Why January is the most important month for your email list

There's no denying that email is the number one channel for revenue. A busier than normal holiday season sent email volumes through the roof, from discounts and deals from our favourite retailers, to last second appeals from nonprofits we love. As consumers and donors, we've been conditioned to gobs and gobs of email is November and December. We expect it, embrace it, and know in January that we'll eventually delete all of it. 

But what we sometimes forget is that email is a relationship channel. It's not a push notification, and it's definitely not a tweet, it's one corner of the internet where we expect personalization and are actually okay with it. So while chasing ROI and the highs that coming with it might be enticing, cultivating a relationship with our consumers and donors should be our number priority for email, and there's no better month to start that than the month of January.

Here are some reasons why January is the time to do so.

“Dads at Sephora” - aka new non-traditional donors and consumers

Doesn’t it feel good heading into a New Year with a bunch of new email subscribers? Ask yourself this, how many new donors or consumers fit into a non-traditional profile of your subscribers? Enter the Dad’s at Sephora example. The Stripe Facebook Group, hosted by Grace Atwood, had a thread recently where readers shared what gifts (with links) were okay to send to family members to purchase for the holidays. One reader mentioned how easy online shopping at Sephora was for her Dad, she sent him the exact link to the product she wanted, he purchased it easily, and it arrived and was gifted to her with no problem. Great, right? But then she went on to mention that her Dad forwarded the purchase follow-up email from Sephora with instructions on how to use the actual product. This “how to use your new stuff” follow-up email is genius, but is Dad really the one that should be receiving it?

As marketers, how can we learn that our shopper was “Dad at Sephora”? How do we know our new donor only donated because they were supporting a peer? Use your January communications to ask these relationship building questions. You’ll find ways to connect, nurture and steward these non-traditional subscribers, which might open up new, untapped revenue streams down the line.

Breaking through the New Year’s Resolution-ers

How many of us have made a resolution in the past to get organized? To reduce clutter? To get our sh*t together? And how many times has our inbox been included in this resolution?

It’s no secret that January is unsubscribe season. Which we might not think is a big deal coming off the high of a successful holiday season, that is until next year’s holiday revenue targets come out and we really wish we could get all those subscribers back.

That’s why your January communications should be about VALUE. For non-profits, show your donors how their gift is creating capacity to impact new things for those you serve and thank them for it. For consumers, show them products that can supplement or work with a previous purchase, to create longer value out of their investment. Whatever you send, make sure it shows you value the time of your subscriber reading it, so that they find value in your messages and relationship and stay subscribed.

Make your first impression full of expectations

You only get one first impression.

That phrase wouldn’t have been around forever if it wasn’t true. Consider your first message of the year your reader’s first impression of you for the new year. Sending a donation appeal first thing? Your readers will assume you’ll be asking for money all year long. Pushing new products? Your emails will essentially become window shopping until it’s time for your reader to make a purchase (hopefully with you).

This January, why not tell your reader’s what they can expect from you this year? Share with them how you hope to inspire and encourage them, how together you’ll help them achieve a goal. And most importantly, share that this is a journey we’re on together.

What I'm looking forward to this January

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Intentions. Resolutions. Goals. Whatever.

In year’s past I’ve waltzed into the New Year with grandiose plans to try new things. Sometimes these things have worked, other times they’ve been derailed by me, by external forces, and even a global pandemic.

This year I’m taking a new approach. Instead of tackling a year full of (unattainable) goals, instead I’m going to attempt something much more positive. Writing down a handful of things I’m looking forward to monthly. From upcoming events, to new tv shows, to even rest and relaxation, creating the habit of a monthly check-in sounds a lot more feasible to me, and a lot less stressful.

Here’s what I’m looking forward to this January:

• SIX! I wavered this year on getting Broadway in Columbus season tickets again, but this is the show that ultimately triggered my renewal. I can’t wait to finally see it.

• A Haircut. I was lucky enough to snag a hair appointment with my stylist for early January during my Boxing Week Break and I couldn’t be more exited. There’s nothing like starting the new year with a fresh trim.

• Winter Outdoor Walks. I love cold weather walks. The crisp air and frigid temps put a huge spring in my step, and the faster pace puts a huge smile on my face. As good as these walks are for my physical health, these winter ones are even better for my mental health.

• Fresh planners and calendars. I love the smell of fresh school supplies - new notebooks and planners were one of my favourite things about going back to school each fall. The New Year is now my return to school, and I’m looking forward to the blank slate new planners and calendars provide.

