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Strategy | 4 MIN READ
As an email marketer, you may be feeling the post-holiday lull as Q1 2019 comes to a close. After a period of high subscribe rates and massive online sales, followed by a natural slow-down, you might be wondering how to avoid a continuous drop in your email metrics going into Q2.
If this sounds familiar, you’re not alone. Analysis of Q1 data from Yes Marketing's cross-channel communications platform Yesmail360i uncovered that unsubscribe rates increase dramatically during this time of year leaving marketers struggling to keep their audience engaged. Instead of getting lost in the crowded inbox, it’s time to exercise your creative muscle and think outside the box.
One of my favorite ways to get creative this time of year is by using unconventional themes — unique energy moments and events — within email messages. Unconventional themes, from Tax Day to National Dog Day to a uniquely personal holiday - like your brand's birthday - can help you add a little flavor to your subscribers’ inboxes.
Unconventional themes can be anything from seasonal events and quirky holidays to national events. On average, we found that messages with themes like Groundhog Day and Pie Day generate higher engagement rates than business-as-usual (BAU) emails. As we head into Q2 and start preparing for Q3, consider some out-of-the-box themes that can help you add spark to your email campaigns between April and September. Top performing themes among our clients in Q2 2018 included:
Top performing themes in Q3 2018 included:
In addition to leveraging unconventional themes, you can easily generate buzz around holidays that are unique to your brand or your industry. Prime Day, Amazon’s annual shopping holiday in July, is a great example of this trend. In 2018, Prime Day generated more than $4 billion in sales and a number of brands have adopted similar or competing events that can boost revenue and pique consumers' interest. This strategy is effective because it aims to create an "energy moment" by surprising and delighting customers off-season.
However, one size does not fit all and the fact that Prime Day-like events work for some brands does not mean they work for others. Take stock of your brand and identify what makes it unique, then share it with the world.
While unconventional themes can generate high engagement, marketers still need to follow email marketing best practices to ensure success:.
Don’t wait. With Q2 under way, get some themed emails on your marketing calendar and start testing! As subscribers hit the road for vacations in the spring and summer months, they’ll spend less time shopping online, so you need to work harder to grab their attention. Having a little fun in your communications with National Dog or Coffee Day can go a long way.