Season Finale: Breast Cancer Awareness Month 2006
A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to Breast Cancer Awareness Month was from RedEnvelope on Sept. 26. The last reference was from Coldwater Creek on Nov. 3.
The count: The 89 major retailers that we tracked during this period sent out 37 emails about their Halloween sales and products. That’s an average of 0.42 Halloween emails per retailer.
The distribution curve: The vast majority of the emails that featured a Breast Cancer Awareness Month message prominently were sent between Sept. and Oct. 5. After that point, most emails simply included a banner or box on it.
Most interesting emails: From a merchandising point of view, we liked Ralph Lauren’s Oct. 1 email (New Pink Pony Arrivals & Free Shipping), which offered shirts with pink ponies on them. Ralph Lauren already offers its shirts and ponies in a wide range of colors and we thought this was a stylish, yet thoughtful way of raising awareness.
We also really liked Hallmark’s Oct. 12 email (Help Spread the Word About Breast Cancer), which directed folks to a landing page that allowed them to send one of four e-cards to friends and family to help raise awareness about breast cancer. Like many other retailers, they were donating a portion of the proceeds from the sale of certain items to breast cancer research, but the e-cards service is a much more personal and engaging offering.
Standout subject lines:
RedEnvelope, 9/26 — Think Pink - gifts that give twice.
Hallmark, 10/12 — Help Spread the Word About Breast Cancer
Coach, 10/3 — Think Pink-Help Us Support Breast Cancer Awareness
Surprises: The biggest surprise was this email from MLB on Oct. 13 about the Gillette Prostate Cancer Charity Auction. It was the only email we saw about prostate cancer during the month, and we think it was a creative way for MLB and Gillette to leverage the awareness created by Breast Cancer Awareness Month.
Previous emails about Breast Cancer Awareness Month:
10/16 — AM Inbox: Fly metamorphosis
10/12 — AM Inbox: We’re hopping a plane to San Antonio
10/7 — Week-End Trends: Commemorating Breast Cancer Awareness Month
10/2 — AM Inbox: Pink ponies
9/27 — AM Inbox: Thinking pink
Start to finish: The first reference to Breast Cancer Awareness Month was from RedEnvelope on Sept. 26. The last reference was from Coldwater Creek on Nov. 3.
The count: The 89 major retailers that we tracked during this period sent out 37 emails about their Halloween sales and products. That’s an average of 0.42 Halloween emails per retailer.
The distribution curve: The vast majority of the emails that featured a Breast Cancer Awareness Month message prominently were sent between Sept. and Oct. 5. After that point, most emails simply included a banner or box on it.
Most interesting emails: From a merchandising point of view, we liked Ralph Lauren’s Oct. 1 email (New Pink Pony Arrivals & Free Shipping), which offered shirts with pink ponies on them. Ralph Lauren already offers its shirts and ponies in a wide range of colors and we thought this was a stylish, yet thoughtful way of raising awareness.
We also really liked Hallmark’s Oct. 12 email (Help Spread the Word About Breast Cancer), which directed folks to a landing page that allowed them to send one of four e-cards to friends and family to help raise awareness about breast cancer. Like many other retailers, they were donating a portion of the proceeds from the sale of certain items to breast cancer research, but the e-cards service is a much more personal and engaging offering.
Standout subject lines:
RedEnvelope, 9/26 — Think Pink - gifts that give twice.
Hallmark, 10/12 — Help Spread the Word About Breast Cancer
Coach, 10/3 — Think Pink-Help Us Support Breast Cancer Awareness
Surprises: The biggest surprise was this email from MLB on Oct. 13 about the Gillette Prostate Cancer Charity Auction. It was the only email we saw about prostate cancer during the month, and we think it was a creative way for MLB and Gillette to leverage the awareness created by Breast Cancer Awareness Month.
Previous emails about Breast Cancer Awareness Month:
10/16 — AM Inbox: Fly metamorphosis
10/12 — AM Inbox: We’re hopping a plane to San Antonio
10/7 — Week-End Trends: Commemorating Breast Cancer Awareness Month
10/2 — AM Inbox: Pink ponies
9/27 — AM Inbox: Thinking pink
Labels: Breast Cancer Awareness Month, Charity, MLB, Ralph Lauren, Season Finale
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posted at 10:10 AM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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