New Year is one of many special occasions to communicate to subscribers.
What different kinds of communication and engagement strategies can be found?
Let’s watch four different communication approaches concerning New Year to find out some tips for an engagement strategy.

HOW TO engage using the topic of renew

The occasion makes it possible to play around with the concept of “new”. This is a tip to invite users to renew some aspects of their life (and buy new products).
Ann Taylor’s newsletter deals with starting the new year with a new style using the same neutral and vibrant colours of the collection in the communication:

HOW TO engage using a special offer

To make a special promotion, lasting for a short time, connected to New Year: some companies include discounts and coupons in their newsletters.
It follows an example by Clinique, offering a product for free for each purchase during the first day of the new year. Isn’t it remarkable that a product whose name recalls the main message of happiness is chosen?

HOW TO engage using the best of…

The end of the year presents the opportunity to collect each meaningful moment and give the subscribers an insight on the best experiences, in order to enforce loyalty.
In the last week of 2011 DesignBoom sent a sequence of newsletters concerning the best of the design and architecture shown during the year, following a thematic criterion. The interesting thing in this example is the selection made on users’ feedbacks on top viewed images; it follows a detail of the last newsletter of the sequence, which is a collection of the different top ten lists:

HOW TO engage wishing something special

Each occasion is a good occasion to communicate and engage users; that’s why even a single newsletter wishing a Happy New Year can become meaningful in an email marketing engagement strategy.
Lacoste chose to thank the subscribers for an amazing 2011 with their newsletter, still inviting the users to shop: red is dominating in the main messages and call to actions.

Is your resolution for New Year to improve your email marketing program?
Use the benchmarking platform NewsletterMonitor, get the most out of it and take inspiration for your email marketing strategy in 2012!