Season Finale: Easter 2009
A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to Easter was on Jan. 20 by Lillian Vernon. The final reference was on Apr. 12.
The distribution curve: The biggest day for Easter emails was Apr. 10, followed by Easter Day itself, Apr. 12. Retailers sent the majority of their Easter-themed emails after Mar. 29.
Seasonally adjusted for 2010: Next year Easter is on April 4, one week earlier than this year. To help you better plan your next Easter campaign, I’ve seasonally adjusted this year’s distribution curve to account for next year’s Easter timing.
Most interesting emails: A pair of Easter egg hunt-themed emails really stood out. In an Apr. 7 email with the subject line “Find the Easter egg and save,” Blair promotes a browse-based Easter egg hunt coupon scheme. The idea is that you clickthrough and after browsing for a while you’re rewarded with a coupon that pops up in a click-activated egg. It’s a fun way to encourage browsing. This setup is very similar to the Easter egg hunt campaign that DisneyShopping ran last year (see Mar. 24, 2008 AM Inbox), but did not repeat this year.
And with this Apr. 10 email, PC Connection joined Blair in running an Easter egg hunt.
Here’s the landing page for PC Connection’s egg hunt:
Standout subject lines:
Hallmark, 4/1 — Sweet new Easter ideas for your somebunnies
Blair, 4/7 — Find the Easter egg and save.
Toys “R” Us, 4/7 — Ultimate Easter Basket Giveaway - Enter for a Chance to Win!
Harry & David, 4/9 — THIS SUNDAY is Easter! We can STILL Guarantee they'll get your gift.
Crate & Barrel, 3/31 — Hop to it...Easter is 4/12. Save 15% on your next purchase.
Read previous Easter Season Finales: 2008, 2007
Explore Easter tag.
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SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Start to finish: The first reference to Easter was on Jan. 20 by Lillian Vernon. The final reference was on Apr. 12.
The distribution curve: The biggest day for Easter emails was Apr. 10, followed by Easter Day itself, Apr. 12. Retailers sent the majority of their Easter-themed emails after Mar. 29.
Seasonally adjusted for 2010: Next year Easter is on April 4, one week earlier than this year. To help you better plan your next Easter campaign, I’ve seasonally adjusted this year’s distribution curve to account for next year’s Easter timing.
Most interesting emails: A pair of Easter egg hunt-themed emails really stood out. In an Apr. 7 email with the subject line “Find the Easter egg and save,” Blair promotes a browse-based Easter egg hunt coupon scheme. The idea is that you clickthrough and after browsing for a while you’re rewarded with a coupon that pops up in a click-activated egg. It’s a fun way to encourage browsing. This setup is very similar to the Easter egg hunt campaign that DisneyShopping ran last year (see Mar. 24, 2008 AM Inbox), but did not repeat this year.
And with this Apr. 10 email, PC Connection joined Blair in running an Easter egg hunt.
Here’s the landing page for PC Connection’s egg hunt:
Standout subject lines:
Hallmark, 4/1 — Sweet new Easter ideas for your somebunnies
Blair, 4/7 — Find the Easter egg and save.
Toys “R” Us, 4/7 — Ultimate Easter Basket Giveaway - Enter for a Chance to Win!
Harry & David, 4/9 — THIS SUNDAY is Easter! We can STILL Guarantee they'll get your gift.
Crate & Barrel, 3/31 — Hop to it...Easter is 4/12. Save 15% on your next purchase.
Read previous Easter Season Finales: 2008, 2007
Explore Easter tag.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: Blair, Easter, PC Connection, Season Finale
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posted at 2:30 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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