Season Finale: New Year’s 2007
A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to New Year’s was by Oriental Trading on Dec. 5. The last reference was by Drugstore.com on Feb. 4.
The distribution curve: The vast majority of New Year’s emails were sent out between Dec. 26 and Jan. 9. The biggest days were Jan. 2, followed by Jan. 9 and Jan. 1.
Most interesting email: A Jan. 1 email from Overstock was my favorite. They very simply, cleanly and directly tied their products to five common New Year’s resolutions. For each resolution, they highlight four product categories and one product within each product category that would help you fulfill that resolution.
Two other examples of strong resolution-themed emails were a Dec. 28 email from Sephora and a Dec. 27 email from Palm.
Surprises: I was really surprised that Drugstore.com sent a New Year’s-themed email in February, sending the final email of the season on Feb. 4. They also sent the second to last New Year’s email of the season, on Jan. 28. Moreover, the six New Year’s-themed emails that they sent this season all had the same topper, which highlighted five resolutions. They mixed things up slightly with the subject lines and featured different products after the topper, but beginning each email with the exact same graphic—as nice as it was—is just repetitive and makes the content seem old after the first couple of times.
Standout subject lines:
Sephora, 12/28 — NEW YEAR, NEW YOU: Brilliant Beauty Resolutions
Art.com, 1/5 — 20% Off Everything + Tips to Kick Off 2007 in Style
AllPosters, 1/8 — 20% Off Everything + Top 4 NEW STYLE Resolutions
Coldwater Creek, 1/2 — 230 new looks ~ resolve to treat yourself to great style
Spiegel, 12/31 — New Year's Resolution #1: Save up to 75% during our Semi-Annual Sale!
CompUSA, 12/31 — Start the New Year with great UNADVERTISED SAVINGS!
Bluefly, 1/1 — Exclusive New Year's Offer - Extra $20.07 off
To read previous posts about New Year’s emails.
Start to finish: The first reference to New Year’s was by Oriental Trading on Dec. 5. The last reference was by Drugstore.com on Feb. 4.
The distribution curve: The vast majority of New Year’s emails were sent out between Dec. 26 and Jan. 9. The biggest days were Jan. 2, followed by Jan. 9 and Jan. 1.
Most interesting email: A Jan. 1 email from Overstock was my favorite. They very simply, cleanly and directly tied their products to five common New Year’s resolutions. For each resolution, they highlight four product categories and one product within each product category that would help you fulfill that resolution.
Two other examples of strong resolution-themed emails were a Dec. 28 email from Sephora and a Dec. 27 email from Palm.
Surprises: I was really surprised that Drugstore.com sent a New Year’s-themed email in February, sending the final email of the season on Feb. 4. They also sent the second to last New Year’s email of the season, on Jan. 28. Moreover, the six New Year’s-themed emails that they sent this season all had the same topper, which highlighted five resolutions. They mixed things up slightly with the subject lines and featured different products after the topper, but beginning each email with the exact same graphic—as nice as it was—is just repetitive and makes the content seem old after the first couple of times.
Standout subject lines:
Sephora, 12/28 — NEW YEAR, NEW YOU: Brilliant Beauty Resolutions
Art.com, 1/5 — 20% Off Everything + Tips to Kick Off 2007 in Style
AllPosters, 1/8 — 20% Off Everything + Top 4 NEW STYLE Resolutions
Coldwater Creek, 1/2 — 230 new looks ~ resolve to treat yourself to great style
Spiegel, 12/31 — New Year's Resolution #1: Save up to 75% during our Semi-Annual Sale!
CompUSA, 12/31 — Start the New Year with great UNADVERTISED SAVINGS!
Bluefly, 1/1 — Exclusive New Year's Offer - Extra $20.07 off
To read previous posts about New Year’s emails.
Labels: Drugstore.com, New Year's, Overstock, Season Finale
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posted at 9:58 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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