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  • October 27, 2010

Season Finale: Columbus Day 2010

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

Start to finish: The first reference to Columbus Day was on Sept. 27. The final reference was on Oct. 12. The biggest day for Columbus Day emails was Columbus Day itself, Monday, Oct 11. Retailers sent the majority of their Columbus Day-themed emails after Oct. 9.

Click to view the Columbus Day 2010 retail email distribution curve larger

Most interesting emails: Dick’s Sporting Goods had the most fun with Columbus Day. In an Oct. 11 email with the subject line “Take 14.92% Off Your Order and Discover a World of Savings!” they use the year that Columbus landed in America for their discount and created a kind of skull-and-crossbones with a football and two baseball bats. It’s fun and the offer and call-to-action are very clear.

Click to view this Oct. 11, 2010 Dick’s Sporting Goods email full-sized

Linens ’n Things went in a totally different direction. They were the only major retailer that used cause marketing with their Columbus Day campaign, using it as an occasion to support wounded warriors. They kind of treated Columbus Day like Veteran’s Day, which is very odd—but it certainly stood out.

Click to view this Oct. 11, 2010 Linens ’n Things email full-sized

Standout subject lines:
Linens ’n Things, 10/11 — Support Wounded Warriors with LNT Exclusive!
Dick’s Sporting Goods, 10/11 — Take 14.92% Off Your Order and Discover a World of Savings!
Blair, 10/26 — Discover extra 25% savings today‏

Read previous Columbus Day Season Finales: 2009, 2008, 2007

Explore Columbus Day tag.
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