October is the primary full month of fall. It’s all about pumpkin spice lattes, cozy outfits, Halloween costumes… and buying.

That’s proper. Knowledge reveals that in 2021, October noticed the second-highest US retail gross sales complete of any month in addition to November:

What’s extra, figures from one report present that October has the third-highest e-mail open fee of any month, at 21.22 %.

In different phrases, shoppers need to splash the money, and so they’re much more receptive than regular to manufacturers’ advertising emails. As an e-mail marketer, it’s arduous to not be excited by all that chance.

However at occasions of a lot, can we sit again and dial it in, assured within the data that outcomes will come anyway? Or can we work even tougher to nail our messaging and smash our income targets?

For me, possibility #2 wins each time.

In case you really feel the identical, you’re in the best place, as a result of I’ve rounded up a few of the most inspiring October publication examples from manufacturers I really like.

 

1. Torrid: Push Halloween (Early)

Looks as if only a few years in the past, Halloween concerned nothing extra sophisticated than stocking up on sweet in case the neighbors children got here knocking.

Right this moment, it’s develop into an enormous retail occasion.

So large that we’ve devoted a complete article to rounding up the finest Halloween e-mail advertising examples.

In line with the Nationwide Retail Federation (NRF), US shoppers will splurge a report $10.6 billion on Halloween-related purchases in 2022. And with 69 % of customers planning to have a good time the vacation this yr, up from 65 % in 2021 and 68 % in 2019, it appears there’s unprecedented curiosity in “spooky szn.”

Clearly, fancy costume is an enormous vendor forward of October thirty first. However it’s actually not the one present on the town, with the NRF naming the highest product classes for Halloween customers as:

1. Sweet (96 % of households plan to purchase for Halloween 2022)
2. Decorations (75 %)
3. Costumes (67 %)
4. Greeting playing cards (39 %)

That spells alternatives for retailers throughout a number of niches, from attire to interiors to meals.

Okay, so we’re agreed that Halloween is a key seasonal retail occasion. However when’s the best time to start out selling it?

The reply is: most likely sooner than you’d assume.

In line with Google, searches on Google Photos for “household Halloween costumes” grew by 90 % yr on yr from June to August 2021.

That’s proper. It’s 90 levels out and fogeys are eager about whether or not to decorate their children as Wednesday and Pugsley Addams or tiny variations of Harley Quinn and The Joker.

I’m not suggesting you begin sending Halloween emails on the peak of summer season—that’s going too far.

However early October offers you loads of time to construct pleasure and drive gross sales from super-prepared Halloween customers. That’s exactly when plus-size vogue model Torrid despatched this October publication instance:

Torrid didn’t simply nail the timing of this marketing campaign.

The mixture of spooky graphics, participating copy, a clear name to motion, and a few sturdy (and seasonal) product imagery makes for a extremely efficient e-mail.

2. Fabletics: Begin Your Black Friday Sale

It’s truthful to say Black Friday is type of an enormous deal on the planet of ecommerce, with US shoppers spending a whopping $8.9 billion on-line on Black Friday 2021.

(NB need extra juicy tidbits like that? Try my roundup of eye-catching Black Friday statistics.)

However I do know what you’re pondering: 

“Emil, isn’t Black Friday the final Friday in November? Why are you mentioning it in an article on October publication concepts?”

As a result of for lots of shoppers, Black Friday isn’t simply concerning the day itself. In line with Criteo, 54 % of customers begin eager about Black Friday offers no less than one week beforehand, whereas one in 12 begin the method greater than 4 weeks upfront.

And by my math, 4 weeks earlier than Black Friday takes us firmly into late October.

So I wasn’t precisely shocked to find this e-mail from Fabletics—despatched on October thirtieth, 2021—whereas trawling our huge digital library of high-quality e-mail advertising examples:

As you may see, this isn’t only a teaser e-mail prompting prospects to enroll in a sneak peak at forthcoming offers. It’s a full-scale launch of the sports activities attire model’s Black Friday sale, despatched 27 days earlier than Black Friday “formally” arrives.

One phrase of recommendation:

Though I absolutely suggest starting your Black Friday advertising in late October, don’t push the messaging too arduous.

Bear in mind, Criteo’s analysis reveals that solely a comparatively small proportion of shoppers are eager about Black Friday this early within the yr. And also you positively don’t need individuals to be sick of your messaging by the point late November arrives.

One Black Friday-themed October publication is completely acceptable. Any greater than that’s most likely overkill.

3. Missguided: Promote Chilly-Climate Necessities

With the lengthy, sizzling summer season behind us and fall kicking into gear, October is the proper time to push these chilly climate must-haves.

The kind of stuff you want whenever you’re heading out for a cold day of pumpkin-picking or curling up on the sofa with an excellent guide.

As soon as once more, timing is all the pieces on the subject of selling your fall collections.

