It’s the beginning of spring and it also means that Easter is around the corner! Although this holiday is not as popular as Christmas or Valentine’s Day, it is still celebrated around the world. Plus, who doesn’t love chocolate?
Whether you want to increase your online sales, in-store visits or gain awareness, this is the perfect opportunity for your business to communicate with your customers. Take advantage of spring to announce your seasonal news, indicate that you are still open or offer a promotion during the long weekend.
1) Define your goals
Before you start writing your Easter newsletter, you will need to define the purpose and objectives of your marketing campaign. The content of your newsletter will not be the same if it is an awareness campaign for your customers versus a sales objective. In fact, for an awareness campaign, you could talk about your company and its involvement in society, whereas for a sales objective, certain products or services would be highlighted.
When setting your goals, keep in mind that your newsletter will be Easter-themed and that it’s a great way to recreate the event online to reinforce your brand image and improve your customer experience.
Fun fact: the Easter budget for Canadians in 2021 is up by 36.7% compared to 2020. Furthermore, in 2021, the average Canadian was expected to spend $41.70 on Easter. This increase can be characterized by the fact that celebrations were disrupted during the health crisis.
2) Plan and schedule your newsletter
Ideally, plan to send your Easter newsletter one to two weeks before the event (or Easter). This way, your customers can plan their gifts for the occasion. This practice is even more advantageous if you sell products that require a certain delivery time. Don’t worry, even if you are short on time and send your newsletter over the Easter long weekend, your email marketing campaign can perform very well too.
Use the results of your previous emails to determine the day of the week when the open rate seems to be the highest. For example, if you find that the average open rate of the newsletters you send out on Tuesday is 30% and those on Saturday are around 10%, it may be more beneficial to send your email campaign on Tuesday.
If you don’t have information from your old campaigns, there is nothing to stop you from doing A/B testing and checking your email performance on different days of the week. Be careful not to send the same Easter newsletter twice to the same contact.
Did you know that, in Cyberimpact, you can access the opening rate of previous emails from a calendar view? This allows you, among other things, to easily view the results of your last Easter newsletters to improve your next campaign.
3) Write a catchy subject line
The subject line of your email is the first thing your customers will see. It should be short, direct and creative (between 40 and 60 characters maximum). Try to have a catchy text that gives a general idea of the content of your campaign. From the first glance, your reader must understand what your newsletter is about and why they should open it.
Here are some examples:
- Don’t hunt anymore, get 20% off our new products
- Put your eggs in the same basket, get free delivery
- Avoid stepping on eggs, get a $50 discount
- Sweet Discounts on our new collection
- Get Egg-Cited for up to 30% Off!
- New Spring-Inspired & Easter Favorites
- Our Easter Gift To You: $25 Promo Code
- Find Your Easter Getaway
- Happy Easter — From Your Friends at: company name
Using emoji in your subject line can also set you apart from the competition and allow you to add a personal touch. However, you should use them sparingly and make sure you choose the ones that are appropriate for your subject line.
Fun fact: according to a Marketo study, an email subject line of 41 characters, or 7 words are those that get the highest open rate.
4) Choose an original design for Easter
Easter offers many sources of inspiration when it comes to designing your newsletter. In addition to the religious significance of this holiday, for many it represents spring, newness, family, food and activities (egg hunting). Bunnies, eggs, flowers and pastel colors are often associated with Easter.
Try to create a fun design that respects the purpose of your campaign and your offer, if there is one. For example, you could present a discount coupon inside an Easter egg. Remember to have a balance between content (text) and images. If there are too many images, your readers may miss your message and conversely, if you have too much text, your readers may not read everything.
You could also add animation to your newsletter to capture the attention of your subscribers. GIFs in emails are a great way to engage your recipients and help your Easter newsletter stand out.
Finally, make sure your email design is responsive. To do this, simply click on Mobile Preview when you are in your email editor and check if your newsletter looks good. To put all the odds on your side, you can also send a test email and see how your design comes out on different devices. In Cyberimpact, all our templates/blocks are responsive, so you don’t have to worry.
5) Include one or more CTAs
CTAs (Call-to-action) are essential in a newsletter. These buttons are used to perform a conversion or interaction between the consumer and the brand. Whether it’s to introduce a new promotion, a blog post or to thank a customer for their purchase, your email should contain at least one CTA to prompt an action.
Make sure your CTA is short, clear and stands out, such as with a unique color. Here are some examples:
- Check out our Easter offers
- Start hunting
- Get your Easter discount
- Discover our sweet deals
6) Surprise your customers with a contest or a game
People love games, even more so if there’s something to win! Not only are they fun, they also help you create conversions. Easter is the perfect time to offer a game or contest to your audience. Besides, it’s a great way to attract new leads and create engagement. Have you ever entered a contest from a company you don’t know for a chance to win the prize?
Here’s an example of a game for your Easter newsletter:
An Easter egg hunt within your newsletter: Hide several eggs in your email and ask your readers to write the answer in a hosted form. A winner will be selected among all those who gave the right answer.
7) Measure the success of your campaign
Once you’ve sent out your email marketing campaign, take the time to measure its success. Here are six metrics you can look at to see if your Easter campaign performed well.
- The opening rate
- Click-through rate
- Unsubscribe rate
- The delivery rate
- The traffic of your website (if you had CTAs that led to a landing page)
- The turnover
By comparing your data to other email campaigns you’ve done in the past, you can easily determine if your campaign was successful or not.
You could also do A/B testing by sending two different offers or templates to find out if one Easter newsletter performs better than another. It’s up to you!
Send your Easter newsletter with Cyberimpact
In conclusion, for your Easter newsletter to be successful, you must:
- Send your campaign at the right time
- Have a catchy email subject line
- Choose an original Easter design
- Integrate one or more CTAs (call-to-actions)
- Offer a game, contest or promotion to your subscribers
If you’re looking for an email marketing solution Cyberimpact gives you all the tools you need to succeed, without hassle. You are now ready to start your Easter newsletter!