Start to finish: The first reference to Breast Cancer Awareness Month was on Aug. 30. The final reference was on Nov. 5.
The biggest day for Breast Cancer Awareness Month emails was Oct. 1. Retailers sent the majority of their Breast Cancer Awareness Month-themed emails after Oct. 8.
Most interesting emails: In recent years, most of the retailers that have supported Breast Cancer Awareness Month have done so by selling pink merchandise and donating a percentage of the proceeds to research and support organizations. But this year Breast Cancer Awareness Month messaging was considerably more diverse. For instance, while Sports Authority was selling a variety of pink ribbon products, they made those products more relevant and more tightly linked to the issue of breast cancer by pairing them with educational material about how nutrition and exercise can reduce your risk. Here’s the email…
…and here’s the landing page:
And Ralph Lauren’s campaign—which used the subject line “Show Your Support With Pink Pony & Paperless Post Hope Cards”—had a nice viral component to it whereas they’ve had four web personalities create a collection of e-cards at Paperless Post. The designs include a call-to-action for the recipient to donate to Ralph Lauren’s Pink Pony Fund.
Standout subject lines:
Sports Authority, 10/1 — Sport Your Pink - Learn More and Show Your Support!
Coach, 9/30 — Pretty in pink for a great cause.
Ann Taylor, 9/30 — Giving Back Is Always In Style...
Harry & David, 10/1 — Pink Pears - join us in supporting cancer research.
Buy.com, 10/9 — PINK ISN'T JUST A PRETTY COLOR
Read previous Breast Cancer Awareness Month Season Finales: 2010, 2009, 2008, 2007, 2006
Explore Breast Cancer Awareness Month tag.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked
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