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  • March 26, 2008

Season Finale: St. Patrick's Day 2008

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

Start to finish: The first reference to St. Patrick’s Day was on Jan. 24 from Lillian Vernon. The final reference was on March 20 from Art.com.

The distribution curve: The biggest day for St. Patrick’s Day emails was St. Patrick’s Day itself, March 17. Nearly a third of St. Patty’s Day emails were sent on that day. Retailers sent the majority of St. Patrick’s Day-themed emails after March 13.

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Most interesting email: In a March 6 email with the subject line “10 Gifts of Good Luck for St. Patrick's Day,” RedEnvelope presented a nice range of 10 St. Paddy’s Day gifts. Would seven gifts be luckier than 10? Perhaps. But 10 is always a nice number.

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Noteworthy trend: As in the past, there were several retailers that gave a little nod to St. Patrick’s Day by adding some green to their email designs, but didn’t go full bore with leprechauns and clovers. This March 14 Staples email is a great example, but RitzCamera, Bluefly and Avon (complete with green-eyed model) were among others that went green with their email designs. With the official start of spring happening just after St. Patrick’s Day, some of them used green in conjunction with spring promotions.

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Unexpected relevance: St. Patrick’s Day is known for two things: wearing green and downing a pint. Sharper Image was hoping to catch people with the latter was top of mind with this March 17 email with the subject line “FREE SHIPPING on a D.U.I. Breath Test or Any $100 Order.” With the exception of possibly New Year’s Day, I can’t think of another day of the year when people might be more receptive to this product.

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Standout subject lines:
DisneyShopping, 3/17 — Your Luck Has Struck! 30% Off Sitewide Extended 1 More DayChadwick’s, 3/17 — 99¢ Shipping is Back! Your Luck Is Looking Up!
SmartBargains, 3/17 — Today's your lucky day. 17% off (or more!) & ship for free.Norm Thompson, 3/14 — St. Patrick gives you FREE SHIPPING!Oriental Trading, 1/29 — Save some green for St. Patrick's Day

Read previous St. Patrick’s Day Season Finales: 2007

Read previous posts about St. Patrick’s Day emails.
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