Since 2017 is already in full swing, and we’re totally confident that you haven’t dropped any of your New Year’s resolutions yet, why not add one more into the mix? We’ve already told you about the exciting trends we expect to see in email this year, but how are you going to make 2017 your year of email?
No need to panic, we’ve got you covered. While you were signing up for spin class, our minds were spinning with fun email campaign ideas that you can test in the new year. Give these a try, and you’ll feel great about your email strategy for 2017 (even if those other resolutions don’t last).
Email Campaign Ideas You Just Have to Try in the New Year
Campaign #1: Re-engage your customers after the holiday season
Once all the excitement dies down, it’s time to take a rest from sending email campaigns, right? Wrong. Surprisingly, the post-holiday season is a great time for sales, and a reactivation campaign is the perfect way to get in on the action. Try sending out a campaign to encourage your subscribers to visit your store or website again.
Reminding your customers why they subscribed to your brand in the first place is a great way to reduce post-holiday unsubscribes. You can also offer a promotion to contacts that never got around to making a purchase by segmenting your list. Continue to engage your subscribers to avoid being ignored after the holiday hype calms down.
This New Year’s resolution campaign takes advantage of health trends that usually emerge at the beginning of the year. It’s a great way to encourage post-holiday shopping.
Campaign #2: Make the most of a not-as-popular holiday
Think about it: your customers’ inboxes are flooded during popular sales periods like Black Friday and Christmas, but what about holidays that aren’t traditional shopping days? Take advantage of the email lull and send your subscribers a special sale when they’re not expecting it.
Using a campaign comparison tool, like the one Mailjet offers, will allow you to test various holiday campaigns throughout the year. That way, you’ll know which holidays cut through the inbox clutter and bring you the most engagement from your customers.
This Saint Patrick’s Day email takes advantage of the excitement surrounding a holiday that’s not typically known for shopping.
Campaign #3: Own up to your mistakes
It’s every marketer’s worst nightmare, and it probably happens to you once or twice a year. You see your beautiful new campaign land in your inbox, only to realize that your call to action links to the completely wrong page, or worse, it has no link at all!
But wait, don’t faint just yet. Use it as an excuse to send a quick follow-up campaign apologizing for the goof (and including whatever you missed in your previous email). Even if it was a technical problem with your website, don’t be afraid to apologize. Your customers will likely open the email just to see what went wrong, and they may even click through for the deal that you were promoting in the first place. Research has proven that email FOMO is real, so why not take advantage of the opportunity?
Be sure to take a look at your campaign statistics after you’ve sent your “Oops!” email, to see if it increases engagement. Now, we know this little trick is amazing, but don’t go finding excuses to use it, ok? We wouldn’t want you to get carried away. 😉
This vague subject line entices the reader to open the email, to figure out why the sender is apologizing.
Campaign #4: Play to your customer’s competitive side
Use your slower seasons to give your customers fun incentives. Try creating a game that invites your subscribers to interact with your brand for a prize. This is a fun idea that you can test using multiple platforms. For example, if you’re looking to increase your social following, try running a contest on one of your social platforms, then send an email campaign to let your subscribers know that they’re missing out!
You can also run a campaign encouraging your customers to make purchases over a period of time for a chance to win a prize (think McDonald’s Monopoly game). Giving your customers a little extra push to make a purchase during a traditionally slow season is a great way to re-engage your contact list.
A fun competition is also a great chance to run an A/B (or even better, A/X) test on the various elements of your email. Figuring out which style of subject lines or email imagery excites your subscribers will give you great insight for designing your future holiday campaigns. You can also segment your email list to offer your most loyal customers special deals or opportunities for extra points.
This Starbucks for Life summer game is a great example of creating new excitement through competition. Customers compete to win bonus stars or a lifetime supply of Starbucks by making purchases and hitting specific targets.
Testing new campaign ideas is a great way to capitalize on slower seasons. With whatever you decide to try in the new year, make sure to follow your statistics to track the effects of your campaigns. Once you’ve tested your new creations, you’ll be ready to implement the best ideas into your emails for the busier seasons.
So, are you feeling totally pumped to make 2017 the best email year yet? Don’t let us stop you – start building those new campaigns!
Did you try one of our 2017 email campaign ideas? Share the results with us on Twitter by using #MailjetTesting.