• Sunsets Getting Later. I’ve never been an early riser, I’ve tried and failed miserably 700 bazillion times to be one. But the one thing I do look forward to every January is the sun setting later. The race to get home before its dark isn’t as rushed, and often gives me the opportunity to spend a little bit more time outside.

• Soup Season! I love soup. It’s cozy, filling and warm and the perfect meal when its cold. I’m excited dig out my dutch over and cook some of my old faves (this one, this one) and try out a few new recipes as well.

• No-pressure evenings. After the craziness of the holiday season, I’m looking forward to cozy evenings on the couch this month. A cup of tea, a warm blanket, and a good book or tv show sound like the perfect low-key evening for this month.
  
  

Favourite Purchases of 2022

One of the reasons I love shopping so much is the chance to discover something new. A new piece of fashion, a new beauty product, even a trip to a new destination all provide the opportunity to try something and even transform into something new.

Without further ado, here are some of my favourite purchases of 2022.

1. Tower 28 SOS Daily Rescue Facial Spray: during the summer heat and after a weeklong trip to Canada where masks were still mandated, my skin started to FREAK. OUT. I had been watching Katie Jane Hughes use this spray in her instagram stories for awhile and pulled the trigger on trying it. This stuff lives up to its name, it calmed the freakouts on my skin, balanced it back to normal, and now has become a staple item in my morning skincare routing. Highly recommend.

2. Coldplay Music of the Spheres Concert tickets: when one of my favourite bands schedules a show for my birthday, its a no-brainer that I’ll purchase tickets no matter where they play. Coldplay’s Music of the Spheres show was a transcendant experience, three hours of the band’s hit songs coupled with a light show the rivals any other. The trek to Atlanta made it all the more special, with a chance to re-explore and fall back in love with a city I hadn’t visited in years.

3. Zara Wool Blend Black Maxi Skirt: yes I inadvertently purchased the maxi that went viral on Instagram, but it’s so easy to see why. A sturdy suited material, a flattering mid-rise waist and belt loops (!) made this maxi skirt one of the most versatile pieces in my wardrobe this fall. It was effortless to style, dressed up comfy everyday basics, and added a dose to posh and confidence to all my WFO looks.

4. Kindersalmon Mia Oversized Bag: I LOVE my hybrid work schedule, but it does require quite a bit of schlepping of stuff back-and-forth during the week. And while I love a structured leather bag for the office, I just couldn’t handle a work bag that literally weighed me down multiple times a week. I came across this oversized hobo while browsing one of my favourite online shops earlier this year and I couldn’t hit purchase fast enough. It’s lightweight, yet classic, and the touch of leather provides the polish to take this into any boardroom I need to travel too.

5. La Roche-Posay Anthelios XL SPF 60 Sunscreen Stick: once you own a sunscreen stick, you never, ever have an excuse to leave the house without it again. I picked this stick up at Shopper’s Drug Mart in Canada upon recommendation of one of their beauty advisors, and I’m already researching how to repurchase it without crossing the border because I love it so much much. It makes applying sunscreen so easy, but even better, the sunscreen wears like a dream for workouts. It’s thick but not greasy, and best of all doesn’t run down your face at the first sign a sweat.
   
   

What to buy at Ulta's 21 Days of Beauty Event

It’s Ulta Beauty Event time again, this time makeup take center stage during their 21 day event. Similar to their skincare sale, I love to pick up tried and true favourites for deep discounts when I can and also splurge on some finds I want to try at a more affordable price.

Find my picks below for what’s worth it to purchase during their 21 Days of Beauty Event.

Extra tip: Link your Target Circle to your Ulta Rewards and get twice the rewards during the event.

Week One

March 13:

Anastasia Beverly Hills Brow Wiz

I love the Ulta puts a universally loved product like Brow Wiz in every one of their make up sales. What else can I say about this product that you don’t already know?

Tula Protect & Glow

I’m so excited that Protect & Glow hit the sale this time around - I’m literally down to my last drops of this. One of my 2021 faves, this formula leaves a beautiful pearl glow on your skin, a perfect sun protected base layer under all kinds of makeup. If you’re fair like I am, this gives you the dewy, juicy face look like Super Goop’s Glow Screen does, but without the too dark tan layer.

