New Year Content Strategy
Ace your New Year email content with these ready-to-implement strategies. Enjoy!
The challenge for retailers: attracting shoppers who are bruised and battered from an avalanche of last-minute, last-ditch, desperation-tinged emails, post-Christmas sales and closeouts and real-world distractions like travel, parties and down time, not to mention depleted wallets and exhausted credit cards.
But consumers also ready to spend the gift cash and cards that showed up in their stockings or appeared via internet magic. Anything that promises a fresh start and a change of pace from the year that just concluded will be appealing, too.
Retailers need to freshen up their email templates for New Year’s promotions – not so crazy-different from their standard messaging templates that customers won’t recognize them or connect them to your email program at large, but something that looks different from the color and copy choices that drove their pre-Christmas campaigns.
New Year’s Eve is all about parties and saying goodbye to the old year (maybe even “good riddance!”). New Year’s Day is devoted to fresh starts, resolutions and change. Messages that appeal to those general influences will strike responsive chords with your shoppers.
Many retailers start their New Year’s messaging while their Christmas campaigns are in full swing. Strategically, it makes sense to give your shoppers a break from a steady drumbeat of holiday emails with a fresh message. Plus, you’ll help your customers who are already planning for NYE.
Strategy 1. Play up the party.
For many shoppers, New Year’s Eve is all about getting together with friends and family, whether dressing up and going out or gathering people together to party on the premises. If those activities fall within your marketing plan, your mission is clear: help them have a blast, whether it’s looking better than anybody else at the party or throwing a memorable bash at home.
Emails that wrap helpful content around promotions give your readers more reasons to read instead of swiping past them. Buying guides that showcase collections, how-tos for makeup, party planning, putting together playlists and the like offer relevant content.
Strategy 2. Say “Thanks for a great year!”
Major holidays, from Easter to Veterans Day to Thanksgiving and all the way through to the end of year give you an opportunity to send greetings to your customers. The end of the year is a perfect time to thank your customers for their patronage, however the express it, through shopping, renewing memberships or using your services.
A thank-you email is an excellent “white space” email – a message that gives your customers a little break from promotions but gives you a fresh, relevant reason to be in your customers’ inboxes.
Strategy 3: Reboot your life
Hangovers aside, New Year’s Day is the day to start over. Fuel that optimism with content that looks forward to the coming year. (See the next section on introducing new products.) Use bright colorways that fit with your brand and cheerful copy that encourages customers to think positive.
Strategy 4: Introduce new products and new initiatives
You don’t have to lay out your entire plan for the year, but your customers are probably ready to look ahead. Offer collections or sneak peeks of products and services that you have in the pipeline, even if you’re not ready to raise the curtain all the way.
Strategy 5: Tempt customers to spend their gift cards and certificates
Check with your finance people to see what the most popular gift-card amounts were this past holiday season. Then, put together a product assortment that reflects those popular amounts, with a few higher- and lower-end products to round out the mix. Include instructions on how to redeem, whether in person or in-store. Add a price incentive to encourage more shopping.