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How to Charm Shoppers with Your Marketing Emails

How do you increase email open and click-through rates around the Valentine’s Day holiday? GoDaddy analyzed its data and found that small businesses can improve their email campaigns, even if their business has nothing to do with flowers or chocolate.

Adding eye-catching, seasonally inspired words to subject lines can increase click-through rates by up to 205 percent, according to GoDaddy’s Steven Aldrich.

Emails with subject lines that used the word “romance,” “date,” “cupid,” and “crush” saw higher open rates according to its 2015 data. Inclusion of the word “romance” increased click-through rates by 155 percent, but the real winner was “crush,” which increased click-through rates by 205 percent.

GoDaddy also found that in 2015, Monday was the best time to send Valentine’s Day email message to customers: open rates on Mondays were 85 percent higher than the other days of the week.

Adding content can also boost the effectiveness of marketing emails, even for businesses not directly tied to Valentine’s Day products.

GoDaddy determined that emails that incorporated one of the below targets saw higher engagement:

  • Ideas for a Valentine’s Day date;
  • Last-minute gifts for your significant other;
  • Craft suggestions and printables;
  • Ideas/tips on how to keep the romance alive;
  • Seasonal recipes;
  • Fun projects for kids.

“Valentine’s Day may be celebrated by couples, but there is a clear opportunity for businesses to take advantage of this commerce-driven time of year by optimizing their email marketing strategy,” said Aldrich.

With Valentine’s Day gift-givers set to spend $19.7 billion, according to the National Retail Federation (NRF), consumers could welcome your emails if they help solve their shopping dilemmas. You can read more advice about Valentine’s Day marketing in this recent article in EcommerceBytes.


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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.