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This is the time of the year we start getting cold and think about having a nice dinner at home. We buy boots, sweaters, scarves and coats and everything else we need to keep the coming chill away. The cold and wet weather makes it easier to convince your subscribers to stay home and buy the ‘must haves’ of the season online. Let’s have a look at how to use newsletters to best take advantage of this opportunity.
Create a style book
Every year trends change and while some of your recipients will be on the cutting edge of what’s new, others will be open to a word of advice about what’s “in”.
In this newsletter - created especially for men - stylists give them some simple advice: All 5 things you need to have for autumn. It doesn’t get any more simple than that.
This newsletter is a great example of autumn fashion inspiration. A celebrity was used to get attention and her style was presented as an example of a perfect autumn look.
Plan for your subscribers
Unfortunately, there are other more practical things apart from fashion that demand our attention when autumn comes. For many, October and November mean working outside in the never-ending quest to keep the leaves off the ground. Why not use it as an occasion to promote everything you offer for the home and garden? That’s what Homebase did:
And what about those who still want to live their active outdoor lifestyles even after the temperatures start to drop? They need new gear too and featuring your warmer clothing options for the runners, walkers and bikers among us is a great idea. Look at how “cold”, “active” and “clothes” are all instantly conveyed in one image. Anyone who gets this newsletter immediately knows what kind of offer is going to be inside.
Show what is not obvious
When it’s rainy we would rather stay in, wouldn’t we? It’s easy to forget that there are places of interest that are most attractive at this time of the year - whole regions are at their most beautiful when the trees shine in shades of yellow and red. What better time to enjoy the sights? Look at how Fodor’s highlights the fact that there are experiences unique to this time of year to see in New York.
It is rather obvious that this is the season for harvest but do your recipients know where they can try special autumn dishes made from fresh veggies? Like every season autumn, serves has its own special menu as well and restaurants can let foodies know where to look for a special treat. Show your subscribers that you have something worth seeking out in your offer this autumn - something they won’t find somewhere else!
Look at this newsletter. Doesn’t it just shout “Join us and help yourself!”?
Don’t forget about colors
Even though autumn can be a rather grey and - yes, it’s true - depressing time of the year, a colorful newsletter is still a great idea. The color palette for autumn is a wonderful and distinct range of subdued shades of brown, red, green and yellow to use it to its fullest to convey that special feeling in the air!