Driving a Whole Lot of ‘Green’ on St. Paddy’s Day


St. Patrick’s Day presents an opportunity for marketers to drive engagement with their audience in fun, unique ways. It’s easy to add shamrock emojis to subject lines and include kitschy St. Paddy’s Day slogans and imagery in your holiday sends, but what else can you do to stand out in the inbox? Let’s explore how two retailers used Liveclicker’s RealTime Email this past St. Patrick’s Day to take their emails to the next level.

Hot Topic, a multichannel retailer offering pop-culture-inspired apparel and accessories, captured subscriber’s attention by using a form of gamification to drive engagement and revenue. Their simple LiveReveal included an animated hero image that enticed customers to catch and click a leprechaun to reveal a deal that saved them green.

Another retailer, Chico’s, who sells women’s clothing and accessories, used LiveImages with time-based targeting to show customers not just one offer, but three offers in one email in one day. The first offer in the email was revealed to openers between 6:00 a.m. and noon EDT. The second offer was revealed between noon and 6:00 p.m., and the third offer was revealed between 6:00 p.m. and midnight.

Additionally, if a recipient opened the email after the sale ended, another image displayed letting them know the deal had ended at midnight, but their luck “doesn’t end here…” The opener still had an opportunity to take 30% off of their purchase. This is a great way to drive engagement by piquing a customer’s curiosity to come back and re-open the email again to see what the next deal is.

In fact, previous case studies have shown that many subscribers re-open the email, driving double the conversion rate of average campaigns.

Bonus Tip

Of course, when tying promotions to holidays you want to be careful that your strategy aligns well with characteristics associated with that holiday. In this case, we think both retailers did an outstanding job leveraging St. Patrick’s Day in an engaging and results-driven way.

Why, with these strategies, you may not even need the luck of the Irish!


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