Season Finale: Earth Day 2009
A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to Earth Day/Week/Month was on Apr. 12 by Kohl’s. The final reference was on Apr. 23 by Office Depot.
The distribution curve: The biggest day for Earth Day emails was Earth Day itself, Apr. 22. Retailers sent the majority of their Earth Day -themed emails after Apr. 20.
Just like last year, there were many references to eco-friendly products and initiatives without a definitive reference to Earth Day. I’ve included those references in the chart below to give you a better impression of overall Earth Day messaging trends.
It’s also worth noting that this year Earth Day references began about two weeks later than last year and ended a few days earlier as well. Overall there were considerably fewer references to Earth Day this year. It’s not immediately clear why that is.
Most interesting emails: Retailers took a variety of approaches to Earth Day messaging. For example, Kohl’s had one of the best emails that was dedicated to branding themselves green. In an Apr. 12 email, they list out some of the things they’re doing to reduce waste and energy consumption and the call-to-action sends subscribers to their Kohl’s Green Scene website where they can learn more about what Kohl’s is doing.
Bed Bath & Beyond had the best email dedicated to a single product. In an Apr. 15 email with the subject line “A pure earth begins with PUR water,” they make a strong case for using Pur water filtering products instead of buying bottled water.
In an Apr. 16 email, REI focuses on their eco-conscious products, featuring a sleeping bag that’s made from 100% recycled material, but also linking to three other product categories. Like several other retailers, REI promotes a reusable tote; however, they’re unique spin is that they’re offering it as an incentive for co-op members to redeem their dividends. That messaging goes perfectly with a secondary call-to-action to join the co-op.
Just as they did in their Earth Day email last year (see Apr. 22, 2008 AM Inbox), Home Depot attacks Earth Day from several different fronts. The primary message is a 10% discount on Energy Star appliances, but it also includes a teaser for 25 ways to go green, information about a workshop on Eco Options, and a giveaway of CFL light bulbs and water aerators. While this email covers a lot of ground, it’s more streamlined than last year’s.
Standout subject lines:
Home Depot, 4/16 — 25 Ways To Go Green + 10% Off Energy Star Appliances
REI, 4/16 — Eco-Conscious Gear and Clothing from REI, The North Face and more
Bed Bath & Beyond, 4/15 — A pure earth begins with PUR water.
Wal-Mart, 4/18 — Save on Earth-Friendly Products and Go Green
Office Depot, 4/21 — Save The Earth - Go Green
Petco, 4/22 — PETCO Celebrate Earth Day with 10% Off and Eco-Friendly Products!
Read previous Earth Day Season Finales: 2008
Explore Earth Day tag.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Start to finish: The first reference to Earth Day/Week/Month was on Apr. 12 by Kohl’s. The final reference was on Apr. 23 by Office Depot.
The distribution curve: The biggest day for Earth Day emails was Earth Day itself, Apr. 22. Retailers sent the majority of their Earth Day -themed emails after Apr. 20.
Just like last year, there were many references to eco-friendly products and initiatives without a definitive reference to Earth Day. I’ve included those references in the chart below to give you a better impression of overall Earth Day messaging trends.
It’s also worth noting that this year Earth Day references began about two weeks later than last year and ended a few days earlier as well. Overall there were considerably fewer references to Earth Day this year. It’s not immediately clear why that is.
Most interesting emails: Retailers took a variety of approaches to Earth Day messaging. For example, Kohl’s had one of the best emails that was dedicated to branding themselves green. In an Apr. 12 email, they list out some of the things they’re doing to reduce waste and energy consumption and the call-to-action sends subscribers to their Kohl’s Green Scene website where they can learn more about what Kohl’s is doing.
Bed Bath & Beyond had the best email dedicated to a single product. In an Apr. 15 email with the subject line “A pure earth begins with PUR water,” they make a strong case for using Pur water filtering products instead of buying bottled water.
In an Apr. 16 email, REI focuses on their eco-conscious products, featuring a sleeping bag that’s made from 100% recycled material, but also linking to three other product categories. Like several other retailers, REI promotes a reusable tote; however, they’re unique spin is that they’re offering it as an incentive for co-op members to redeem their dividends. That messaging goes perfectly with a secondary call-to-action to join the co-op.
Just as they did in their Earth Day email last year (see Apr. 22, 2008 AM Inbox), Home Depot attacks Earth Day from several different fronts. The primary message is a 10% discount on Energy Star appliances, but it also includes a teaser for 25 ways to go green, information about a workshop on Eco Options, and a giveaway of CFL light bulbs and water aerators. While this email covers a lot of ground, it’s more streamlined than last year’s.
Standout subject lines:
Home Depot, 4/16 — 25 Ways To Go Green + 10% Off Energy Star Appliances
REI, 4/16 — Eco-Conscious Gear and Clothing from REI, The North Face and more
Bed Bath & Beyond, 4/15 — A pure earth begins with PUR water.
Wal-Mart, 4/18 — Save on Earth-Friendly Products and Go Green
Office Depot, 4/21 — Save The Earth - Go Green
Petco, 4/22 — PETCO Celebrate Earth Day with 10% Off and Eco-Friendly Products!
Read previous Earth Day Season Finales: 2008
Explore Earth Day tag.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: Bed Bath and Beyond, Earth Day, Home Depot, Kohl's, REI, Season Finale
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posted at 4:49 PM 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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