March is Women’s History Month. It’s additionally residence to International Women’s Day (IWD). As such, March provides entrepreneurs a chance for impression—to amplify the accomplishments of ladies and work to finish gender discrimination, bias and inequities.
But earlier than we bounce into email advertising and marketing examples, it’s essential to grasp how Women’s History Month and International Women’s Day align and diverge.
While each holidays acknowledge ladies, International Women’s Day on March 8 is a celebration of ladies’s cultural, political and social achievements world wide and highlights the persevering with challenges and roadblocks that hinder gender fairness and justice.
Women’s History Month additionally acknowledges that ladies, particularly ladies of colour, have been excluded or written out of historical past. Women’s History Month is all about instructional packages and empowerment to right the document whereas additionally celebrating progress and achievement.
Here’s some historical past:
- International Women’s Day is rooted in a 1908 protest march in New York City organized by ladies employees searching for higher jobs, pay and dealing circumstances and was first celebrated as National Women’s Day in 1909.
- The occasion grew to become a global motion on the International Women’s Conference in Copenhagen in 1910 and later proclaimed a vacation by European nations, together with Russia, the primary main European nation to grant ladies the vote.
- Women’s History Month started in 1978 as Women’s History Week, a part of a college curriculum challenge impressed by International Women’s Day.
- Support for the motion led to creating National Women’s History Week in 1980 beneath President Jimmy Carter and National Women’s History Month in 1987.
Focus Your Campaigns on Women
Focusing your email advertising and marketing marketing campaign on themes of equality, fairness, schooling and empowerment this season will contribute on to the causes, whereas serving to your model join with prospects in a significant means.
Customers need manufacturers to take public stands on social issues and can ally with manufacturers whose values they share.
Here are three nuanced, however related approaches you may take your advertising and marketing messaging this March that may make an impression and depart an impression.
1. Honor ladies prospects
Women nonetheless management the majority of household spending and do 89% of the daily shopping. And, whereas ladies aren’t the one ones who’ve suffered stress and burnout throughout the pandemic, research like McKinsey’s Women in the Workplace 2020 recommend that ladies have shouldered a higher share of the family and childcare burden. Thanking them for supporting the model lets them know you admire them.
2. Spotlight ladies workers
A rising variety of manufacturers function photos, tales and quotes from ladies workers throughout the group, not simply these in customer-facing roles.
3. Highlight firm efforts to assist ladies’s initiatives
An IWD or Women’s History Month marketing campaign can construct model fairness by exhibiting how your organization addresses gender fairness, helps its ladies workers and contributes to native and nationwide efforts.
3 Tips to Create a Meaningful Campaign for Women’s History Month
Now that you’ve got the path, you’ll want steerage. Here are some helpful tricks to create a compelling cause-driven marketing campaign:
1. Don’t combine your messages
It takes greater than a “Happy International Women’s Day” banner on a customary promotional email to place your model as an empowering ally. Be aware of the copy you employ to advertise gross sales and merchandise. Be particularly intentional along with your topic traces, headers and calls to motion.
2. Make ladies the main target of your marketing campaign, not your corporation
If your organization has an genuine message, success story or cause-driven marketing campaign to share, you’ll want to share it by way of the eyes of the ladies who profit out of your message, or the girl who’s sharing the story. That’s who your prospects actually care about.
3. Drive long-term change along with your messaging
Have we made progress since ladies marched for employees’ rights again in 1908? Of course. But we nonetheless have a lengthy strategy to go. Last 12 months, the World Economic Forum’s Global Gender Gap Report for 2020 predicted that gender parity is a minimum of one other 100 years away.
Combine this disappointing data-point with the latest information that the COVID-19 pandemic might set progress for ladies again a minimum of 5 years: Women lost disproportionately more jobs and, as we talked about above, shouldered much more of the family burden.
This implies that now we have to push more durable for change, and the campaigns your email advertising and marketing staff creates for International Women’s Day and Women’s History Month can play a pivotal position in that progress.
