Come February, all eCommerce brands become busy bees. With Valentine's Day spending estimated to be 24 billion dollars, it makes it all the more competitive.
If you’re looking to up the ante when it comes to your Valentine’s Day email marketing campaign, here’s a list of 32 insanely cool emails that are bang for the buck.
1. Gussi: Offer the experience + comfort
Valentine’s Day is all about pampering and spending time with loved ones. No one understands this better than Gussi’s which offers $20 off for two At-home Keratin Treatment kits.
- Free shipping is a persuasive tactic with 90% of customers saying that it is the most important incentive.
- Using brand color for the CTA button enables high recall and conversions.
2. Everist: Play eco-friendly cupid
Everist surely knows how to kill two birds with one stone.
Open a conversation with a clickbait line and sell its limited-time product bundle.
- Highlight brand values in your marketing campaigns. Everist highlights its sustainability values in this Valentine’s Day email campaign.
- Use in-time shipping as a persuasion trigger to drive urgency.
3. Withings: Lead the way with urgency
Withings begins the conversation using urgency in its subject line ⏱ Tick tock…BOOM!
Enough to get the attention of the users in a packed inbox.
- Get straight to the point. The best content is often simple.
- Not everyone is in a relationship, make sure to address single people in your Valentine’s Day email campaigns.
4. Onsen: Play the best wingman
Onsen plays the best wingman by offering an alternative to flowers and chocolates, the staple gifts on Valentine’s Day. It offers robes as an alternative and solves the problem by presenting the long-term view.
That’s a Value Proposition done well.
- Use a Red CTA button to drive urgency.
- Offer worldwide shipping to expand your business across the globe. 40% of customers are willing to pay for international shipping due to better availability.
5. Saxx: Spice it up
Saxx uses the lovemaking angle to make its point. This coupled with express shipping makes it a compelling Valentine’s Day email. 33% of last-minute shoppers look for options based on how soon they can get them.
- Don’t be afraid to get raunchy if you’re an intimate product.
- Use explicit cues to draw the attention of the customers.
6. Oura: Build the excitement
Oura offers a discount when customers buy a ring where the second ring will be offered at a $50 discount. This is a limited-time offer valid from Feb 7 to Feb 14.
- Use a 60:30:10 color palette to enable cognitive ease. Cognitive ease refers to the ease with which the brain processes information.
- Using compelling product images is important in creating impressions as 75% of online buyers decide to purchase an item based on the images.
7. Warby Parker: Let customers be your voice
If matches are made in heaven, then heaven is another name for Warby Parker. Warby Parker uses customer testimonials in its Valentine’s Day email campaign.
- Using UGC in your emails increases the click-through rate by 78%.
- A witty copy for CTA can help drive more conversions.
- Gift cards are an excellent nudge to woo last-minute shoppers.
8. Saloman: Use nudges to pursue
Salomon addresses risk aversion with nudges such as the money-back guarantee, free delivery, quality warranty, and expert consultation.
Trust signals such as these persuade customers to purchase.
- Selling the experience instead of the product is a greater way of demonstrating value.
- Offering two to three product categories offers customers options to choose from. Anything more will only lead to choice paralysis.
Don't forget to read 30 Best Examples of Nudge Marketing in eCommerce
9. Fulton: Get creative with visuals
Fulton uses a tic-tac-toe creative to highlight its insoles as a gift, a metaphor for comfort and support.
The message is simple. Give love and body wellness to people whom you love.
- By including the support handle @walkfulton, customers can reach out in case of queries on Instagram and Twitter.
- Include affiliate links in your emails to increase conversions as word-of-mouth recommendations are a form of social proof
10. Fitbit: Offer BNPL options
Fitbit offers Buy Now, Pay Later payment options for its Valentine’s Day offer. With four interest-free payments, the financial burden is branched out. 45% of customers use BNPL to buy products that they can’t afford.
- Offer a money-back guarantee to eliminate buyer’s remorse.
- A limited warranty builds trust leading to brand loyalty.
11. Tattly: Lead the conversation with content
You don’t always have to sell, instead, you can use your content to do the talking. Using content to educate and engage is useful as curated content finds a lot of takers.
