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  • June 1, 2011

Season Finale: Easter 2011

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

Start to finish: The first reference to Easter was on Feb. 20. The final reference was on May 1.

The biggest day for Easter emails was Easter itself, Sunday, Apr. 24, followed by Monday, Apr. 18. Retailers sent the majority of their Easter-themed emails after Apr. 12.

Click to view the Easter 2011 retail email distribution curve larger

Most interesting emails: In past years, retailers have run “Easter egg hunts” on their websites, revealing discounts when shoppers browse certain pages or a certain number of pages. This year Old Navy brought the concept into stores using QR codes, as promoted in this Apr. 21 email. They’ve place 15 QR codes around their stores, presumably to highlight certain merchandise, and are doling out discounts and rewards for each code a shopper scans with their smartphone. This is the first time I’ve seen a major retailer mention QR codes in their emails in any way.

Click to view this Apr. 21, 2011 Old Navy email full-sized

In a Mar. 28 email with the subject line “Cookware for the Perfect Easter Brunch‏,” Williams-Sonoma took a product that they sell year-round and made it seasonally relevant through copywriting, recipe content and décor promotions.

Click to view this Mar. 28, 2011 Williams-Sonoma email full-sized

While no creative masterpiece, this Apr. 1 Lillian Vernon email was the only April Fools email with a tie-in to Easter. For that reason alone, it stood out.

Click to view this Apr. 1, 2011 Lillian Vernon email full-sized

Standout subject lines:
Toys “R” Us, 4/23 — Happy Easter… Hop in, We’re Open 10am - 7pm. Save 35% on Wii Remotes Plus More Deals, Sun. April 24 Only!
Cooking.com, 4/21 — Top 10 Easter Egg Recipes + More‏
Toys “R” Us, 4/13 — You’re Invited to Our 3D Easter Adventure! Sat. 12-2pm Free Giveaways & More!‏
Buy.com, 4/6 — Easter is April 24th. Save BIG on Gift Baskets, Necklaces, Champagne and,..
J. Crew, 4/2 — perfect for party hopping (plus, free shipping)
Williams-Sonoma, 3/31 — Extraordinary Sweets for A Less Ordinary Easter‏
Williams-Sonoma, 3/21 — Surprises Inside: Our Candy-Filled Egg Makes A Great Gift‏

Subject lines that stand out for the wrong reasons:
Lillian Vernon, 4/24 — Kids out Easter egg hunting? We've found an Easter treat for you!‏
Lillian Vernon has always struck me as a very family-oriented brand, so this subject line was a bit shocking. Why wouldn’t you be out with your kids Easter egg hunting? Surely you’re not missing that family time to shop.

Read previous Easter Season Finales: 2010, 2009, 2008, 2007

Explore Easter tag.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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