5 Valentine's Day Email Marketing Campaign Tactics for Retailers

Posted by Philip Storey on 06/02/18 11:43
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Valentine's Day email marketing campaign tactics for retailers

Love it or hate it, Valentine’s day is a huge draw for customers every year. The seasonal period often brings a huge influx of sales for all types of businesses, not just card shops and flower sellers! So, it’s important that any email marketing campaign you create really stands out from the crowd.

We’ve outlined some of the hottest tips and tricks to inspire your campaign for this most romantic of seasons. Here are 5 Top Valentine's Day Email Marketing Campaign Tactics for Retailers:

1. Keep email design simple

As fun as gift giving can be, actually finding the right present can be quite stressful. This is especially true around Valentine’s Day, as it’s focused around showing how much you love someone. Keeping your email design layout simple and to the point will help your customers know exactly where to find the items they need, reassuring them that they’ve chosen the right supplier.

Valentine's Day email marketing campaign from Topshop

A good example of this is Topshop’s Valentine’s email campaign, which came with the comforting subject line “Valentine’s Made Easy”. Whether you’re looking for a gift or dressing up for date night, you know exactly where to go and the kind of items you’ll find there without having to read any long paragraphs of text.

2. Be smart about your segments

Your audience is made up or a wide range of different people. We boil these down to personas, so a generic Valentine's email or broad campaign sends during the season will only engage a portion of your subscriber list. It's crucial to cater for different demographics and customer needs to get the most out of seasonal marketing opportunities like Valentine's Day. 

We recommend you segment campaigns and tweak the copy, products, images and CTAs accordingly, or create emails incorporating gift ideas for different types of customer. This is how you'll see your engagement rates increase and ROI soar.

email marketing campaign from Oasis

This example from Oasis shows how you can cater for different types of Valentine's Day date experiences for different persona needs, with compelling calls to action for all subscribers.

3. Help out last minute buyers

Let’s face it, being proactive when it comes to buying a gift often isn’t in our nature. Reminding subscribers that the order deadline is creeping closer can be a powerful message, especially if you can combine it with a heavy discount to help them out even further.

Valentine's Day email marketing campaign from Photobox

Here Photobox has made it very clear exactly how long their subscribers have left to order before they’re even presented with a discount message. This is a good CRO persuasion tactic, which drives home the FOMO (fear of missing out).

4. Remember it’s not all about the gifts

Even if your brand doesn’t sell standard “gifty” items, this doesn’t mean you can’t take advantage of this seasonal marketing opportunity. People celebrate Valentine’s Day in all sorts of ways, so there are plenty of emotional triggers for different brands, from supermarkets to theme parks, to leverage and get creative with their campaigns to offer customers something for Valentine’s.

Valentine's Day email marketing campaign from Lootcrate

Lootcrate’s business model of monthly box subscriptions might not immediately scream Valentine’s Day, but the marketing team created a fun email campaign that’s both in the spirit of the holiday season and shows off an example of each product they offer. Think outside the box!

5. Speak to the single

Valentine’s Day can be a pretty polarising time of the year. Whether you’re single or simply a bit of a cynic, if you don’t enjoy this time of year then the last thing you want to see is an inbox full of hearts and messages about love.

Given the right tone and style, brands can deliver email campaigns which celebrate the single life. Or, if you’re brave, even shunning the holiday is a strong move.

Valentine's Day blog Jezebel

The blogging world has been taking advantage of this for years. Examples such as this Jezebel article can gather a lot of traffic, so a similar campaign for email could help you really get noticed.

Or why not take inspiration from this brand partnership for Valentine's Day from Starbucks and Match, which helps bring their brands (and customers) together! 

Valentine's Day brand partnership Starbucks and Match

Wrapping up

Hopefully, we’ve given you enough ideas here to ensure your Valentine’s Day email campaign really hits the mark. While it can be a bit cheesy, Valentine’s Day is celebrated by millions of customers every year, and there are lots of ways to engage different segments of your email database.

Check out more great Valentine’s Day marketing campaign inspiration and get 7 top tips, tactics and brand examples. 

Take a leap this year with your email marketing strategy and get a free email audit and roadmap from our expert email consultants and improve your performance fast! 

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Enchant is a leading UK digital marketing agency, based in London. Specialising in email marketing, CRM, inbound marketing and paid social advertising, we enable brands to reach their potential with customer lifecycle marketing strategies. If you need help increasing the impact of your seasonal marketing campaigns, get in touch with our world-class marketing consultants and see how we can supercharge your campaign performance!


Topics: Email marketing strategy, Retail, Email marketing campaigns, Email Marketing, retailers, relevancy, relevance, Relevant content, email marketing trends, Valentine's day, valentines, Seasonal marketing, Seasonal triggers, Seasonal content, CRO, conversions, FOMO, Persuasion tactics, Email design, email campaigns, Targeting, Segmentation

Philip Storey

Written by Philip Storey

Philip Storey is the Founder and CEO at Enchant Agency. Philip is an email marketing specialist in London. He has enabled hundreds of brands to improve their email marketing. Beyond marketing, Philip is a personal and professional development coach and mentor

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