A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to Father’s Day was from Orvis on April 16. The last reference was from the Sportsman’s Guide on June 18.
The distribution curve: Retailers sent the majority of their Father’s Day emails after June 4. The biggest day for Father’s Day emails was Tuesday, June 5, followed by Monday, June 11.
Most interesting email: Home Depot had a solid email on May 31 (Find the Perfect Father's Day Gift & More) that highlighted gifts for different kinds of dads. It also included a fun Mower Mayhem game that promotes products between each round.
Surprises: Omaha Steaks usually gives away a free set of knives and/or burgers with some of its packages. But in a June 11 email (SAVE 69% on the Dad Pack PLUS get a Free TOOL SET...3 Days Only), they upped their relevancy by offering a free tool set with every order as part of a Father’s Day promotion.
Cool tool: In a June 10 email (Ready in 5 - Gifts for Dad!), Sears promoted its Ready in 5 “order online, pick up in store” program. As time ticks down on holiday gift buying, using these types of services to drive customers to stores can give you a competitive edge.
Standout subject lines:
RedEnvelope, 5/22 — Free Father's Day shipping. Earn preferred child status.
RedEnvelope, 6/4 — Why man discovered fire. [promoting grilling products]
MLB, 5/30 — Shop for Dad, your MVP.
FTD, 6/12 — A New Spin on Ties for Father's Day - Mrs. Fields Tie Box Only $19.99!
RadioShack, 6/3 — The SuperDad Gift Guide
NFLshop, 5/15 — Gifts For Dad + Enter To Win Super Dad Sweepstakes
RedEnvelope, 6/6 — Six gadgets no Dad can resist.
Subject lines that stand out for the wrong reasons:
RedEnvelope, 5/29 — Every Dad has his day. Go Ahead, make his.
RedEnvelope has had some subject line gems for sure, but this isn’t one of them. This is a strange combination of a pun on “every dog has his day” (so dog=dad) and Dirty Harry’s famous quote “Go ahead, make my day.” If we make his day, is he going to shoot us? Back to the drawing board.
Brookstone, 5/28 — He's given you his time, love and guidance. Now, pay him back with gifts he'll love
This is a massive 83 characters long! There’s been several studies that show that open rates fall off considerably when subject lines exceed 50-60 characters.
Read previous posts about Father’s Day emails.
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