Are you looking for email newsletter ideas for marketing glasses or sunglasses to your customers?
Because most people change their glasses or sunglasses only once every one to years, you may find yourself wondering what kinds of emails you can send to your customers without seeming spammy and irrelevant.
Fortunately, seasons offer many occasions to send email campaigns to your customers and bring their attention back to your store — and few brands do email marketing better than Warby Parker.
Scroll down to see how Warby Parker capitalizes on seasons to send timely, relevant email newsletters to customers throughout the year.
Table of Contents (Seasons)
Spring
From January through March, Warby Parker focuses on emails that celebrate the new year, the easing of winter and the beginning of spring. As summer is the major season for selling sunglasses, Warby Parker sends many emails about sunglasses to stay top of mind when summer arrives.
| Date | Jan 28, 2022 |
| Subject Line | Spring's around the corner |
| Preheader Text | But new sunglasses are already here! |
| Email Link | Click here |
| Date | Mar 2, 2022 |
| Subject Line | With winter on its way out |
| Preheader Text | These spring frames are ready to shine |
| Email Link | Click here |
Summer
Summer time for Warby Parker is all about sunglasses. Every week from May through July, Warby Parker sends emails centred around travel, the beach and the weather in a bid to spur customers to purchase a pair of sunglasses.
| Date | May 11, 2022 |
| Subject Line | Summer Sun is here |
| Preheader Text | Warm on up already |
| Email Link | Click here |
| Date | Jun 10, 2022 |
| Subject Line | Our summer motto |
| Preheader Text | It's time to find your "It" frame |
| Email Link | Click here |
| Date | Jul 30, 2022 |
| Subject Line | Headed to the beach? |
| Preheader Text | Here's our guide to having good vision |
| Email Link | Click here |
Fall
In the fall, Warby Parker reverts their focus to glasses and contact lenses, positioning them as back-to-school and back-to-work essentials.
| Date | Aug 10, 2022 |
| Subject Line | Introducing Fall 2022 |
| Preheader Text | C'mon, come in! |
| Email Link | Click here |
| Date | Aug 13, 2022 |
| Subject Line | Our kind of school supplies |
| Preheader Text | Get eyewear and eye exams at a shop near you. |
| Email Link | Click here |
Winter
A singular focus on vision health insurance defines Warby Parker's winter email newsletter strategy: they want you to use your FSA (Flexible Spending Account) or HSA (Health Saving Account) to pay for Warby Parker glasses.
As December 31 approaches, their email marketing intensifies to a daily frequency, reminding customers to act before their FSA dollars expire.
| Date | Dec 29, 2021 |
| Subject Line | PSA for FSA |
| Preheader Text | Use it up on prescription eyewear, contacts, eye exams, and more. |
| Email Link | Click here |
| Date | Dec 30, 2021 |
| Subject Line | The countdown is on |
| Preheader Text | Don't let your FSA slip away |
| Email Link | Click here |
Conclusion
Although glasses are a relatively low frequency-of-purchase item, the seasons offer eyewear stores many opportunities to promote products to your customers in a timely, relevant manner.
In the fall, as students return to school, you can think about promoting glasses and contact lenses.
In the winter, with you can remind corporates that they can use their vision health insurance plans to buy glasses.
Spring and summer are all about sun and sunglasses!
As long as you follow Warby Parker's playbook and orient your marketing strategy around the seasons, email marketing should prove an effective way to re-engage your customers!