Google Developments knowledge reveals that searches for the time period “fall vogue” peak in late September and early October, earlier than plummeting as November approaches:

Ideally, you’ve already began sending fall-themed newsletters by the point October rolls round. Both method, that is the month to actually ratchet up your fall messaging.

That’s exactly what Missguided does on this October publication instance:

One of the best factor about this e-mail?

After catching our consideration with the hero picture and banner textual content, it goes on to supply product suggestions on particular outfits:

In a world the place 17 % of shoppers admit to feeling overwhelmed by selection, your viewers will certainly respect a bit of skilled steering on the subject of selecting on-trend fall seems to be.

4. Outside Voices: Drive Buyer Referrals

Referral advertising is a robust device at any time of yr.

In line with one examine carried out over a three-year interval, prospects referred by different prospects:

However it may be particularly efficient in October.

Give it some thought. Each new buyer you entice in October could have your model in thoughts as the vacation season approaches, placing you in pole place to drive a ton of further gross sales through the busiest buying interval of the yr.

That’s why I’m such a fan of this October publication instance from Outside Voices:

For extra, this e-mail stands out for 2 essential causes:

• It nails the seasonal messaging. The usage of Halloween-themed copy and graphics stops this sense like a generic referral advertising e-mail that would have been despatched at any time of yr. That makes it really feel extra related and impactful.

• It promotes a easy referral provide. Some referral campaigns fall down by overcomplicating issues. “Share with a pal and also you’ll each get 17.5 SploshPoints. Each SploshPoint is value $0.01, besides on random SploshDays, when their worth doubles. Glad sploshing!” Outside Voices avoids this lure by merely providing $25 off a $100 buy for each the referrer and referee. 

5. The White Firm: Put together for Social gathering Season

In some methods, October is a tricky time of yr for us entrepreneurs.

You’ve acquired a key buying occasion—Halloween—on the finish of the month, and one other—Black Friday—simply across the nook.

As if that wasn’t sufficient, you’re acutely conscious that the vacation season is creeping ever nearer. In case your vacation campaigns miss the mark, you would possibly as effectively spend Christmas dusting off your resumé.

For that cause, it pays to focus a few of your October newsletters on key vacation tendencies, corresponding to Christmas social gathering buying.

A fast look on the ever-helpful Google Developments reveals us that searches for “social gathering outfits” rise steadily all year long, with a spike in exercise in October (that’s the bit within the purple field under): 

So I’d positively suggest taking a leaf from The White Firm’s guide by selling partywear in your October campaigns.

As is so usually the case, all of it begins with a sturdy topic line:

It captures the tone completely, primarily saying: “Certain, Christmas events are nonetheless a pair months away, however why not begin planning your outfit proper now?”

The e-mail physique is easy however equally efficient…

…utilizing product imagery to showcase The White Firm’s social gathering outfits and incorporating a distinguished CTA to its partywear assortment.

6. Søstrene Grene: Roll Out Your Christmas Marketing campaign

I do know, I do know.

All of us love complaining about Christmas “getting earlier yearly.” It’s virtually a reflex response to tut and shake our heads after we first see baubles, tinsel, and wrapping paper on the cabinets.

However the knowledge suggests that customers really like giving themselves loads of time to plan for the festive season. Two in 5 Individuals begin their Christmas buying earlier than the top of October, whereas an astonishing one % start in January. 

Speak about preparation.

So October is certainly truthful recreation for a spot of Christmas e-mail advertising.

Scandi interiors model Søstrene Grene was one of many manufacturers to benefit from this technique in October 2021:

The product imagery does a improbable job of constructing you’re feeling enthusiastic about decking out your home with tasteful Christmas decor, and the copy is equally inspirational.

Simply be sure to don’t overdo it.

As with the Black Friday recommendation I gave earlier on this article, it’s fantastic to advertise your festive collections in October. However don’t bombard your viewers with Christmas messaging for 3 complete months—except you desire a bunch of unsubscribes.

7. J.Crew: Launch a Fall Sale

We all know that for lots of shoppers, October is prime time for Christmas buying.

Which may sound like an excellent factor for retailers—in spite of everything, Christmas means huge spending. However when you concentrate on it, it’s really a double-edged sword.

Certain, you would possibly have the ability to carry ahead your festive and winter collections.

However on the flip facet, you’ve acquired rather a lot much less time to advertise and promote your fall merch.

As an example my level, let’s take one final glimpse at Google Developments, evaluating the phrases “fall vogue” and “summer season vogue”:

As you may see, there’s barely extra general exercise round “fall vogue”, and the peaks are much more pronounced. However “summer season vogue” has better longevity, with much less extreme troughs.

In different phrases, fall merchandise have a brief shelf life.

So by the point mid-October comes round, take into consideration launching a fall sale to make sure you’re not caught with a bunch of out-of-season inventory, like J.Crew does right here:

As soon as once more, the most effective factor about this October publication instance is its simplicity.

No overly wordy e-mail copy or distracting, flashy visuals. Simply an easy-to-understand provide and two clear calls to motion.

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