Father's Day is an important date in the marketing calendar, with an average of $12 billion spent on the occasion each year. And while that's less than Mother's Day spending, the average amount spent on Father's Day is rising each year.
75% of men across the US and UK plan to celebrate their big day this year, so it's time to bring your email marketing A game and inspire shoppers with your Father's Day fare.
Here are six of our favorite Father’s Day emails to get you started.
1. Help shoppers make a purchase decision with product recommendations
Shoppers in the research stage of the customer journey might need some inspiration to help them pick the perfect present for their Dad. Give them a helping hand by suggesting products that are trending with other shoppers. Take a leaf out of Mountain Warehouse's book and show off your bestsellers.
Get creative and try out different types of product recommendations to help you reach specific goals. For example, you can promote excess stock that you’re keen to sell. In cart abandonment emails, suggest similar items to provide the customer with additional shopping inspiration.
See how Maplin achieved an 11.2% sales uplift with product recommendations.
The Complete Guide to Personalized Product Recommendations
2. Use real people in your campaigns to resonate with shoppers
In marketing, authenticity matters. Using real people in your campaigns fosters trust and resonates with shoppers. Etsy have done this well, showcasing four of their employees along with how they’re planning to spend their special day (with the help of Etsy products of course).
Try out user generated content to build a loyal community of customers and foster trust with new shoppers.
3. Give customers the confidence to shop with star ratings
Speaking of trust, star ratings are an effective way to give customers peace of mind when making a purchase decision. Over half of consumers (56%) look for star ratings when making a purchase, so wear your trustworthiness with pride and encourage click-throughs to your website with star ratings in your emails. You know what they say…if you’ve got it, flaunt it.
4. Target shoppers’ price affinities
Not all shoppers have the same spending power, and shoppers might be less inclined to click through to your website if they see products outside of their price range. Give them options that suit their budget, such as this example from Toolstop. By adding clear price ranges, shoppers are more in control of the products they see.
This tactic is effective when used on your website too. For returning customers, use behavioral data to suggest products within the shopper’s most browsed and purchased price range. For new visitors, use a tool such as our Price Affinity Predictor to recommend products in the price level most likely to convert that individual shopper.
5. Create urgency with countdown timers
Countdown timers are an effective tool to build excitement and urgency, especially for events and occasions such as Father’s Day.
Thorntons have used a countdown timer to encourage customers to make their purchases in time for next day delivery, ramping up the urgency factor for shoppers who don’t want to disappoint Dad with a tardy gift.
Learn more: Find out how Thorntons capitalizes on seasonal periods with countdown timers.
6. Show sensitivity
Father’s Day isn’t a happy occasion for everyone, and brands are increasingly acknowledging this in their email marketing. Give people the chance to opt out of Father’s Day emails to avoid unhappy customers and show you’re a company that cares.
You can get more Father's Day email inspiration on our dedicated Pinterest board.
Download your copy of Five Easy Ways to Make Your Emails Perform Better for more email marketing tips.