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  • November 19, 2009

Season Finale: Breast Cancer Awareness Month 2009

A look back on seasonal trends, email activity and standout B2C marketing:

Start to finish: The first reference to Breast Cancer Awareness Month was on Sept. 8. The final reference was on Nov. 12.

The distribution curve: The biggest day for Breast Cancer Awareness Month emails was Monday, Oct. 5, followed by Thursday, Oct. 8. Retailers sent the majority of their Breast Cancer Awareness Month-themed emails after Oct. 11.

Click to view the 2009 Breast Cancer Awareness Month retail email distribution curve larger

Year-over-year comparison: After Breast Cancer Awareness Month references fell 26% last year compared to 2007, this year references rebounded, increasing 60% over last year. This year, references exceeded 2007 levels by 18%, showing a renewed enthusiasm for marketing connected to this cause.

Noteworthy trend: Just as retailers have experimented with black background for Black Friday, they tried pink backgrounds to support their Breast Cancer Awareness Month messaging. For example, Dick’s Sporting Goods used this tactic in an Oct. 8 email with the subject line “Shop Our Pink Ribbon Collection, In-Store and Online‏.”



And Diamond.com used it in an Oct. 5 email with the subject line “Breast Cancer Awareness Month: Smile for a Cure and Save 20%.”

Click to view this Oct. 5, 2009 Diamond.com email full-sized

Standout subject lines:
Ralph Lauren, 10/1 — Show Your Support In Style: Our Latest Fashions From Pink Pony‏
Sports Authority, 10/4 — Make A Statement & Support Breast Cancer Awareness‏
Frederick’s of Hollywood, 10/7 — Get our Pink Ribbon Bra & Support Breast Cancer Awareness.


Read previous Breast Cancer Awareness Month Season Finales: 2008, 2007, 2006

Explore Breast Cancer Awareness Month tag.
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