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  • May 18, 2010

Season Finale: Easter 2010

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

Start to finish: The first reference to Easter was on Jan. 17. The final reference was on Apr. 5.

The biggest day for Easter emails was Friday, Apr. 2, the last weekday before Easter. Retailers sent the majority of their Easter-themed emails after Mar. 22.

Click to view the Easter 2010 retail email distribution curve larger

Most interesting emails: I’m a big fan of Harry & David’s use of animated gifs. This Mar. 22 email, with the subject line “Ear-resistible! Exclusive Easter Gifts They'll Love ...,” should be added to their list of animated gif hits. It works in several ways: First, the ears poke up into the header area, which is unusual and should really get folks’ attention. It actually pokes so far up into the header that they made the header a little taller to accommodate the ears. For me, it’s a faint echo of HP’s Ginormica email (see 2009 Design Hall of Fame). Second, the animation brings your eye down the email, enticing you to scroll. And third—and perhaps most importantly—it makes me want to emulate the animation and eat one of these bunnies myself.

Click to view this Mar. 22, 2010 Harry & David email full-sized

Here’s the animated portion of this email:

Animated portion of Mar. 22, 2010 Harry & David email

Toys “R” Us put a bigger emphasis on Easter sales this year, running a daily deals series of emails and using a Easter-themed header for many of their emails. Christmas-themed headers are not unusual, but Easter ones are and Toys “R” Us’s emails really stood out because of this design tactic.

Click to view this Easter header from a Toys R Us email full-sized

Multichannel tactics: In this Mar. 23 email, with the subject line “You're Invited! 3D Easter Adventure, Sat. 12 – 2pm. FREE Giveaways & More!” Toys “R” Us promoted a 3D Easter Adventure featuring Crayola products. It’s a nice way to engage parents and kids with some free Easter fun and expose them to Crayola’s new 3D products. There seemed to be few retailers having any kind of Easter events to store drive traffic.

Click to view this Mar. 23, 2010 Toys R Us email full-sized

Standout subject lines:
Harry & David, 3/5 — 1st Peep: NEW Easter Gifts!
Lillian Vernon, 3/3 — You Don't Have to Hunt for These Easter Deals
Harry & David, 3/26 — Get sHOPpin' ... LAST DAY for Standard Delivery + Offer Inside

Read previous Easter Season Finales: 2009, 2008, 2007,

Explore Easter tag.
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