Marketing

Father’s Day Email Templates Analysis


Another father’s day has come and gone – and did you remember to buy the special man in your life a gift?

As these types of holidays approach, retail and ecommerce stores ramp up their email marketing campaigns, and even social media sites begin to promote the day.

Different retailers will work on different time scales depending on their audience, so I kept an eye on my email inbox, and filtered the best Father’s Day email templates I could find, from over the last couple of weeks.

1. Swarovski

fathers dat swarvoski

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This email template is appealing to the slick, savvy, businessman father, who likes to take care of himself and his look. The use of black and white, instead of full colour, only adds to the overall feeling of sophistication and the type of person that Swarovski is trying to attract.

The simplicity of the white text on a black background and the small but effective call to action works well. The call to action tells us what to do, whilst hinting that the gift we find will be perfect.

 

2. Bank

fathers day bank

Bank sent this email which is primarily aimed at driving traffic to their site, while their sale takes place. Father’s Day promotion is secondary content, but has still been allocated a large chunk of the email’s content.

The call to action is a different colour form the rest of the email, so stand out, but personally, I would’ve liked bigger, more focused imagery. I understand they’re promoting their sale, but more pictures centred on specific gifts for dad would’ve taken this campaign up a notch.

 

3. Daskalides

fathers day daskalides

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This is a slightly different take on Father’s Day marketing by chocolatiers Daskalides. They are using their campaign to drive traffic to their Facebook page, upon which a user can win their father’s favourite chocolate.

I love the imagery in this campaign. It immediately caught my eye, as it was different to usual campaigns, and I especially like the call to action, which is both playful and instructional.

 

4. H&M

fathers day hm

 

The imagery in this campaign is vibrant and showcases the items in a real life situation – on holiday. It reminds contacts of the date, which is always useful, and it arrived in the form of a normal H&M newsletter, so the recipient won’t be annoyed by campaign which isn’t expected.

However, whilst this campaign looks visually striking, there isn’t a clear call to action. ‘Find your nearest store’ – what shall we do when get there? Buy a Father’s Day gift or buy something for ourselves? The call to action should really point the user to the Father’s Day section of their ecommerce store. The men’s section on hm.com is full of great items, so I’m not entirely sure why they aren’t driving us there.

 

5. Apple

fathers day ipad

As usual, Apple is using Father’s Day to promote its pricier items – the iPad. Apple came under fire around Mother’s Day, when they suggested that sons and daughters buy their mother an iPad. Email recipients were angry at Apple for suggesting that such a pricey item should be bought for Mother’s Day – which is usually a low key affair for many families, especially compared to holidays such as Christmas and Birthdays.

So I’m unsure why Apple has tried again with this campaign. Of course, they want people to buy their most expensive items – and I do agree with the headline – iPads are hard to put down.

Strategy aside, the campaign follows typical Apple conventions. Simple text, a straightforward call to action, and fantastic imagery which showcases some of the iPads more ‘dad-specific’ apps. Sorry dad – no iPad for you, some chocolates, socks and card will have to do this year.

 

6. Amazon

fathers day kindle 2

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Again, along a similar train of thought to Apple, Amazon are using Father’s Day to showcase one of the more expensive and popular items – the Kindle.

The simplicity of the campaign allows the user to focus on the details given. I also like how Amazon has included the Kindle Fire and the Kindle Paperwhite within their campaign. This ensures no contacts are alienated by the price, or the technology, which some people may struggle with.

The call to action is very soft, and encourages the user to click through to the website, to learn about device specifications. It also allows Amazon to cross sell in a way that only Amazon can.

 

7. Men’s Health

fathers day mens health

 

 

This campaign doesn’t mess around and gets straight to the point. It shows the gifts they have selected to promote, and the text gives the contact an overview of the email’s content. I am in two minds about the text within this campaign. Text with simple links makes life easier for contacts who are viewing the email as plain text, or those who are struggling to download images – it ensures no contact is missed, and they’ll understand the content even without viewing the images.

But, when I opened the email, I looked at the images, barely read the text, and went back to the images. Email users tend to scan copy, and as people’s attention spans drop, and their expectations rise, there needs to be a good reason to include so much text.

 

8. Marks & Spencer

fathers day mns

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As with the Bank email, Father’s Day is a secondary component of this email. Whilst Father’s Day was mentioned in the subject line, if the contact doesn’t bother to scroll, they won’t see the content. At this time of year, retailers are having mid-season sales, which I assume make more money than a Father’s Day campaign, so I understand why retailers attack Father’s Day second. Having said that, I like the way Marks and Spencer have promoted Father’s Day – the imagery is nice and what you would expect for their audience, and I like the catch line ‘Say cheers to dad this Father’s Day’ above pictures of wine bottles.

 

9. Morrison’s

fathers day morrisons

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Morrison’s tried to squeeze an awful lot of content into one email. I have cropped the image to fit this post, and I cut off around half of the total email. It went on forever. Personally the email was too long for me – it had too many call to actions and too many offers. I think the email would’ve worked just as well if they had focused on one thing at a time.

I really like Morrison’s approach to Father’s Day. They have chosen a theme and stuck to it. As you can see from the imagery and the content, they’re focusing on Father’s being heroes. The gifts they are highlighting also follow this theme – the Heroes chocolates, the superhero themed DVDs and the Bradley Wiggins book, a living legend here in the UK.

As with the Men’s Health email, they have included quite a bit of text, and their call to action is small and doesn’t really stand out from the page. If Morrison’s had used a different colour for their CTA, it would attract more attention, but I understand that they’re using their brand theme.

 

Main pic source: Scribble and Tweak

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