Valentine’s Day from a marketers perspective is about selling gifts and experiences via email starting about a week ahead makes sense, but a Valentine-themed email received on Feb. 15 is just lame. The 14th is a hard stop.
One-day holidays provide an opportunity for out-of-the-box creative. One email is probably enough for noncommercial observances like Groundhog Day, or for products and services that don’t seem to have a natural tie-in to the more commercial holidays but still want to take advantage of consumers’ heightened awareness. These one-off emails are where your creativity can shine!
The best Valentine’s Day email I received was a reactivation message from Live Mocha, an online language learning community. They could have created a mundane offer along the lines of “a deal you’ll love” (how many of those did you see?) or perhaps something more integral to their product around “the language of love.” But they took the concept a step further and sent a cute graphic with a handful of pick-up lines translated into Italian, which is the language I was studying with them last year (that’s the reactivation factor). It was irresistibly fun reading and a must-share.
Skip O'Neill - Email Marketing Guide 