Start to finish: The first reference to St. Patrick’s Day was on Jan. 30 from Oriental Trading. The last reference was on March 17 from Bloomingdale’s.
The distribution curve: The vast majority of St. Patrick’s Day-themed emails arrived during the week of St. Patrick’s Day. The biggest single day was Friday, March 16, the day before St. Patrick’s Day, when 6 St. Patrick’s Day emails were sent.
Surprises: St. Patrick’s Day is a holiday with personality. It’s not Labor Day. But there were two emails that referenced St. Patrick’s Day in a half-baked, lazy fashion. The first was from Bluefly. The March 16 email used the subject line “Top Of The Mornin' To Ya...,” but didn’t carry through and have any kind of reference to the holiday in the body of the email.
The other email was sent by Finish Line on March 15. The email simply used a green “free shipping” banner with some four-leaf clovers to top off an otherwise typical email for them—no selection of green shoes; no shoes endorsed by players on the Boston Celtics. The subject line, “Free Shipping on New Shoes Arriving Daily,” contained no reference to or even a pun on St. Patrick’s Day.
Noteworthy trend: Retailers had a lot of fun with lucky number 7. Overstock offered subscribers a 7% off coupon in a March 15 email with the subject line “Happy St. Patty's Day - Collect your Lucky 7% Off Coupon!” DisneyShopping thought that 7 wasn’t quite lucky enough when it comes to discounts, so it upped it to 17 in a March 15 email with the subject line “St. Patrick's Day Savings -- Extra 17% Off Newly Reduced Prices!” And JC Whitney also played off the number 7, promoting its $7.77 sale, among other Irish-themed promotions, in a March 16 email with the subject line “Press Your Luck!”
Standout subject lines:
Overstock, 3/15 — Happy St. Patty's Day - Collect your Lucky 7% Off Coupon!
DisneyShopping, 3/15 — St. Patrick's Day Savings -- Extra 17% Off Newly Reduced Prices!
Impromptu Gourmet, 3/16 — Last Day of 4 Days of Luck: Artisan Pizza Sampler
MLB, 2/27 — Head to the parade in our special St. Patrick's Day gear.
Lillian Vernon, 2/18 — Flat Rate Shipping just $3.98? Must be the Luck O' the Irish!
1-800-Flowers.com, 3/14 — 3 days left to save some green for St. Patrick’s Day!
To read previous posts about St. Patrick’s Day emails, click here.
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