March 14:

Smashbox Mattifying Primer

Katie Jane Hughes used Smashbox’s Mattifying Primer in her instagram story recently, as a substitute for setting powder for one of her daily looks. She applied this in her t-zone areas and and then followed with the rest of her base makeup, and the primer negated any need for powder to set her look. I am so curious to try the same, especially as the temps rise, and when I saw this on sale, knew I wanted to pick it up.

March 15:

COSRX Advanced Snail 96 Mucin Power Essence

I’m using the toner right now, and love how evenly the spray disperses product. Its so fast and easy for my (always rushed) morning routine. Can’t wait to try the essence to see if it does the same.

Week Two

March 20:

Buxom Full-On Plumping Lip Cream

I have one of these already and it applies like a dream. Now that we’re mostly maskless again, lip creams and glosses might find their way back to rotation. These really do give you a plumping effect, and the consistency of the formula is a dream.

Tarte Shape Tape Concealer

When I’m looking for more coverage than normal, or need to tone down the tan of my Super Goop Glow Screen, I pull out my shape tape concealer. This stuff lasted all day under a mask during a humid Toronto summer, when you need that little bit of extra coverage, without the weight of a foundation, this stuff is golden.

March 21:

Nabla Eyeshadow Palettes

Another Katie Jane Hughes recommendation, I’ve always been curious about Nabla's eyeshadow formulas, especially since KJH and I have similar skin tones. At this price it might be time to pick up one or two and have a little eyeshadow fun.

March 24:

Estee Lauder Radiant Skin Repair + Renew Set

My one rule for any Ulta event is to always, ALWAYS, stock up on one of my OGs, Estee Lauder Advanced Night Repair. This set looks to include an almost full size version, and for wont find ANR for much lower than the $25 here.

Week 3

April 1:

Benefit Gimme Brow+ Tinted Volumizing Brow Gel

I love this stuff for no makeup days, days with hats, and days that require constant sunglasses. It adds a great tint to my otherwise non-noticeable brows, and when you brush is backwards, then forwards, it coats each hair with the perfect amount of product. Love this stuff.

Benefit The POREfessional Super Setter Pore Minimizing Spray

I always stock up on makeup setters heading into the summer months. I’ve been trying a mini size of this for the past couple months, and can tell its going to be a workhorse for me as the temperatures rise. Up there with Urban Decay’s 24 Hour setting spray, this stuff locks in base makeup really well, and keeps my face from looking super oily for most of the day.

Shopping For: Sherpa Shoes

Four inches of snow is currently on the ground where I live.

Four inches of water-based fluff, that when mixed with the softness of sherpa fabric - on a shoe - would guarantee a disastrous result.

Sherpa shoes might be highly impractical, but aren’t we sometimes willing to risk a fashion disaster for a little bit of fun?

Behold the power this teddy-bear fabric that wraps you warmth. No longer relegated just to coats - sherpa shoes have been popping up at retailers everywhere, continuing the cozy-craze launched by the pandemic. These shoes are brimming with texture and warmth, create visual interest, all while wrapping your feet in a cozy hug.

Sneakers

Rag & Bone’s retro kicks are what started my descent into sherpa shoes. Even without the sherpa fabric, their classic lines, speckled sole, and muted 70s colourway fit perfectly into my neutral wardrobe. But the addition of sherpa is a chef’s kiss of texture that put these over the top.

Rag & Bone Retro Runner Sneakers

AQUA x Scout the City Teddy High Tops

Converse Chuck 70 Sherpa

Slides & Mules

Lets be honest, I should probably just rename this the Birk’s section. If Rag & Bone’s beige sneakers started my descent into the cozy craze, Birkenstock’s teddy versions all but assured my crash landing to sherpa-land. These just look SO WARM. When I finally spotted them in person at my local Nordstrom, it was instant love. It’s hard to justify a winter sandal, especially in climate, so for now I’ll just keep drooling every time I set my eyes on them.

See by Chloe Gema Loafers

Birkenstock Arizona Big Buckle Shearling

Birkestock Boston Teddy Clogs

Loafers & Flats

Of the three styles I’m shopping for, sherpa loafers and flats are the trickiest to pull off fashion-wise. The placement of the sherpa fabric makes all the difference. That’s what makes these sherpa Mary Janes so special. An of-the-moment shape paired with an of-the-moment fabric make these textured, minimal classics irresistible.

TWVP Curly Fur Mary Jane Flats

Raye Sven Loafer

Age of Innocence Zuri Flat