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5 Valentine’s Day email campaigns (and why we love them)

5 Valentine’s Day email campaigns (and why we love them) Headshot

By Camilla Bass, Content Marketing Manager

5 Valentine’s Day email campaigns (and why we love them) - featured image

Valentine’s Day is approaching faster than Cupid’s arrow and marketers around the world are preparing to woo their customers with love-themed campaigns. This year’s V-Day is set to be a big one - one survey found that consumers in the US plan to spend an average $196 this year, up 21% from last year’s event. So with shoppers’ inboxes already filling up with Valentine’s promotions, now is the time to pull out all the stops and win over your subscribers with emails that stand out from the crowd. 

Read on to discover 5 of our favorite Valentine’s Day email marketing tactics, with real-life examples to inspire you.

 1. Product recommendations

Product recommendations are a great addition to your marketing emails all year round. But when it comes to Valentine’s Day, product recommendations could give your shoppers the spark of inspiration they need to find the perfect gift. 

In this example, Buyagift ramps up the effectiveness of their recommendations with two conversion-boosting social proof tactics - popularity messaging and star ratings. The stakes are high when purchasing a Valentine’s gift, so tactics like these will build shoppers’ trust in your brand. Research shows that over 1 in 3 consumers (38%) want to see product ratings for products featured in emails, making this a vital addition to your email marketing. 

Buyagift’s customers aren’t the only ones smiling after finding the perfect gift; the company has seen a 24% increase in sales with personalized product recommendations in their email newsletters. 

Source: Buyagift email


2. Dynamic hero banner

Your hero banner is the one and only chance you have to make a good first impression on your recipient. And since the human brain processes visuals 60,000 times faster than text, it pays to use your banner wisely. Thorntons personalizes their hero banner to make sure it’s love at first sight by displaying the recipient’s name on a chocolate-shaped heart, immediately putting their recipients in the mood for love (and chocolate). Who wouldn’t be tempted to read on when an email starts in such a deliciously personal way?  

Source: Thorntons email


3. Dynamic countdown timer

Is that the sound of my beating heart? Nope. It’s the sound of a dynamic countdown timer reducing click to purchase rates. They’re especially effective during the lead up to sales and holiday events, such as Valentine’s Day.

Thorntons have incorporated a countdown timer into their email to count down the days, hours and minutes to Valentine's Day, driving a sense of urgency and showing customers they don't have long left to secure their loved one’s gift.

Learn more about how Thorntons uses countdown timers.

Source: Thorntons email


4. User generated content

In love and marketing, authenticity matters. And since user generated content (UGC) is the most authentic type of content there is, add it to your Valentine's Day emails to showcase your community of loyal customers and foster trust with new shoppers.

Yappy utilizes this social proof tactic effectively by sharing customers’ pictures of their products. And when your customers are this cute, who wouldn’t want to show them off. 

Source: Yappy email

To keep content fresh and the manual effort to a minimum, retailers can incorporate real-time social feeds to automatically pull the latest posts into their marketing emails.

5. Helpful tips

Don’t just go in for the hard sell. Delight your customers with helpful content to help them have their loveliest Valentine’s Day yet, building your brand reputation and fostering customer loyalty in the process. 

Dunelm adds an easy to follow flower arranging tutorial to their Valentine’s Day email, helping their customers create faux flower bouquets for their loved ones (with the help of Dunelm’s range of artificial flowers). 

Source: Dunelm email

Download your copy of Five Easy Ways to Make Your Emails Perform Better for more ways to woo your customers this Valentine’s Day.


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.


5 Valentine’s Day email campaigns (and why we love them) Headshot

By Camilla Bass

Content Marketing Manager

As Content Marketing Manager at Fresh Relevance, Camilla manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.