VALENTINE’S SUBJECT LINES BONUS: Grab our UNIQUE Valentine subject line cheat sheet!
Heart-shaped everything is being produced and shipped as we speak.
The past few weeks, graphic designers have been frantically clicking shades of pink and red, trying to discover the 2018 shade of Valentine’s. Maybe Pantone’s color of the year, the ultra violet shade is making headlines, even!
It is clear in this hustle and bustle, that digital managers and graphic designers around the world are gearing up for Valentine’s day.
In 2017, in the US alone, consumers spent just below $20 billion.
And this only makes us think:
How can we break through the clutter of a $20-billion-dollar industry?
What marketing ideas are there, which remain largely untapped?
We put together the ultimate guide to Valentine’s day for 2018.
The global economy loves Valentine’s Day.
We came across this National Retail Federation survey : it appears that Valentine’s spendings marked a slight drop from 2016 to 2017 in the US.
Back in 2017, the projected spending of $18.2 billion saw the following allocation:
Here’s more stats on consumers’ Valentine’s day spendings:
Retailers are making it easier on consumers to shop for their loved ones, by increasingly offering more and more deals and Valentine’s day offers.
Why we love it: Polyvore is a contemporary fashion/beauty/home etailer.
In 2017, they sent out a Valentine’s day newsletter with a twist.
Instead of displaying the latest fashions, with a zodiac sign overview their click-through rates went through the roof.
Essentially, every time users clicked on a zodiac, they were transferred to a different selection of styles.
Steal this: Look for equivalents of zodiac signs and horoscopes that are also fun and games.
Why we love it: This asos for Valentine copy is everything.
It promotes V-day across four different audiences, all at once: “recent swipe or long-term love, solo party or squad celebration”.
And we can’t help but notice the “Sale” category in red on the top right of the email.
Steal this: Send out your own invitation to your subscribers, whatever their relationship status!
Here’s an example I wrote:
“Whether you’re still together or he called Becky with the good hair,
better make sure you dress with flair.”
Why we love it: You don’t need to be paying attention to understand what this is about.
Even if your subscribers read this email not particularly focused, simply browsing through their inbox instead, you can rest assured an image like so would do all the talking.
Steal this: Before you send that campaign, ask your creative team to add hearts flowing out of the jeans’ pockets or floating over that shoulder bag.
Give it the best copy you can. If you are stuck, send me an email at email@example.com. I’ll be happy to jot down a thing or two for you!
Speaking of copy, language and content are very important.
Get the message right.
Your copy must read equally well by almost everyone.
Ideally, something that would resonate with most of your subscribers, regardless of their relationship status, sexual orientation, and so on.
Do check with your company’s diversity manager and your employees about how they feel about the different versions of your copy and content.
This is how your brand communication can play a vital role in brand loyalty and social inclusion matters.
The aforementioned copy in the asos newsletter does a sweet job at it!
Not everyone is fond of Valentine’s day celebrations. Everybody knows that.
Before you send your email campaign, craft a message that gets the “Valentine’s stinks” subscribers out there!
Do it like greeting card companies: always with a large variety of writing styles, ranging from funny, to romantic, to cynical, to minimal, to you-name-it.
Here’s a few of the Valentine cards that prove our point. Draw inspiration from the masters of creativity!
BONUS tip: Besides setting up a designated area on your website for your Valentine’s day ideas, you could also set up another for anti-Valentine’s. At least, I would. See how that goes and act accordingly next year, too!
Color is semantically charged. We get it.
But there’s so many things you can do with colors, and layers, and patterns – it’s a shame not to make the most out of it.
Here’s an example:
Valentine’s Subject line: “Love: Joe’s or Jaws?”
Valentine’s Subject line: “Who’d win a His and Hers contest? Us.”
What a better way to drive sales than to offer matching items for couples?
Update your Valentine’s page with items for couples!
Valentine’s Subject line: Stick your tongue out at Valentine’s!
Yep, anti-Valentiners out there will appreciate this!
By the way, have you heard of Single Awareness day (SAD)?
Well, the acronym doesn’t quite cut it for all those powerful and absolutely awesome people out there, celebrating their single-hood!
Break the mould of Valentine’s day and give your customers the opportunity to self-indulgement and self-love.
What’s it going to be?
a) This is an offline marketing tip. It won’t cost you an arm and a leg to switch to red or other wrapping paper.
Feeling adventurous? Look for a wrapping paper hack!
