How to Make Your Easter Newsletter a Success
Easter is fast-approaching on 1 April, 2018. Have you created an email marketing campaign to make this holiday “eggstra” special?
Create Relevant Easter Newsletters
From a commercial point of view, Easter sales are not on the level of Christmas, Valentine’s Day, or Black Friday, but the holiday offers a lot of creative opportunities and untapped potential for e-commerce retailers.
Easter signals the coming of spring—warmer weather and more sunshine—so it’s a great time to showcase spring collections and seasonal offerings, and freshen your clients’ inboxes with a spring-like email marketing campaign.
The lead-up to the holiday is a great time to promote sales (with special offers, discount codes, or opportunities to earn loyalty points), because the long weekend offers time for online shopping and outings to brick-and-mortar stores. Many goods are in high season during Easter. Typical Easter goods, such as sweets and decorations, are guaranteed to sell. In general, leisure and sporting activities/goods are also very popular.
Newsletters that make a seasonal thematic connection to Easter can significantly increase your chances of success. Since the Easter season is associated with many traditions, you have plenty of opportunity to incorporate them into your Easter newsletter. Referencing these traditions increases relevance and fosters an emotional response within your recipients. Play on those heartwarming feelings.
The Easter holiday is a great time to get in touch with your clients and strengthen your bond to them. Our newsletter ideas and tips will help ensure that it’s a “hoppy” holiday for your customers and your business.
1. Bunnies, Nests, Eggs, and Flowers: The Right Ingredients for Your Easter Newsletter
Creating an Easter newsletter is the perfect time to unleash your creativity—and happily, Easter offers plenty of inspiration for creative newsletter ideas. Once you’ve defined the goal of your newsletter, you can start brainstorming ideas for its design.
Try to craft your newsletter accordingly, and then adapt the design and layout to your specific offer. For example, place your products in the context of spring. Place offers in an Easter basket or have the Easter Bunny give your clients a coupon voucher.
Beyond the religious significance, people associate Easter with family, food, spring, games (such as egg hunts), and new beginnings. Typical Easter motifs—eggs, chicks, and flowers—can provide inspiration for your newsletter. Pastel hues are also a popular Easter colour scheme.
2. Easter Newsletter Design Tips
Make crafting your newsletter easy by using an Easter design template (Newsletter2Go’s templates are responsive and customisable). Then, simply add your own content and images, and in a few easy steps, your Easter newsletter is ready to hop into your recipients’ inboxes.
Use graphics that draw on Easter motifs to suit your products, industry, or target audience. The design can be serious or playful, depending on your needs, but you should aim for a vibrant, eye-catching design. For example, for the following industries, your Easter newsletter might look like this:
- Fashion: Floral design in the teaser, packaging products in Easter eggs or baskets, arranging the products in hatching eggs or among spring flowers.
- Home: Using floral and spring motifs and Easter decorations.
- Food: Highlighting Easter menus, chocolate, and candy.
To capture the attention of your recipients, experiment with animation in your newsletter. Video and GIFs are an effective way to engage your recipients and help your Easter newsletter stand out. Try an atmospheric cinemagraph with a spring motif, such as blooming flowers.
3. Awaken Curiosity with the Right Subject Line
For a subject line to be effective, it has to not only be engaging, but describe the content of the email as succinctly and precisely as possible. From a first glance, your reader should understand what your newsletter is about and why they should open it.
If you’re promoting a discount or special offer, be sure to include it in the subject line, but make it creative. For example, Easter is often associated with prizes, games, and gifts; you might write something such as, “You won’t have to hunt for long: A 10% off Easter voucher is hiding in this email.”
In general, the shorter the subject line, the better. A newsletter subject line with about 40 to 50 characters usually achieves the best opening rates.
4. Personalise for More Success
Adding a personal touch increases your chances of success because it encourages recipients to look at the newsletter more closely. By adjusting the content of the newsletter to suit individuals, you increase its relevance. Addressing your recipients personally and catering to their personal preferences will lead to greater activity than with a mass mailing.
A personalised greeting (by name) should definitely be included in your newsletter (Newsletter2Go makes this easy). You can also personalise based on where your recipients live or for specific products (the fastest running shoes for Easter Bunnies). With Newsletter2Go, you can also personalize the pictures in your newsletter. For example, you can use two different teaser images in your newsletters: one targeting women and one targeting men.
5. Tap into Your Recipients’ “Play Instinct”—Their Natural Affinity to Have Fun and Play Games
Inviting your recipients to play a game not only adds lightness and merriment to your newsletter—it can significantly improve your conversion rate. Almost everyone enjoys the thrill of playing, and the promise of a reward makes it all the more appealing. The game should align with your offer and your products. The more your newsletter, game, and conversion goal match, the better your results will be.
Implementing a game or interactive element into your newsletter is easy. Why not try a virtual egg hunt? You can hide a certain number of Easter eggs in the newsletter and then ask your recipients to count them; if they send you the correct response by email, they can receive a coupon code. You could also add a not-too-easy-to-find link to a landing page where the recipients can find an Easter present from you.
6. Consider Regional Differences
There’s more to Easter than coloured eggs, chicks, and bunnies: Some Easter motifs and traditions are region-specific. In Bermuda, for example, people celebrate Good Friday by flying kites. New York hosts the famous Easter Parade along Fifth Avenue, and Lancashire, U.K., has its Nutter’s Dance. In France, bells, not bunnies, bring Easter chocolate to children, whereas in Australia, the Easter Bilby (an endangered desert marsupial) brings treats. People in Scandinavia light bonfires to ward off witches over the Easter weekend, and Ghana celebrates with its annual Paragliding Festival.
Tailoring your newsletter to the unique traditions of your target audience can optimize your newsletter’s success. First, find out where your recipients come from by using Newsletter2Go’s analytics reports. Through visual geolocating, you can see at a glance whether local focal points exist, and if so, where they are. If appropriate, segment your recipients according to their place of residence. It’s now up to you to determine your target audience’s specific Easter customs and respond to them accordingly.
Surprise your recipients with a refreshing spring mailing. Inject some fun into your Easter newsletter by including a simple game. Express your message clearly with a specific, relevant subject line. A personalised salutation will increase your open rate. Make the most of your Easter email campaign by heeding these tips when you create your newsletter.