From now through the end of 2015, we’ll be collecting your most burning email questions on strategy, deliverability, design and more through our Holiday Email Toolkit. Each week, we’ll draw one question to feature here on the blog. Want your question answered in our next Ask An Email Marketer? Head on over to submit it on our Holiday Email Toolkit.
We’ve come across some great emails over the past holiday seasons and always have so much fun sharing what each of these companies did to stand out in the inbox. We’ve found that the campaigns that tend to drive most engagement typically use: urgency, scarcity, exclusivity or transparency.
Here are some of our favorite examples:
1) Everlane puts their profits to a good cause.
Keeping in line with their culture of “radical transparency”, they go a different route from the deeply marked down sales of Black Friday and use the day to raise money to improve their factory conditions in Hangzhou, China.
2) Starbucks spreads the holiday cheer.
They tap into the gift giving spirit by holding a buy-one-get-one-free “Share Event”. Starbucks turns their consumers into brand ambassadors by getting them to either share via the social share buttons on the email or by bringing a friend along to a brick-and-mortar location with them.
3) Ann Taylor drives urgency.
Using the tagline “because style never sleeps” and call-to-action “tick tock”, Ann Taylor drives up sales during a short few hour time ramp. From 2009 to 2011 visits to flash sales grew by a whopping 368%. Science explains this phenomenon, showing that this competition to find the best deal triggers the “autonomic nervous system arousal which clouds thinking.”
Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Ultimate Guide To Holiday Emailing.