Season Finale: 4th of July 2009
A look back on seasonal trends, email activity and standout B2C marketing:
Start to finish: The first reference to the 4th of July was on June 2 by Oriental Trading. The final reference was on July 12.
The distribution curve: The biggest day for 4th of July emails was July 4 itself, followed by July 5. Retailers sent the majority of their Independence Day-themed emails after July 1.
Most interesting emails: The 4th of July screams for animated gifs and HPshopping delivers a fun one in this June 28 email. Fingerhut and Lands' End also used animated fireworks in their 4th of July emails.
Lillian Vernon applied a “12 Deals of Christmas” spin to their 4th of July campaign, sending 4 days of deals.
Similar to the progressive coupon that they used for their St. Patrick’s Day promotion (see Mar. 17 AM Inbox), Overstock sent in this July 3 email a coupon that earns you an even better coupon when you use it and potential third even better coupon after that. Overstock uses a pretty tight calendar during which these coupons can be used. I wonder if this kind of coupon scheme could work over a longer timeframe stretching over several holidays—for instance, a Halloween coupon that, if used, gets you a better Thanksgiving coupon that, if used, gets us an even better Christmas coupon.
Interesting landing pages: As part of their 4th of July campaign, Overstock included some trivia questions in a July 4 email. The interesting thing is how the landing page displayed the answers, interspersing them with products.
Noteworthy trend: Some of the focus that we saw on military families and charities during Memorial Day promotions reappeared during this year’s Independence Day campaigns (see Memorial Day 2009 Season Finale). In a July 3 email, Sears promoted their Heroes at Home charity
And in a July 3 email, Home Depot once again promoted a 10% military discount.
Standout subject lines:
Orvis, 6/22 — 25 patriotic styles to show your colors this 4th of July.
Cooking.com, 6/30 — Made in the USA - We pay Uncle Sam!
Oriental Trading, 7/2 — Independence Weekend Special - 17.76% off ANY order
Urban Outfitters, 7/2 — Liberty, justice & long weekends for all...
Bloomingdale’s, 7/5 — Fireworks Are Over But 40% Off Continues!
Read previous 4th of July Season Finales: 2008, 2007
Explore 4th of July 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 the 4th of July was on June 2 by Oriental Trading. The final reference was on July 12.
The distribution curve: The biggest day for 4th of July emails was July 4 itself, followed by July 5. Retailers sent the majority of their Independence Day-themed emails after July 1.
Most interesting emails: The 4th of July screams for animated gifs and HPshopping delivers a fun one in this June 28 email. Fingerhut and Lands' End also used animated fireworks in their 4th of July emails.
Lillian Vernon applied a “12 Deals of Christmas” spin to their 4th of July campaign, sending 4 days of deals.
Similar to the progressive coupon that they used for their St. Patrick’s Day promotion (see Mar. 17 AM Inbox), Overstock sent in this July 3 email a coupon that earns you an even better coupon when you use it and potential third even better coupon after that. Overstock uses a pretty tight calendar during which these coupons can be used. I wonder if this kind of coupon scheme could work over a longer timeframe stretching over several holidays—for instance, a Halloween coupon that, if used, gets you a better Thanksgiving coupon that, if used, gets us an even better Christmas coupon.
Interesting landing pages: As part of their 4th of July campaign, Overstock included some trivia questions in a July 4 email. The interesting thing is how the landing page displayed the answers, interspersing them with products.
Noteworthy trend: Some of the focus that we saw on military families and charities during Memorial Day promotions reappeared during this year’s Independence Day campaigns (see Memorial Day 2009 Season Finale). In a July 3 email, Sears promoted their Heroes at Home charity
And in a July 3 email, Home Depot once again promoted a 10% military discount.
Standout subject lines:
Orvis, 6/22 — 25 patriotic styles to show your colors this 4th of July.
Cooking.com, 6/30 — Made in the USA - We pay Uncle Sam!
Oriental Trading, 7/2 — Independence Weekend Special - 17.76% off ANY order
Urban Outfitters, 7/2 — Liberty, justice & long weekends for all...
Bloomingdale’s, 7/5 — Fireworks Are Over But 40% Off Continues!
Read previous 4th of July Season Finales: 2008, 2007
Explore 4th of July tag.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: 4th of July, Animation, Home Depot, HP, Landing Pages, Overstock, Sears, Season Finale
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posted at 9:24 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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