Father’s Day is this Sunday and we wanted to share with you some tips for email marketing campaigns that work for last minute shoppers. We know it’s only five days away, but for this particular holiday, that’s perfect!
Father’s day is not the same as Mother’s day. While everyone worries about flowers, gifts, and setting up that perfect brunch for Mom, nobody thinks about Dad until the last minute. It may take a TV commercial, a store display, or an email marketing campaign to remind them that “Oh this Sunday is Father’s Day!”
Research has shown that Father’s Day isn’t planned months in advance. Last year, almost 50% of all Father’s Day email revenue was received in the same week as Father’s Day. In fact, Father’s Day itself had the highest revenue, accounting for 11% of total Father’s Day email marketing revenue. (Source: Experian)
So this means that the best time to market to your customers with a Father’s Day email marketing campaign is now!
Father’s Day will be celebrated this Sunday, June 21st in the US, UK, Canada and 82 other countries in Europe, Latin America, Africa, and Asia. Sales this year in the US alone are expected to exceed $13 Billion and as much as 60% will be online.
Consumers scramble for hours looking for Father’s Day gifts and you want to be there for them. And remember! ‘Last minute’ shoppers spend more than the average early bird shoppers. So let’s do this together and make those dads happy around the world!
In the Northern Hemisphere, Father’s Day also corresponds with the start of Summer. Keep this in mind and promote the products that dads will enjoy most while relaxing and enjoying the sun. Fishing gear, sports and beach clothing, BBQ’s and golf are traditionally the most popular categories.
In the Southern Hemisphere things are a little different. Consumers in Latin America will want umbrellas, rain coats, and mud boots for this heavy rainy season. Customers further south will make their fathers happy with ski equipment and snow clothes just in time for this weekend’s opening of Chilean and Argentinean ski resorts this weekend.
Show Dad you really love him. One study showed that adding “love” to the subject line of your Father’s Day email can boost transaction rates as much as 300% compares to boring, loveless emails. What are some other great words to use in your Father’s Day subject lines? Try mixing and matching words like Deals, Free Shipping, Coupon, Save, Exclusive Offer, Free Gift, 50% Off, the Perfect Gift, Order Now for Father’s Day, etc.
Try to create the urgency of the upcoming holiday and at the same time let them know you are there to deliver. Offer free shipping on time for Father’s Day.
Keep in mind that Father’s Day is a time for families. Try family friendly campaigns and offers, like, “Dads eat free on Father’s Day!”
Last year Father’s Day web searches on the week of the holiday generated 250% of the searches the week before. Take advantage of this and tie in your Father’s Day email marketing campaign efforts with social media and blogging about Father’s Day.
Father’s Day is also a great time to use humor and nostalgia. Kids always remember the fun times they had with their dads and think of them as superheroes. Play with this and have fun with your Father’s Day emails.
We have created some special new email templates just for this Father’s Day. Create a new Email Campaign today and see if these new holiday email templates fit your goals for this Father’s Day’s email marketing campaigns.
And above all, have a Happy Father’s Day!
There seems to be a lot of criticism these days about the proliferation of holidays, the earlier and earlier starting times of the holiday decorations, and the corporate takeover of our beloved traditions. But to this we say, “Who doesn’t love another party?” More holidays just means more reason to party, so if starting the celebration early is wrong, we don’t want to be right! Sure it seems a bit much that folks keep starting their Black Friday sales earlier every year but, personally, we can’t wait ‘til that not too distant future when we can get our Christmas shopping done in August! That’ll just give us more free time to deep fry our Thanksgiving turkey and start searching for a Christmas tree so big it’ll put the Rockefeller plaza to shame. The spirit of the holiday season has always been one of inclusion, warmth and the spreading of good cheer. So instead of nay-saying the addition of something like Cyber Monday, let’s treat it like the beginning of a new tradition and give ourselves another reason to break out the Egg Nog and party! We say the more the merrier so let’s all start celebrating each other’s holidays and turn the year in to one long holiday! And that, to quote Cousin Eddie from National Lampoon’s Christmas Vacation, is the gift that keeps on giving.