many might be trying to buy get together outfits for the event.
Which explains the uptick in search exercise for the time period “get together outfits” in late April and early March:
Monki is one model that’s effectively conscious of this pattern.
In April 2022, it shared an e mail prompting prospects to “costume up for the event”, earlier than referencing commencement dinners and backyard events:
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