< Back

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

Camilla Bass

By Camilla Bass, Senior Content Marketing Manager

5 Father’s Day email marketing campaigns - featured image
11th May 2021

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 five of our favorite Father’s Day emails to get you started.

1) Buyagift combines product recommendations and social proof to persuade shoppers

Buyagift pulls out all the email marketing stops with their Father’s Day email, including high-converting product recommendation and social proof tactics.

Shoppers in the research stage of the customer journey might need some inspiration to help them pick the perfect present for their Dad. Buyagift gives them a helping hand by suggesting a range of their experiences, adding popularity messaging and star ratings to show that these picks are highly rated by other shoppers.

Social proof tactics such as 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.

In fact, Buyagift has seen a 13% increase in sales by adding social proof features to their marketing emails.

Buyagift also gives shoppers an extra incentive to purchase with them with a Father’s Day coupon.

Buyagift Father's Day email example

For a smooth customer experience, make sure your coupons are consistent across all channels. Links to these deals should be updated in real-time when your customer opens the email or website. If the coupon has expired, the link should lead to a page that explains this to avoid frustrating your shoppers. After all, 1 in 4 customers say that a frustrating website experience hurts their opinion of your brand.

2. Etsy uses real people 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).

Etsy Father's Day email example

Try out user-generated content to build a loyal community of customers and foster trust with new shoppers.

3. Thorntons creates urgency with a countdown timer

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.

Thorntons Father's Day email example

Learn more: Find out how Thorntons capitalizes on seasonal periods with countdown timers.

4. Card Factory targets 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 Card Factory. By adding clear price ranges, shoppers are more in control of the products they see.

Card Factory Father's Day email example

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. Bloom & Wild shows their shoppers sensitivity

Father’s Day isn’t a happy occasion for everyone, and brands are increasingly acknowledging this in their email marketing. Bloom & Wild give their shoppers the chance to opt-out of big calendar dates such as Father’s Day as part of their Thoughtful Marketing Movement, ensuring they avoid unhappy customers and showing they’re a company that cares.

Bloom & Wild Father's Day email example

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.

Follow us on LinkedIn for our latest marketing insights

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

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