Unconventional email themes can improve engagement with the right approach
As an email marketer, you may be feeling the post-holiday lull as 2019 starts to take shape. After a period of high subscribe rates and massive online sales, you might be left wondering how to avoid a drop in your email metrics as the excitement winds down.
If this sounds familiar, you’re not alone. My employer, Yes Marketing, collected data from Q1 2018 and found that unsubscribe rates increased dramatically this time of year, and marketers struggle to keep subscribers active and engaged. Instead of getting lost in the crowd, it’s time to exercise that creative muscle and think outside the box.
One of my favorite ways to get creative this time of year is by using unconventional themes — holidays and other events that occur outside of the typical holiday season — within email messages. Unconventional themes, from Tax Day to National Dog Day to a holiday unique to your brand (like your birthday), can help you add a little flavor to your subscribers’ inboxes.
What are some examples of unconventional themes?
Unconventional themes can be anything from season changes to small holidays to national events. We also found higher engagement with email themes like Groundhog Day and Pie Day than they did with non-themed or business-as-usual (BAU) emails in 2018. As we head into Q2 and start preparing for Q3, consider some unconventional themes that may add some spark to your email messages between April and September.
Top performing themes among our clients in Q2 2018 included:
- Festivals: Emails that used festivals, such as SXSW or Coachella, as a theme in 2018 generated an 18.9 percent open rate, which is 37 percent higher than the average BAU emails in Q2 (13.8 percent).
- Tax Day: Tax Day earned marketers a 14.3 percent click-to-open rate (CTO) in 2018, 55 percent higher than the 9.2 percent average CTO for BAU emails.
- Earth Day: Earth Day-themed emails generated a 4.3 percent conversion rate for marketers, compared to the 3.7 percent conversion rate for BAU emails.
- Spring season: Marketers who leveraged the spring season for a theme earned a 15.1 percent open rate, compared to the BAU average of 13.8 percent.
Top performing themes in Q3 2018 included:
- Oktoberfest: Emails with an Oktoberfest theme generated a 22.2 percent open rate, 64 percent higher than the average open rate of BAU emails for Q3 2018 (13.5 percent).
- National Dog Day: National Dog Day-themed emails drove an 18.6 percent conversion rate, which is more than four times the 4.2 percent BAU average for Q2 2018.
- National Coffee Day: Emails with a National Coffee Day theme excelled at driving CTO rates. In Q2 2018, these emails generated a 23.9 percent CTO rate — more than twice the BAU average of 10.1 percent.
- Black Friday in July: Black Friday in July emails generated a 16.6 percent open rate in 2018, compared to the BAU open rate average of 13.5 percent.
You can also generate buzz around holidays that are unique to your brand. A great example of this is Prime Day, which is Amazon’s annual shopping holiday in July that has …read more
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