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  • July 23, 2009

Season Finale: Graduation 2009

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

Start to finish: The first reference to graduation was on Apr. 16 by Bluefly. The final reference was on June 20.

The distribution curve: The biggest day for graduation emails was June 3, followed by Wednesday, May 20. Retailers sent the majority of their graduation-themed emails after May 26.

As in past years, we see graduation messaging falling into two baskets: The first is focused on college grads in the first three weeks of May, while the second is focused on high school grads from late May to mid June.

Click to view the 2009 graduation distribution curve larger

Most interesting email: Graduation messaging is almost always pair with Father’s Day messaging. This June 3 Walgreens email does a great job of addressing both dad and grads with the hero image.

Click to view this June 3, 2009 Walgreens email full-sized

Standout subject lines:
Blue Nile, 5/20 — Free Engraving on Graduation Gifts, Wedding Rings, Charms & More‏
FTD, 5/20 — Honor Your Graduate and Save 15% Sitewide
Walgreens, 6/3 — Great Gifts for Grads and Dads at Walgreens‏

Read previous graduation Season Finales: 2008

Explore Graduation tag.
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