Some months it might appear robust to provide you with publication concepts.
Luckily, April isn’t considered one of these months.
With a calendar that features April Idiot’s Day, Easter, and tax return season, there’s no scarcity of electronic 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 electronic mail advertising and marketing open charges of any month, at 20.86 p.c.
(And, by the way, it additionally sees the second-highest click-through fee. So folks aren’t simply opening advertising and marketing emails—they’re taking motion, too.)
However, as you recognize, there are few ensures in electronic mail advertising and marketing. You continue to must translate your top-level marketing campaign themes into compelling, revenue-driving emails.
To make your life a little bit simpler, I dived into Drip’s ecommerce advertising and marketing swipe file to pick seven of my favourite April publication 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 subject: April Idiot’s Day.
Opinion is split as as to whether manufacturers (or anybody else, for that matter) ought to be a part of within the “enjoyable”.
A 2021 YouGov survey revealed that 45 p.c of American adults discover April Idiot’s humorous, whereas 47 p.c discover it annoying. Below-30s had been the one age group to search out it extra amusing than irritating.
In the meantime, an older (however nonetheless attention-grabbing) survey from Ask Your Goal Market found that 24 p.c of individuals typically take pleasure in when manufacturers become involved with April Idiot’s Day pranks, whereas 27 p.c actively dislike it.
So, on stability, it’s higher not to become involved, proper?
Possibly not, as a result of more moderen analysis from Oracle (below the startling headline: “45 P.c of Folks Have Not Felt True Happiness for Extra Than Two Years”) confirmed that:
- 91 p.c of individuals desire manufacturers to be humorous.
- 72 p.c 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 totally in your viewers.
YouGov’s research suggests youthful shoppers usually tend to take pleasure in an April Idiot’s electronic mail. However even then, we’d advise towards pranking your prospects. As a result of there’s a high quality line between telling a joke and making folks really feel such as you’re scamming them.
As a substitute, attempt delighting your viewers with a flash sale, like Vinomofo did in my first April publication instance. The web wine retailer opened with a powerful topic line that performs into the April Idiot’s theme, whereas additionally teasing the prospect of a shock low cost:
The emoji works properly right here, too, serving to the e-mail stand out in a busy inbox.
Having secured the press, Vinomofo makes it clear that it is a actual sale:
The prospect of a 75 p.c low cost is definitely enticing sufficient to steer prospects to click on by and study extra.
2. Black Goat Cashmere: Encourage a Spring Wardrobe Refresh
After the chilly winter months, spring at all times feels prefer it takes an age to seem.
But it surely’s properly and trulyarrived by the point April rolls round, so it is best to positively encourage your viewers to clean up their wardrobes for the brand new season.
There’s only one tiny drawback:
Spring trend has an extraordinarily quick window of alternative.
As we will see from Google Traits, 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 doable 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 electronic 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 trend picks:
I notably like how this electronic mail positions the merchandise as spring and summer-wear, thereby conserving them related for longer. That’s a sensible play.
3. Torrid: Begin Pushing Summer season-Themed Merchandise
Highlighting the issue with selling spring attire and equipment, search across the time period “summer season trend” climbs steadily from mid-April onward:
In different phrases, no sooner have searches for spring-related clothes peaked than curiosity shifts straight to summer season. No surprise trend entrepreneurs are at all times so busy.
Plus-size trend model Torrid clearly obtained the memo. By late-April 2022, it had shifted focus away from spring messaging and towards summer-themed merchandise:
In actual fact, 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 had been summer-related (whereas none talked about spring).
In fact, April isn’t really the peak of summer season.
For that motive, Torrid builds its messaging round planning for giant, thrilling summer season occasions (like holidays).
That method, there’s a motive for patrons to purchase now, moderately than ready a number of extra weeks for the temperature to heat up much more.
4. Nordic Nest: Promote Easter (As Early As Potential)
Easter is a giant 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 whole of $24 billion.
In comparison with different main retail holidays, that’s an identical degree of expenditure to Valentine’s Day.
Whenever you consider Easter spending plans, you instantly image one factor: chocolate. Unsurprisingly, it’s the preferred Easter buy, with 90 p.c planning to purchase sweet (and 89 p.c planning some type of meals buy).
But it surely’s not all about spending with our stomachs, with 65 p.c set to purchase presents, 53 p.c planning a clothes buy, and 50 p.c forking out on decorations.
In different phrases, Easter holds alternatives for retailers throughout a variety of classes, so getting concerned is sort of definitely worthwhile.
Now, let’s discuss timings.
Google Traits information exhibits there’s a protracted 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 start out selling Easter messaging as quickly as doable—definitely by early April.
Nordic Nest obtained it proper with this Easter electronic mail instance, despatched on April 2nd, 2022:
The entire theme right here is round inspiration, from foods 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 powerful name to motion pointing readers towards the model’s devoted Easter assortment.
5. One Kings Lane: Showcase Large-Ticket House 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 People have already filed their returns by the point April comes round.
That’s implausible information for retailers, as a result of 59 p.c of shoppers anticipate a tax refund in 2023—and the IRS points most refunds inside 21 days.
Or, to place it one other method, lots of people discover themselves (comparatively) flush with money every April.
Sensibly, most People 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 house 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 publication instance:
Not solely does it push prospects towards premium furnishings merchandise like beds and dressers, it additionally offers them an incentive to click on by by referencing a 20 p.c low cost.
When you had a considerable tax refund burning a gap in your pockets (and also you had been available in the market for a classy new bed room), there’s a very good likelihood you’d open—and click-through from—this electronic mail.
6. The Sill: Concern a Mom’s Day Reminder
Sticking with huge retail occasions, April is additionally a sensible time to start out selling Mom’s Day, celebrated on the second Sunday in Might (within the US, not less than).
NRF analysis revealed that 84 p.c of People 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 accessories to homeware and electronics.
And with 36 p.c of Mom’s Day customers planning to purchase presents on-line, it is a vacation that ecommerce manufacturers can unwell afford to overlook.
So what’s the very best angle on your Mom’s Day electronic 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 electronic mail instance:
Actually nobody desires to neglect about Mom’s Day—it doesn’t bear excited about.
By sending your viewers a well timed reminder, you’re not simply selling your merchandise; you’re performing a helpful 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 Might and June, so April is the best time to start out pushing grad-related messaging.
Our trusty mates on the NRF discovered that about one-third of People plan to purchase presents for highschool and school graduates, with prime selections together with present playing cards, attire, and electronics.
However commencement isn’t simply about gifting. Graduates are (understandably) eager to rejoice their achievements, so many will likely be seeking to buy occasion outfits for the event.
Which explains the uptick in search exercise for the time period “occasion outfits” in late April and early March:
Monki is one model that’s properly conscious of this development.
In April 2022, it shared an electronic mail prompting prospects to “gown up for the event”, earlier than referencing commencement dinners and backyard events:
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