Valentine’s Day Email Campaigns: 4 Things You Need to Know to Do Them Right
Saint Valentine’s Day is a day with rich history behind it. It’s also one of the most popular holidays among people of all ages. By the number of greetings cards sent each year, it’s second only to Christmas. There’s no way your business can ignore Valentine’s Day, especially if you’re in retail, restaurant, floral industry, or something of a kind. Valentine’s Day-themed email campaigns can sometimes be too much for users to handle.
When your subscribers inboxes are overflowing with celebratory emails sent by every other company they have ever engaged with, “Spam” and “Unsubscribe” buttons are clicked rather often. Here are some St. Valentine’s Day email marketing ideas, tips and tricks to help you make customers fall in love with your emails... and your business. Use these, and you won’t fall victim to the holiday turmoil.
ToDo List for Your Valentine’s Day Marketing Strategy
- Segment your email list
- Schedule your emails
- Create your special Valentine’s Day-themed email design and content
- Add catchy Valentine's Day email subject lines
Your Valentine’s Day email campaigns can run as long as you want them to, don’t restrict yourself with February, 14. That said, don’t focus on what you want to say in those emails. Think about the things your customers need. Better yet, do some research and apply the knowledge you get about your audience.
The way you segment your Valentine’s Day email list will depend on the data you have, and the way you use this data. Just for example, you can segment your email list by:
Sex/Gender: If feasible, target your male and female customers with different Valentine’s Day emails.
- Engagement: try to ‘wake up’ inactive subscribers during the festive campaign. Discounts can be a good reactivation tactic.
- Preferences: in your emails, use different calls to action to lead your customers to the categories they will be interested in. Monitor what links are clicked more often. This will help you segment customers by their preferences and drive results.
- Age: a couple of 50-year-olds will most probably celebrate this particular day differently from barely-of-age teenagers. Hence, the emails to both groups need to be different too.
A good way to avoid annoying your customers is to offer them to opt out of your holiday campaigns without unsubscribing completely. In your emails, add a link like this: “I prefer looking for presents myself and don’t want to receive holiday-themed emails.” This way, you’ll be able to remove the partial unsubscribers from your holiday campaigns mailing list and not bother them with festive emails.
Love is in the air, as spotted by John Paul Young. Valentine’s Day email ideas need to be light and delicate, just like air. To remind your subscribers about the most romantic day of the year, empower your campaign with ideas on how to surprise their partners, find a perfect present. After the big day, don’t forget to ask how it all went.
Remind your customers about Valentine’s Day around the beginning of February
Send an email to all your subscribers, remind them that Valentine’s Day is close. In your first Valentine Day-themed email, throw in a couple ideas for gifts and activities for February, 14.Add about 3 call to action buttons, each describing a certain idea. Don’t forget to track clicks on each CTA button — this will help you plan your future emails based on each recipient’s CTA clicks in your email. Alternatively, c a survey to find out how users are planning to spend the day, this will help you understand them better.
Send emails based on the CTA clicks
For your next emails, segment your customers based on their clicks in the first email. Add a description and a suggestion on how to give the gift. Keep in mind that Valentine’s Day is not just about lovers. Single people also like to celebrate it — with family or friends, for example. Make customer loyalty your first priority and try to make your email campaigns as personal as possible.
February 5–6, launch your campaigns all out
The longer one puts off buying a Valentine’s Day present from an online store, the more difficult it will be to find, order, and receive a good gift on time. Give users an incentive to buy from you with discounts, coupons, and bonuses of all sorts. Such as, a free holiday wrapping when they order from your store.
February 11–12, keep encouraging
Only send emails to subscribers who have opened at least one email in the last 3 months. If feasible, remind them that the time to buy presents is quickly running out. February 13, the day before It’s probably too late to try and sell anything, let alone deliver the purchase on time. For the subscribers who open your emails but do not buy, offer ideas on how to celebrate the day with their significant other. For those who buy — ideas for how to surprise their partner on the Lovers’ Day. Such content will help you make sure your customers remember you and recommend you to their friends.
February 14, here it is
On this day, no one expects your emails. Everybody’s celebrating. Well, there’s a chance to catch a sad single someone... or encounter a troll the likes of Sheldon Cooper who doesn’t recognize this day as a holiday. However, in these cases, you can still be creative and, say, suggest watching I Hate Valentine’s Day :) You may even decide to not bother your subscribers at all.
Alternatively, send your subscribers a love letter. This is a good day to tell your customers how much you value them. Send them a Valentine’s Day greeting card or a simple message to show your appreciation. A nice virtual equivalent of a flower bouquet and a bubble bath. Find an original greeting message without any lovey-dovey references.
You know your subscribers best so the choice is yours.
February 15–17, the afterparty
On these days, ask your customers to tell you their love stories or how they’ve spent the day, what presents they’ve given to their partners, and whether your offers were useful to them.
If you want to make something special for your subscribers, you need to plan it beforehand. See what other businesses do and try to come up with even better ideas. Try looking for Valentine’s newsletter ideas in your own inbox to find inspiration for your own Valentine’s Day email campaigns.
Here are a few examples:
- A trendy Valentine's Day email by Asos with a '50 Shades of Grey' reference:
- Liberty's minimalist yet playful email design with an original message:
- A food-themed Valentine's Day email by Ask Italian:
One of the biggest challenges you can face is making your subscribers want to open your email. Email subject lines are often deal breakers when it comes to email open rates. Here are some examples for Valentine’s Day email subject lines to inspire your marketing campaigns:
- Cupid’s Countdown Is On! Only 7 days left to Valentine’s. It’s high time to think about presents.
- Baby’s 1st Valentine’s Day
- 3 Days till Valentine’s. Find your presents today, it might be your last chance to get them in time.
- Gifts or emotions? What will your significant other like better?
- 10 Ways to Say “I Love You”: Valentine’s Day greeting cards’ ideas
- 514 Gift Ideas for Valentine’s Day
You can come up with your own, even better ideas for your own Valentine’s Day email marketing subject lines. Just give it a try.
These are the 4 stages to go through if you want to get closer to your customers, subscribers, partners, near and dear. Voice your feelings! Don’t be ashamed to show your emotions on this love-filled day.
Let us go ahead and wish you a fabulous Valentine’s Day! Here's from our entire staff at eSputnik: We love you!
Stay tuned for more blog posts!