Father’s Day Is June 16th, and It Will Be Here Before You Know It.
Dads and Father-Like Figures Can Be One of the Hardest Groups to Shop For, and Many Retailers Struggle to Create Email Campaigns That Stand out Amid Inboxes Stuffed with Promotions.
While not the largest holiday of the year, NRF estimated 77% of Americans celebrated Father’s Day in 2018, spending an average of $133 per person. To help you take advantage of these spenders, we’ve compiled some email examples to jump start your campaigns!
Email Tip 1: Show Them the WayThis email from Topo Designs goes beyond the typical gift guide and assigns their products to different “Dad types.” Not only does this approach make shopping for Dad easy, it also allows Topo Designs to showcase a variety of products that may have looked too cluttered in another format. Bottom line: when in doubt, gift guides are always a great place to start.
Email Tip 2: Make it FunEveryone loves a good Dad joke, seriously, they’re never not funny. Whether they result in a chuckle, eye roll, or life lesson, almost everyone can think of a standout Dad joke moment in their life. Social Print Studio created a Dad joke contest to generate some additional engagement with their subscribers. This type of interactive campaign is a great way to capture subscribers’ attention and boost brand affinity. Yes, selling is important, but the act of creating experiences and fond memories will keep your customers coming back for more.
Email Tip 3: Early Bird Gets the WormWe’re about five weeks out from Father’s Day, so you have plenty of time to send reminders to your audience. Add small reminders to existing promotions that Father’s Day is coming up, and you’ll have more time to focus on creating a full campaign. Paper Source took one of their standard promotions and added in a section called “gifts for everyone.” This is a great way to highlight all of the different holidays and special days that Spring holds—Teacher Appreciation Day, Graduation, Mother’s Day, Father’s Day, etc.
Email Tip 4: When In Doubt – Gift CardsAnytime we talk about holiday marketing, we inevitably have to talk about gift cards. Whether it’s a picky Dad or a procrastinating child/spouse, you will always have subscribers who depend on gift cards to make it through any holiday season. Lowe’s capitalized on last minute shoppers so that “Dad can start enjoying his Father’s Day right…now”
Go Forth and Conquer Father’s Day
One note of caution, while Father’s Day is generally a well-received holiday, not everyone will want to be reminded of it. For some, it is an extremely emotional and difficult day. Before letting loose with your Father’s Day promotions, think about sending an email allowing subscribers to opt-out of Father’s Day emails without unsubscribing from your entire list. Not only will this show your subscribers that you have their best interests at heart, it will ensure you’re not seeing unsubscribes from otherwise engaged customers.
Father’s Day is a great holiday for retailers and travel companies—why not give the gift of experiences? With the right planning, you can ensure your Father’s Day emails are hitting the mark and resonating with your audience. If you’re looking for some help—creative, strategy, campaign planning, etc.—our team is just a call away. All you have to do is reach out.