— April 15, 2019
Ready to get your profits hopping? Put all your eggs in one basket with creative email marketing. Easter-themed promotions have never been easier than with this short guide.
The hunt for the perfect email is over
Though all businesses can benefit from Easter email campaigns — and should capitalize on the opportunity — this article will focus on retail, restaurants and nonprofits.
Spring is officially in swing. For your customers, this likely means a change in wardrobe. Be the first that comes to mind for spring shopping by creating sales and promotions to match the upbeat feeling of the incoming warmer months. The below email from Lily Lulu does a great job of getting in on the Easter action by using seasonal colors, coupled with one of their products and a clear call to action:
Also consider an email that improves relationships instead of sales. Just be part of the celebration with customers by letting them know you are thinking of them during the long weekend. The below email from JOANN gives you an update and well wishes, but doesn’t push toward a purchase:
By the time Easter rolls around, we’re nearing the season of barbecues, pool parties and family reunions. Consider capitalizing on that with promotions using the terms “family” and “party.” Help people shop for loved ones; it’s the perfect time to surprise a spouse or create a gift basket for children.
For example, retailers could bundle together a basket of products at a premium price, then promote it through an email campaign. With 48 percent of shoppers planning to purchase clothing at Easter — and about 25 percent planning to shop at a small business — it’s sure worth a try.
As 60 percent of people plan to visit friends and family on Easter Sunday, encourage a special dinner out by offering a discount, a free dessert and the like. In 2018, there was an estimated 5.7 billion dollars spent on Easter-related food purchases. Your goal is to get a piece of that pie (or chocolate bunny).
The key to promoting your restaurant will be making it stand out from your usual emails. For example, send customers a fancy email invitation to Easter brunch or grab their attention with Easter-themed copy and visuals.
Speaking of special, Easter is the perfect time to put together a special menu or food item. Promote the new menu by including photos in the email. People love to see and post pictures of their meals, so entice them to eat at your restaurant with visuals they’ll drool over.
Also ask: What makes your food different from the restaurant down the block? Could you craft a special chocolate cake shaped like a bunny or serve multi-colored pancakes?
Before you send your email, make sure that it’s clear that you’re open for business during the holiday. And be sure to have plenty of staff on hand to handle the crowd.
In the example below, Le Cirque does a good job of promoting an Easter special that’s perfect for groups of friends:
Nonprofits will get the best results by hosting or promoting Easter egg hunts, picnics or other events that involve the community. If you decide to put on such an event, make sure invitees know that donations and volunteers are accepted, but not required.
Depending on your company and brand, religious themes could give your promotions a boost too. Consider sharing a church event or creating a community activity with other religious organizations. Remind people of the important Easter dates and what they mean to you.
Connect with people by providing ways to celebrate, and consider sharing the benefits of your organization in the email. What do you pride yourself on? How would an Easter donation boost your current efforts? With rising temperatures and spirits, it may be easier to garner support. And remember to include images that evoke emotion and action:
In the above example from Charity: Water, the human element of a father and son connects with us emotionally. And the message of donating money to buy others more time with their families is a story people can get behind and feel passionate about. No matter what your nonprofit is, you’ll want to craft an attention-grabbing headline that keeps readers engaged and moves them to action.
Bonus: Eggscellent subject lines for all industries
Easter email marketing doesn’t have to be extravagant, come from a certain industry or use puns to have an impact. If you’re a family-run business, include some photos and share a story about past family holidays. If you sell makeup to a Facebook community, share festive eye shadow looks.
Subject lines for inspiration:
- This won’t last long… deals worth hopping to
- Everybunny is going to love this… 50% off!
- The one thing your kids REALLY want in their basket this year
- Trends that’ll carry you from Easter to summer
- Stop the hunt, we’ve got you covered with 20% off all candy
- The sweetest deals on our spring pastel collection
- Easter basket? How about Easter cart? 30% off everything in yours
- Easter brunch? We’ve got a hunch you’ll like this…
- EASTER ONLY: Free dessert with purchase of entree
- It’s not just about the Easter Bunny; 15% off treats for your pet
Whether you’re promoting eggs-treme savings, bunny-shaped pancakes or an egg hunt charity event, fun and festive Easter emails are the way to grab your customers’ attention. You’ve got the knowledge to make your campaigns work, so hop to it!