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  • July 28, 2011

Season Finale: Father's Day 2011

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

Start to finish: The first reference to Father’s Day was on Mar. 24. The final reference was on June 23.

The biggest day for Father’s Day emails was Friday, June 10. Retailers sent the majority of their Father’s Day-themed emails after June 7.

Click to view the Father’s Day 2011 retail email distribution curve larger

Most interesting emails: In a June 8 email with the subject line “Dads: This Email is Not For You, Please Forward It To Your Family.” Foot Locker is trying to reach the family members of the dads on their email list. The forwarding request is right up there in the subject line, which really stood out. Of course, the other thing going for this subject line is that when people tell you not to do something, your first impulse is to do just that, so dads should be more likely to open this email.

Click to view this June 8, 2011 Foot Locker email full-sized

In a June 5 email, NFLshop used two calls-to-actions right next to each other that linked to the same landing page. The first is your standard “Shop Now” CTA, whereas the second “Be the First to Own It” CTA conveys urgency and exclusivity. On one hand, it’s like they’re A/B testing the two CTAs in the same email; but on the other, they might want to keep both because they appeal to different kinds of subscribers. It’s a novel tactic.

Click to view this June 5, 2011 NFLshop email full-sized

In a June 3 email with the subject line “What happens in your cave, stays in your cave,” Dell puts a twist on the traditional “Get what you really wanted” messaging that arrives after holidays like Christmas. This “Get what you want” email says why wait till June 19 when you can have it now.

Click to view this June 3, 2011 Dell email full-sized

Standout subject lines:
Bed Bath & Beyond, 6/2 — Anti-necktie Father's Day gifts PLUS $15 off $75 or more online coupon!‏
Brookstone, 6/2 — Boost your father’s cool factor….
Williams-Sonoma, 6/6 — Top 5 Gifts Selected by the Dads of Williams-Sonoma‏
JCPenney, 6/7 — Your Top Pop Shop!
Foot Locker, 6/8 — Dads: This Email is Not For You, Please Forward It To Your Family.
Lands’ End, 6/9 — Hurry & we won't tell dad you saved 30% + Free Shipping‏
Hallmark, 6/9 — Have you found the perfect card for Dad?
Barnes & Noble, 6/10 — The Most Acclaimed eReader for the Most Acclaimed Dad. Yours.
Barnes & Noble, 6/17 — Father's Day is Sunday -- Get NOOK Wrapped FREE in Store!‏

Subject lines that stand out for the wrong reasons:
Staples, 6/13 — Found: the perfect gifts for dads and grads.
It reads a bit too much like a “found dog” leaflet.

Read previous Father’s Day Season Finales: 2010, 2009, 2008, 2007

Explore Father’s Day tag.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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