Valentine’s Day is almost upon us and that means two things:

  1. I need to hurry up and figure out what I’m going to do for my wife to make the day special. :)
  2. Email marketers are sending out a flurry of Valentine’s Day Themed emails.

When it comes to email marketing, pairing your content with a larger broad-reaching theme is a great way to make the email more timely and relevant. We truly see this all your long as holiday’s pop-up on the calendar whether it is St. Patrick’s Day, Halloween, Christmas, etc, etc. We even see it for other big events such as the Super Bowl, Oscars, etc, etc.

As I always say, when it comes to email marketing “content is king”. But, of course, good content is always relative too what your audience is thinking about and that is why these holidays are so helpful. Essentially, it is our big clue about what is going on in the minds of our contacts. If we know what they are thinking about, then we can tailor our message better to them!

It would be hard for someone to have made it through the first few weeks of February without knowing that Valentine’s Day was coming up. Sure it might not be as big as some of the other holidays, but it’s still all over the mass media ensuring it doesn’t slip by unnoticed. In case you need more evidence, you can look at the Google Search Trends for “Valentine’s Day”:

Google Trends Valentine's Day 2012

As expected, we observed a large sending volume increase for merchants selling really on-theme items such as chocolates and flowers. That happens every year, so it comes as no surprise. This year we also saw a much more active hospitality industry, specifically hotels and restaurants/bars. Many hotels were sending out special Valentine’s Day get-a-way promotions and many food establishments were promoting their special holiday menus and offering coupons to be redeemed on Valentine’s Day only.

Other organizations also jumped on the Valentine’s Day theme even if they weren’t selling anything directly related to the holiday. It has been a common thing over the past week to see cupid, hearts and other Valentine’s Day imagery in emails from all types of companies. We also saw many themed promotions, even if the items being sold really had nothing to do with the holiday. Again, it comes down to knowing what your audience is thinking and being more relevant!

When emails are more relevant, we generally see an increase in engagement (opens/clicks) and the 2012 Valentine’s Day season has been no different. Contacts seem to be much more eager to open and engage with emails that tie into the theme of the day.

One thing we noticed this year is businesses scheduling “last minute” Valentine’s Day email campaigns sending either today or tomorrow morning. This way if people on their mailing list were procrastinating and waiting until the final minute to plan something, that email sitting in their inbox can solve the problem and come to the rescue!

Read our full press release here:

Happy Valentine’s Day!

Valentine's Day Email Marketing

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