With Halloween behind us, it’s time for marketers to ramp up their November holiday marketing efforts and start building excitement for Thanksgiving. According to analysis from our recent Holiday Report, the key to maximizing engagement is to go beyond using a greeting-based subject line and incorporate a relevant and personalized CTA and/or message. Based on those findings, here are three content directions marketers should consider for their Thanksgiving campaigns:
To help marketers develop effective promotions for Thanksgiving, we’ve summed up some quick tips in the infographic below and highlighted 3 well-executed email creatives that generated high open rates in 2015.
[Bed Bath Beyond] Subject line: #Feastmode: Accept the Challenge with Thanksgiving Recipes, Menus, and How-To’s. Plus your 20% online offer is waiting.
Bed Bath Beyond sent an excellent example of value-added content for Thanksgiving to its audience. The email, which achieved a 17.7% open rate, also promoted cross-channel engagement by challenging their subscribers to an online bake-off and sharing their performance “stats” on social media via hashtag #Feastmode.
[Whole Foods Market] Subject line: Thanksgiving Timesaver: Get $5 off Grocery Delivery
This well-timed email from Whole foods, sent 3 days before the holiday captured the attention of subscribers by addressing their last-minute needs. The convenient offer to deliver Thanksgiving essentials via Instacart along with a dollar value coupon code might be why this email received an impressive 21.43% open rate.
[Lowe’s] Subject line: Time's Running Out! Shop One-Day-Only Thanksgiving Day Deals!
As Thanksgiving day progressed and feasts were winding down, Lowe’s figured that subscribers were more likely to get into shopping mode. The brand used urgent tone to capture subscribers’ attention in its one-day sale email, sent during the latter half of Thanksgiving Day. The effective reminder for subscribers to check out the online only deals likely contributed to the email’s above-average open rate of 16.6%.
For more insights, strategies and creative examples related to Thanksgiving Day and all other Q4 holidays, check out our Holiday Toolkit.