This works if you’re not looking to sound salesy.
- Listicle posts do well in content marketing and hence including guides and blogs work well.
- Use images to supplement your storytelling.
Know why your content isn't converting: 14 eCommerce content marketing mistakes (+ their fixes)
12. Bose: Get your foot in the door with a limited-offer sale
Bose announces a limited-time offer deal for one of its Valentine’s Day email marketing campaigns. The strikethrough pricing makes the price reduction more prominent. The strikethrough pricing is an anchor that serves as a reference point for assessing an offer.
- Keep the images on the left with the description on the right to ensure understandability.
- Pay attention to the copy. More to hear. More to share and Tiny. Until you turn it on. are examples that grab eyeballs.
Check out Limited Time Offer: 19 compelling examples + how to copy them
13. Harry: Use stand-up humor
Humor sells and when done right is known to build a positive brand perception.
Harry’s uses the Redeem your trial as the core theme to get users to click the CTA.
- The headline in this email is catchy and invokes interest in the users.
- The Did You Know is an interesting trivia to engage users
14. Gillette: Make it all about the theme
Gillette absorbs the enthusiasm of Valentine’s Day which makes this email devoted entirely to the same.
From the copy to the images, customers will simply be awestruck by this email.
- Ensure your brand color and the CTA button color are the same to ensure visual hierarchy.
- Maintain uniformity when it comes to the CTA so customers don’t end up being confused.
15. SimplySoles: Use sizing guides
Simply Soles includes a footwear sizing guide in its Valentine’s Day Marketing email campaign to ensure heuristics. Heuristics refer to mental shortcuts that help people make decisions quickly and solve problems.
- Including the free shipping at the top is a persuasive nudge to drive customers to make a purchase decision.
- Pink as a color is known to evoke calmness, peace, love, kindness, and femininity. This perfectly resonates with the target audience who are women.
16. Burberry: Offer free delivery and returns
There’s nothing more persuasive than free shipping and returns. Period
In fact, 93% of customers feel prompted to buy if there's a free shipping option available. Interestingly, 67% of customers check the returns policy before making a purchase.
- Always mention that you offer in-store purchase and pickup options to ensure convenience.
- Providing in-store and virtual appointments enables product discovery helping customers make the right choices.
17. Tobi: Offer customers a chance to be featured
Who doesn’t like flaunting their latest wardrobe addition?
Tobi offers a chance for customers to get featured on their social media handles. This is an opportunity to create user-generated content and send trust signals to potential customers.
- Use deals to incentivize app downloads. Offer a $10 off for users who download the app.
- List the various product categories so customers can have options to choose from.
18. Atlas Coffee Club: Make gifting easy
Finding the right gift is certainly not easy in this day and age. Atlas Coffee House makes gifting easy in exchange for a coffee subscription.
- Including press mentions and testimonials is a form of social proof that can shape positive brand perception.
- By including various countries, there’s an emphasis on the experience of coffee from different corners of the world. This is a compelling nudge.
19. Anthropologie: Provide curbside/in-store pickups
There’s been an increase in the adoption of curbside pickup ever since the pandemic started. 50% of customers use curbside pickup because of the convenience it offers.
- Offer a free consultation to nudge customers to give it a shot. This reduces any apprehensions and objections.
- Incentivize writing reviews. Anthropologie gives away gift cards to 5 lucky customers.
20. RayBan: Offer customization options
Product customization allows customers the liberty to design their products. In fact, 36% of customers prefer customized products.
For eCommerce brands, this is an opportunity to build brand loyalty and increase conversions.
- Free shipping and free returns assure customers to try new products.
- Include an option to shop in-store to increase your store footfall and build trust.
21. Jo Malone: Offer two-day shipping
Joe Malone understands that when express shipping isn’t economically feasible, offer the next best alternative—two-day shipping. 42% of customers expect two-day shipping for every eCommerce purchase they make.
- Promo codes equal happiness. In a study, a group of customers who were offered a $10 coupon experienced a 38% increase in oxytocin levels than those who didn’t.
- Free samples and gift wrapping are easy ways to woo customers.