Here’s one of our favorite DIY tool hacks: wripwrapwrop. It is a free online tool; use it to craft your own wrapping paper.
Choose the pattern or text, customize the font and message, download and print it.
It just adds that personal touch to every gift, and requires no prior planning.
It’s the best of both worlds: creative and last-minute.
I mean, why not share it with your subscribers?
I would. Even if I owned a butcher’s shop. A butcher’s shop doing email marketing. A fancy butcher’s shop.
(Like my favorite butcher’s in Amsterdam, which printed this packaging last Christmas:
Ok, back to our February matters.)
Also, on Pinterest, you will find free, downloadable, printable wrapping paper choices like this one:
b) Give a complimentary Valentine card at checkout.
Wheter online or offline shopping, your online shoppers can choose between Grumpy Valentine or Lovestruck Valentine. Everyone takes their pick!
Here’s some trivia: you can send a Valentine ecard even if the recipient is not in a relationship!
Craft the ideal message for your subscribers’ relationship statuses!
There is a galore of artists out there who are taking DIY to a new level.
Using everyday items that you don’t even have to go shopping for, DIYs are a great way to wish your significant other “Happy Valentine’s”.
Especially if you haven’t found any decent gift to buy. Don’t ask how I know.
So, yes, pretty cool to have a Valentine’s DIY in every newsletter.
Provided that your branding allows for it, of course.
(You wouldn’t expect that DIY in a Mercedes Benz newsletter, now would you? Uhm, come to think of it, I would.
I mean, it makes sense for busy people to lack the time to browse shops and buy wrapping paper and gift toppers, right? And a little something is better than nothing, no?)
And online shopping does not usually get that personalized, either way.
So, you can get crafty to get out of buying a random gift for the sake of buying one… until you intentionally buy a gift that looks just like a random gift, because, hey, who really gets that successful with gift shopping, anyway?)
Looking for the rest?
Valentine’s Subject line: “You’re the Paul to my Vincent.”
I once attended this Vincent Van Gogh exhibition in London and the guide explained how the painter’s take on Gauguin’s chair (left) is indicative of Van Gogh’s admiration for him. Especially when one considers that Van Gogh was rather frugal painting his own chair (right), although they were roommates.
To me, this is a very beautiful example of love. And I would even share it with my subscribers, along with the background information, of course.
Valentine’s Subject line: You’re the ketchup to my fries.
I couldn’t resist posting this.
And I have this hunch that quite a few people out there will agree that FRIES ARE EVERYTHING.
Honestly, I think this idea is… worth its salt.
Valentine’s Subject line: “I would let you climb onto that plank, tho’.”
Playing the nostalgia marketing card is my favorite thing to do. Second to having fries, that is.
What’s your subscribers’ hit love story? If you can guess, go ahead and use it.
If not, why not ping them to find out? Engage and gain!
Mac cosmetics sent out his gif in their Valentine’s newsletter.
I guess this is what they call eye candy.
You want to own this Valentine’s email marketing campaign.
Adding name personalization has the subscribers use that tiny little voice in their heads to read your email.
You want that.
Example: “This one’s for you, Jane! 😻”
We’re giving you a few more subject line ideas, sprinkled with love-ly emojis!
Last year, Liberty London sent out this email sequence:
The first email of the series featured both “His” and “Hers” gifts, along with separate product categories.
It was then followed by the “Hers” special, along with the top picks:
… and then, the “Gifts for Him” special.
Set up your own email sequence on Moosend: Sign up for a free account here and get unlimited campaigns for up to 5.000 unique subscribers over the first three months!
It’s as easy as drag-and-drop. Increase engagement and sales across your audiences with an awesome countdown to:
Instead of “If you no longer wish to receive our emails, click here to unsubscribe”, go for:
You can follow their unsubscribe up with a landing page reading a Taylor Swift lyric:
“We’re never ever ever getting back together?”
Hold an offline event a few days before Valentine’s.
Send a newsletter and integrate this event in your social media schedule for the month of February.
On Valentine’s eve, send a second newsletter with Valentine day event sneak peeks, and a special offer.
Kick back and watch it bear fruit.
Are you going for a major Valentine’s day event or dashes of Valentin-ism throughout your branding and communication?
Whichever it is, we suggest you go for a unique hashtag. Here’s a few:
This way, your newsletters and social media posts will stand out in your customers’ perception.
Straight outta my very own vault of professional experiences (it being a euphemism), here’s what happened when I first started working at an agency, back in the day. I’ll send you an email when you click.