Examples of Great Email Campaigns
Our evaluate of International Women’s Day and Women’s History Month emails confirmed us that advertising and marketing groups have gotten extra aware in regards to the messages they’re sending out for these campaigns. These examples present how one can create a significant message.
Verishop is without doubt one of the few manufacturers to do a concerted marketing campaign collection for Women’s History Month. The message under reveals the way to create a model message that tells its story from the girl’s perspective utilizing her personal phrases.
By limiting promotional messages to only the calls to motion, this email retains the give attention to the inspirational content material however subtly encourages readers to click on to the web site to take a look at McNamara’s merchandise.
Brooklinen places its trigger—supporting ladies in know-how—entrance and heart in its International Women’s Day Campaign. It highlights the initiative, promotes its fundraiser whereas explaining the place it’ll spend the proceeds, and shines a highlight on an worker (from the email staff! Yeah!).
You can’t see it on this picture, however Brooklinen makes use of the email preheader to state its dedication to assist its predominantly ladies workforce: “We’re empowering and celebrating women today, and everyday.”
MeUndies’ vibrant message caught our eye as a result of it didn’t stoop to cutesy or fashionable identifiers like “girlboss,” “girl power” or “she-ro.” Its size-inclusive fashions reinforce the corporate’s message that there’s not a single customary for acceptable photos.
MeUndies’ email is a nice instance of “appointment email.” It tells the reader to count on extra emails prefer it, which might lead prospects to begin watching the inbox for the subsequent message within the collection—a smart way to assist the email stand out!
If you wish to join along with your prospects and present how your organization helps them, make them the star of your email. This customer-first method combines an inspirational message with a purpose to maneuver prospects to the web site to browse round.
Zenni’s email retains the give attention to the client, however the message design strikes the attention proper right down to the underside of the email to the corporate values assertion.
This residence décor model incorporates a cross-cultural theme in its model id. So, presenting an animated collection of photos of the ladies who make its merchandise is a significant and on-brand message.
The topic line—”Meet the 971 women of The Citizenry.”—hints at what’s contained in the message, however the preheader spills the beans: “The Citizenry Meet the makers.”
FabFitFun’s email inventive is a well timed reminder that an efficient women-focused message ought to incorporate your different inclusive values, just like the hero picture exhibiting completely different pores and skin tones and an animated collection of GIFs that includes ladies of various ethnic backgrounds.
FabFitFun’s message is extra promotional than different examples, nevertheless it’s additionally a good instance of a message wherein all the weather reinforce the International Women’s Day theme, proper right down to the “Women’s Empowerment Filter” and the “Thrive” promo code.
Before You Plan Your Women’s History Month Campaign
Your place to begin for planning a marketing campaign begins from inside. Use the recommendation we shared for a cause-driven advertising and marketing marketing campaign throughout Black History Month as a basis on your mission-centric advertising and marketing schooling.
Think of those campaigns as alliances with the trigger as an alternative of an occasion to co-opt for a one-off marketing campaign. Your firm’s monitor document for closing pay and management gaps, assembly ladies employees’ distinctive wants, rejecting harassment and discrimination, and supporting charities that profit women and girls comes into play.
But what do you do if your organization’s assist of ladies falls in need of buyer expectations? You’ll have to give attention to incorporating content material that honors ladies but additionally avoids performative allyship, or espousing values to look good in public with out backing them up in non-public. Keep in thoughts that progress is gradual. This is a good place to begin on your model.
These assets will help you perceive extra about International Women’s Day and Women’s History Month:
Ready to Dive in? It’s OK to Smart Small
Begin with an International Women’s Day marketing campaign, possibly one which follows an instance from the emails we recommended above. From there your organization can work internally to assist ladies of their office, and you can begin to give attention to increasing your preliminary email funding.
After a little time, maybe you may develop to embrace and deploy a multi-email marketing campaign that highlights your successes or focuses on points related to ladies.