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Let's Send Better Emails!

Hello Inbox Apprentice!

Last week I started my weekly newsletter - Send Better Emails and welcome to the second edition. It'll be a collector's item in years to come!

The topic I want to talk about today is promotional holidays! And how we can use email to make them more relevant, not more tacky. I did a whole blog/rant last year on why 'Spooktacular deals' need to get in the bin.

Do you currently use holidays when you're promoting your business? 
Hit reply and let me know!

Leap Years

Yesterday was the February 29th, a leap day that only comes round once every four years. One common tradition in for a wedding proposal to come from women instead of men, supposedly from a deal struck between St Bridget and St Patrick, but you can read all about in your own time >>

VistaPrint did a great 29% off sale email, and this advert from Ryan Reynolds' Aviation Gin company had me in stitches:

Mother's Day

It can be a very difficult holiday for many, especially the recently bereaved, so it's really important to think a bit before sending out a campaign for Mother's Day.

Just because you're sending an email doesn't mean you shouldn't take a moment and be human - would you want to be promoted to after a recent or major loss?

Superdrug have done a great job on this and it's gained them some amazing praise and feedback on social media for being thoughtful.

It's just a simple email about whether you want to get their emails (click the image to see a readable version) - that has a one click "I don't want to receive Mother's Day emails".
Some great praise for the Superdrug (and other) Mother's Day opt-out campaigns:
Get it wrong and it can go badly. Take this message on social media from someone who didn't want to get mother's day emails and when unsubscribing, was shown a discount for mother's day.

It obviously comes across as insensitive and if they can't opt-out of just Mother's Day, they can only opt-out of everything.
In MailChimp this can be done by adding a separate field in the signup as a tickbox for "Don't send me Mother's Day emails" - you could do the same for father's day.

Then when you send campaigns, exclude people who have this ticked.

If this makes sense for your business and you want to know more about how to do this, just let me know and I can walk you through it.

Upcoming Event: St. Patrick's Day

17th March is the international day of drinking lots of Guinness. American companies go absolutely nuts for it and next week I'll share some great examples.

Email Of The Week

Every week, I'll choose an email I've received to talk about, for better or worse.

This week it comes from Jess and fellow Send Better Emails subscriber from Hedira.

The "awesome plant app" helps you keep track of your jungle of plants - my wife desperately needs to download it, we need a rota for caring for all the plants in our house!

The newsletter is punchy, but gets the point across with three main features with alternating picture alignments.

Its main CTA is to submit funny celeb comparisons to plants - some like the spider plant to Sideshow Bob. It's entertaining, light-hearted and the comparison to Ed Sheeran was comical.

VERDICT: A great fun and light newsletter that will engage its core app user base
Send me your emails! Add to your newsletter list and I'll give you a FREE newsletter audit, as well as showing the best in my Email of the Week block.

This email newsletter will always be a bit of a work in progress. Think it's great, or that's something's missing? Just hit reply and let me know.

Have a great week ahead and next Sunday I'll be showing you how to avoid getting lost in translation.

Until then, have a great week and always Let's Send Better Emails.

Many Thanks,
Jon from Inbox Hero
Copyright © 2020 Inbox Hero, All rights reserved.

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