22. Monica Vader: Offer next-day free shipping
58% of customers expect free next-day delivery and Monica Vader knows this. Customers always look for options that arrive soon—next-day delivery is a nudge often underutilized by brands.
- Pay attention to typography. Fonts influence emotions and impressions and customers who receive good typography do well on cognitive tasks and subjective duration.
- White and Black is a color scheme that goes well with any website and is simple to understand.
Think free shipping doesn't work? Check out Free Shipping: Still a Conversion Driver in 2023? (+ Brands Nailing It)
23. Lululemon: Promote couple goals
Couple goals are the new rage with couples working together to maintain accountability when it comes to their health and fitness. Lululemon has picked the right chord for its Valentine’s Day email marketing campaign.
A couple that works out together, stays together!
- Free shipping plus free returns assure customers to try new products.
- Targeting the committed demographics is important in your marketing campaigns and should extend beyond Valentine’s Day.
24. Burt’s Bees Baby: Offer product bundles
Burt’s Bees Baby offers a product bundle with complimentary shipping. This conveys the principle of reciprocity. Customers feel obligated to repay a favor when offered one.
- Back-in-stock emails have an open rate of 65.32% as these serve as reminders for items they are eagerly waiting to buy.
- Including a referral link increases conversions due to the power of word-of-mouth recommendations.
Only for you: 13 product bundling examples that convert (& 10 proven ideas)
25. Adore Me: Include videos to capture the interest
Objective-type questions always pique the interest of humans. Adore Me creates a video titled What do women really want for Valentine’s Day? to engage users.
Including videos in your email marketing content can increase the CTR by 300%
- Free shipping and exchanges reduce the perceived risk. Exchanges minimize eCommerce returns frauds.
- Contests are a great way to increase user engagement.
26. Origins: Offer free samples on minimum order purchase
Origins offers a free sample for every spend worth $15. Free samples can help encourage new product trials for new customers and boost brand awareness. Free samples can boost sales by as much as 2000%.
- Including a live chat option in emails will help customers address their objections and make purchases
- Mention your brand ingredients and sustainability practices to shape a positive brand perception
27. Bouqs Co.: Offer sitewide discounts
Site-wide discounts help in clearing slow-moving inventory and increase sales. It compels first-time visitors to purchase.
- Provide an option to opt out of emails. Valentine’s Day isn’t for everyone. It is nice to be courteous and respectful.
- Using emojis in your email subject lines can increase your open rate.
28. D&G: Grab eyeballs with limited edition products
Limited edition products convey a sense of exclusivity making customers look fashionable and cool.
Dolce & Gabbana offers a limited edition product as part of its Valentine’s Day email campaign. 45% of 25-39-year-olds have bought special edition/limited edition products, a core demographic which celebrates Valentine’s Day.
- The color palette is a critical component of an email. It evokes the right emotions needed to influence customers to read the email. Use the 60:30:10 rule.
- A single CTA is enough to drive conversions as any more will only distract the customers.
29. Moosejaw: Jazz it up with a quiz
Interactive content quizzes are 2x more likely to engage visitors than static content. Moosejaw uses it to pique the interest helping them stand out with 88% of marketers attesting it be a differentiator.
- Put out a clearance sale and sell your slow-moving inventory at a discount.
- Offer promo codes as an incentive to spend more as online customers who use them spend 24% more than customers who don’t use them.
30. San Diego Hat: Be the V-Day Stylist
Styling tips from an expert indicate credibility backed by expertise. This conveys authority, one of the principles of social proof. Humans are wired to listen to subject matter experts in a particular field.
San Diego Hat offers styling tips in its Valentine’s email campaigns.
- The color of the CTA button is constant which ensures visual hierarchy making it easier for customers to focus.
- Including Buy Now, Pay Later options influence customers to buy things they can’t afford by branching out the amount into interest-free payments. Brands that offer BNPL options see a 20-30% increase in conversion rates.
31. The Dog Bakery: Create a buzz with early access offers
Early access to sales offers exclusivity since it provides a select few to get access to products before the general public.
