I have 105 emails in my “Father’s Day” label right now. I haven’t even opened about half of them – I just lazily did searches for Father’s day and applied the label. It’s no surprise that certain brands really pushed it hard with the Father’s day emails – Lowe’s, Jack Spade, Bonobos, and Nordstrom Rack – Men’s are sending a lot of emails. (None of these are stores at which I would buy something for my dad, but whatever. Okay, maybe Lowe’s. If I lived near one. Or if I lived near my dad.) I wanted to write about cringe-worthy/bad father’s day emails, but I honestly didn’t get that many. So most of these emails are really good.
Except this first one… It’s for a fondue restaurant chain, The Melting Pot. The email has information about a specific location at the bottom, so I’m not sure if this promotion was national or what.
1. The Melting Pot (Sent 6/6)
Subject Line: Celebrate your H.O.T.T.Y on Father’s Day
Just…. just look at this. I can’t.
2. Sephora – (Sent 6/3)
This next email was a bit of a surprise. I enjoy Sephora’s emails a lot, and I think they do a great job with their loyalty program. But it’s not exactly the first place I would think of to purchase a father’s day gift. (Or, perhaps it’s genius. I buy my dad a grooming kit or cologne or whatever, and then get the free gift of the month/points for the loyalty program. Everyone wins.) The email was nicely designed, as usual for Sephora.
Subject line: Our Father’s Day gift guide
3. Spades on Spades (Jack and Kate)
The Spade brands are really on top of their game with emails. Anyone who’s read at least 3 consecutive posts on this blog (any three, doesn’t even matter) could easily see that I’m totally obsessed with Saturday. I thought these brands did a nice job of leveraging each other’s audiences and strengths. Jack Spade obviously has plenty of products geared toward men, and they’re certainly nice enough to be father’s day gifts (and they even steer away from ties and golf stuff!).
I particularly liked this one – it took the angle of wives (or husbands…) shopping for their husband who happens to be a father. I guess that’s totally normal. I’m still coming to terms with the idea that my peers are becoming parents, and this type of email would be just right for my demographic.
Jack Spade (Sent 6/2)
Subject line: Look What the Stork Just Brought In
And Kate Spade smartly directed its subscribers to the Jack Spade site with this simple gif email (the background in the letters looks like it’s running through a field)
Kate Spade (Sent 6/4)
Subject line: hey daddio! the jack spade father’s day gift guide is here
This subject line was great, and I bet it performed really well. The email was really nice, and it definitely made me think of shopping for my dad. (Apologies for the spliced screenshots – the images were staggered weirdly.)
Subject line: Open this or we’ll tell your father
5. Bonobos (Sent 6/2)
This email was just good. The pre-header and content were funny, it had a neat gift with purchase, and they promoted blog content with dad-inspired outfits.
Subject Line: Dress shirts for Dad + a unique gift with purchase
Happy Father’s day!