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  • September 14, 2011

Season Finale: 4th of July 2011

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 Mar. 15. The final reference was on July 9.

The biggest day for 4th of July emails was Monday, July 4. Retailers sent the majority of their 4th of July–themed emails after June 30.

Click to view the 4th of July 2011 retail email distribution curve larger

Most interesting emails: This July 1 J. Jill email has a wonderful understatedness to it that takes you by surprise. The clever minimalism keeps the focus on the offer.

Click to view this July 1, 2011 J. Jill email full-sized

With free shipping becoming more and more expected—especially around holidays—it’s harder to stand out in the inbox with a free shipping offer. In this June 29 email with the subject line “Freedom From Return Fees,” Yoox trumpets a free returns offer, which is definitely different. I wonder if we’ll see more free returns offers this holiday season, when free shipping offers will become even more ubiquitous.

Click to view this June 29, 2011 Yoox email full-sized

Noteworthy trend: A number of retailers seemed to jump the gun on wishing their subscribers a Happy 4th. For Independence Day as with most other holidays, typically retailers wish their subscribers a happy holiday on the day of or the day before. As you can see in these subject lines, retailers started sending their “Happy 4th” well-wishes more than a week ahead of the holiday, perhaps trying to reach folks before they left for the holiday weekend:

Gap, 6/28 — Happy 4th! Up to 70% Off + FREE Shipping Every Day‏
Dell, 6/30 — Happy 4th of July! Enjoy great savings and free shipping on all PCs‏
Sears, 7/1 — Happy 4th of July! Enjoy Free Shipping Now
Foot Locker, 7/1 — Don't Miss Your Chance to Save $15 Online - Happy 4th!

Standout subject lines:
Nordstrom, 6/25 — Effortlessly Cool Looks With Americana Appeal
Ralph Lauren, 6/30 — Show Your Pride With Our Flag Polo
Lands’ End, 6/30 — Oooh... Aaah... Yay! See what all the noise is about...
Lands’ End, 7/2 — Save from sea to shining sea: $40 off $100 including Sale!
Lands’ End, 7/3 — Stars, stripes, even solids! Big savings on everything.‏
Lands’ End, 7/5 — Oh, say can you see, that our sale ends tonight!
Lands’ End, 7/6 — Hurry! The last sparks are falling on the Stars & Stripes Savings Event

Subject lines that stand out for the wrong reasons:
JCPenney, 7/3 — FIREWORKS SALE!
What?! JCPenney is selling fireworks? Oh…no, they’re not. Umm, perhaps this subject line could have been more clear.

Read previous 4th of July Season Finales: 2010, 2009, 2008, 2007

Explore 4th of July tag.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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