The Dog Bakery is offering early access to build a buzz in its Valentine’s email campaign. In a Shopify study, 50.8% of customers wanted early access to new products while 60.1% wanted early access to sales.
- Your emails don’t have to be fancy. A simple message with a CTA is good enough.
- Using red as the color for CTA conveys urgency evoking customers to click.
32. Perelel: Use the pre-order nudge
Fast-selling products that are off the shelves in the blink of an eye can work their magic with pre-orders. Perelel uses a pre-order in its Valentine’s Day email.
- Address the problems of your target market. 46% of American women believe that low interest in sex is straining their relationships.
- Including a link to FAQs in the email helps educate your customers and addresses their objections, helping them understand if the product aligns with their needs.
Valentine's Day Email Campaigns 101
1. How can I promote my business on Valentine's day?
Promoting your eCommerce brand on Valentine’s Day can seem tough, but here are three ways to help you make it easy—
a) Create How-to guides
Your customers need inspiration and know-how to make their Valentine’s Day special. As a brand, you need to create guides that center around your business. For instance, if your beauty brand, show how customers can look their best or skin care tips.
If you’re a protein supplement brand, show how you can create the perfect Valentine’s Day drink.
Here’re three pointers to help you out—
- Mention the caveats. For instance, avoid foods that cause bad breath or perfumes to use to look your dashing best.
- Offer hacks. Instead of dining at a restaurant. Prepare a treat at home.
- Gently upsell your products. Subtly mention how your product can help you celebrate Valentine’s day better. A mouth freshener and deodorant to touch up during a romantic dinner.
b) Use product bundling strategies
Creating product bundles can help you increase your AOV making your Valentine’s day campaigns successful.
Here’re three strategies you can use—
- Mix fast-selling products with slow-selling inventory to sell products faster. This helps clear your least popular and less-sold products, thereby attracting value-conscious customers.
- Sell mixed bundles and put the customers of the multiple choice complication. For example, if you’re a beauty and skincare brand, a mixed bundle consisting of shampoo, soap, conditioner, and cleansing balm would increase the perceived value of the product resulting in customers buying it.
- Offer two or more products at a single price. This will increase the perceived value of the products as customers will be able to buy them at a single price at a discount.
c) Leverage countdown timers
Countdown timers trigger a sense of urgency and drive customers’ interest in your store. It increases the perceived value by receiving something for a lesser price or free, whichever is relevant.
2.When should I start marketing for Valentine's Day?
Mid-January and early February is the right time to start marketing for your Valentine’s Day campaign. Post the holiday season campaigns, segment your customers into the following categories—
a) First-time buyers
Offer an incentive to first-time buyers. A free gift—a complementary product that isn’t expensive and makes for an attractive first-time discount.
b) Return Buyers
Offer products at slashed prices and offer a competitive price, as a rule of thumb, lower than a competitor’s.
c) Frequent repeat buyers
These customers score high when it comes to loyalty because of the trust they have in your brand. Offer attractive discounts in exchange for their testimonials on your products.
d) High-value buyers
High-value buyers are responsible for your soaring AOV and LTV. They bring more customers through their word-of-mouth recommendations.
Offer a free trial around a personalized recommendation. As an alternative, you can offer a discount on your premium products if they bring in two or more customers through referral.
3. When should I send an email on Valentine's Day?
As a rule of thumb, two weeks before Feb 14 is the ideal time to start your Valentine’s Day email campaigns. The best Valentine's Day emails always include the best email subject lines, offers, and more importantly the time and days the emails are sent.
Here’s a checklist—
- Avoid spam words such as Free, Money, No catch, Take action now, Claim, Offer, Incredible deal, and Shopping spree. These trigger the spam filter.
- Use the first name of the customer in the subject line.
- Segment your customers. Use attributes that are specific to the region.
- Use actionable verbs and mention what’s inside the email in the subject and avoid all capital letters.
- In a study, the open rate across all industries was found to be the highest on Tuesdays and Thursdays at 20% while the CTR is the highest on Tuesdays and Wednesdays.
- Send emails at 7 AM, 10 AM, and 5 PM since these times have recorded the highest open rates. Emails sent at 6 PM scored the highest CTR.