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5 creative email content ideas to kick

2018 off right
JANUARY 3, 2018 MCKENZIE GREGORY (HTTPS://CONTENT.MYEMMA.COM/AUTHORS/MCKENZIE-GREGORY)

After the frantic haze of the holidays, it's hard to believe we've finally made it to 2018. But
regardless of whether you're ready to hit the ground running with your marketing strategy or
still shaking off vacation brain, this is the most crucial time of year to do right by your email
audience.

In January, inbox fatigue abounds. Your recipients have been blasted again and again by
overeager brands promoting holiday sales and New Year's Eve celebrations, and chances are
good they're ready to cleanse their inboxes with a wave of unsubscribes. So take a moment,
really consider the precedent you want to set this year, and prove to your subscribers why
they'll look forward to hearing from you in the months to come.

If you aren't sure where to start, here are some solid email content choices I've seen from
brands in my own inbox the past couple of days. Use their strategies for inspiration, and happy
emailing!

1. Make some resolutions.

The beginning of January is prime time for goal-setting and aspirational thinking, so find a way
to tie resolutions that will resonate with your audience to whatever products or services your
brand offers. In this email, World Market (https://www.worldmarket.com/) lists some common
resolutions – "Be Green," "Eat Healthy," "Travel More," etc. – and associates them with items
they've marked down.
The resolutions play applies to more than just retailers, too. For instance, let's say your
company sells software. Instead of promoting goods, you can highlight product features that
will help your subscribers achieve resolutions like, "Be more efficient" or "Impress your
boss." Above all, remember to put the focus on the subscriber and what they can achieve in
2018.
2. Create more touch points.

It happens all the time: Someone visits your website, signs up for your list, and your emails
become the one and only way they keep up to date with what's going on with your brand.
However, just because 61% of consumers prefer to hear from businesses via email
(https://theblog.adobe.com/consumers-are-still-email-obsessed-but-theyre-finding-more-
balance/) doesn't mean they aren't interested in engaging with your brand in other places.

The new year is the perfect time to promote your other channels, like social, apps, or SMS.
Email works best when it's part of a larger marketing ecosystem, so create those additional
touch points to get the biggest bang for your marketing buck.
3. Help them plan ahead.

Few times of year are as jam-packed with big, exciting moments as November and December.
After all the build up that comes with the holidays, once we're past them, January through
March can feel like a bit of an abyss.

Help your subscribers make the most of the dreary winter months by reminding them of events
they may have forgotten, or by helping them plan their own fun diversions, like a weekend trip
or an Oscars party. Have an event of your own to promote? Right now is the perfect time to
plug your industry conference, pop-up shop, or networking meet-up.
 4. Encourage subscribers to treat themselves.

Let's be real: Your audience has spent the past few months buying gifts for others, and they
probably have some gift cards burning a hole in their wallet. Plus, January is the biggest
month of the year for self-improvement and transformation, so if there was ever a time to send
a "Treat Yo Self" email, it's now!

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5. Send a re-engagement campaign.

This is something I'd recommend all brands do at the beginning of each year. First, segment
out subscribers who haven't engaged with your brand in a while. Then, send them an email
that allows them to opt out, manage their send preferences, or both. Not only will it help clean
up your list, it'll improve your sender reputation and show subscribers you're actually paying
attention to their interests.
The new year can be an intimidating time for email marketers, but be sure to make the most of
the fresh start. Your subscribers will thank you for your efforts with long-term loyalty and
improved results in the coming year and beyond!

About the Author

McKenzie Gregory is a content writer on Emma’s marketing team. A Nashville native, she
can be found covering all things email on the Emma blog, debating hyphenation rules, and
watching obscene amounts of Netflix without a trace of shame.

Follow on Twitter (https://twitter.com/@kenziegreg)

More Content by McKenzie Gregory (https://content.myemma.com/authors/mckenzie-gregory)

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Mike Doyle • 12 hours ago

This is some super awesome ideas.
△ ▽ • Reply • Share ›

Cat Smith • 13 hours ago

Thanks for the great ideas! I seem to have writer's block at the start of a new year... so many possibilities clouds my
brain!
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