These types of messages can be used in your email marketing efforts for the holiday season to help spread a little extra personal attention or add to your overall BFCM promotion. We know that people like to shop with small independent businesses, and this type of newsletter is a great chance to let them know you appreciate them.
Note: I don't see this message as being essential to every email marketing program. However, it can be something special if you want to put in the work.
The thing to remember is that you want to offer up some genuine value to your subscriber.
Here are some ideas:
- Write them a heartfelt note about why you're grateful. Remind them that you are an independent business.
- Show off some behind the scenes photos
- Give them access to something they usually wouldn't have
- A family recipe of a holiday favorite
- Promote products that align with the holiday
Let's look at some examples.
Using their regular template but adding a 'personal note' from their CEO at the top of the message. The note thanks them, and calls out that it's been a tough year. They end the message by linking to top products and pointing out some great customer review quotes.
This is effective because it's heartfelt, has a little bit of a promotion element, but overall a feel-good message.
Want to see more messages from Brooklinen for BFCM? Take a look at our BFCM Lookbook!
They are using humor and common concerns of the holiday to create a unique email. I think this is a fun way to approach a Thanksgiving Day message while still listing out your value as a brand. The main call to action mentions their refer-a-friend program, which makes sense given the rest of the message. As a subscriber, this type of message would pull me in.
Still providing a note thanking subscribers, but it's short and sweet. Below are candid and professional pictures of food and family. These images show people using the products, promoting authenticity and social proof. I think this is a great time of year to use some behind-the-scenes photos of yourself, your employees, and customers using your product to emphasize a more 'human' element in your message.
They've been able to tie in a bit of light-heartedness in with their service. What I like about this message is its simplicity and its ability to tap into the needs of its audience. Postmates was able to take a cultural event and then think about how their audience might need their services.
If you want to create a Thanksgiving message, consider using one of these approaches. We'll be releasing more content on BFCM and the holiday season as the season progresses. Check out our Holiday Hub for more information.