Brands across the globe have joined in celebrations for Chinese Lunar New Year. February 5th, 2019 marks the start of the Year of the Pig - an animal thought to be a sign of good fortune.
Here are some of our favorite marketing emails celebrating the occasion, plus some additional tips to make holiday emails stand out:
Paul Smith taps into tradition
One of the best ways for brands to get involved in cultural moments is by tying products into the event. Paul Smith has welcomed in the Lunar New Year by promoting pig-themed products. Choosing red wallets is a nice touch, as money is traditionally gifted in a red envelope at Chinese New Year.
Including information about the company’s delivery and returns policy is a good way to reassure customers that they are going to have a convenient shopping experience.
Mungo & Maud provides the cute factor
Showing images of products in situ increases engagement by helping shoppers imagine how they will feel when they own the product. Around special occasions, you can give emails an extra boost by incorporating the holiday theme into product images. Mungo & Maud has done this to great effect by including some adorable pigs in its stylish product photos:
For more stunning emails, marketers can incorporate real-time social media feeds to inspire shoppers with photos of the product being used in real life.
Cath Kidston celebrates red and gold
Red and gold are popular colors to celebrate the Chinese New Year, as they symbolize prosperity. This striking email from Cath Kidston catches recipients’ attention with an image that draws on traditional colors while remaining on-brand. Customers have the option to dive into the themed selection, or head to the brand’s latest products instead.
Michael Kors gets ready to celebrate
Michael Kors has also adopted a red color scheme. Relevant products have been selected to match the theme of celebration. The email takes into account varied customer journeys by giving shoppers the option to find a physical store location.
Brands can maximize the impact of product recommendations around special occasions by filtering themed products based on the individual shopper’s purchase and browsing history.
Crabtree & Evelyn offers additional insights
Crabtree & Evelyn got into the spirit of Chinese New Year by emphasizing the most relevant products for the occasion. Educating customers about the history behind the products helps build the brand's authority.
Special offers are a great way to gift your customers with good fortune over the New Year - especially as almost three quarters of consumers expect to receive offers and savings when they sign up to emails. Crabtree & Evelyn taps into this with a ‘buy one, get one half price’ offer to engage customers who weren’t already tempted by the themed products above.
Retailers can increase urgency around seasonal promotions by displaying dynamic countdown timers in emails to ensure that shoppers don’t miss out on limited duration deals.
Download our Ultimate eCommerce Marketing Calendar to make the most of events and holidays all year round: