January 27, 2021

3 Steps to Creating an Outstanding Valentine’s Day Newsletter

Reading time about 11 min

Looking for Valentine’s Day newsletter ideas, email subject lines, and templates? We’ve got all you need to create a Valentine’s Day newsletter campaign that’s tailored to your target audience.

Love it or hate it – Valentine’s Day represents a huge revenue driver. In 2020, the average Valentine’s spending in the US was estimated at $196.31 per person. From Argentina to Estonia, it’s become a global sales event, as well.

What will 2021 hold? Whatever sector you’re in – B2B, B2C or nonprofit – don’t miss out on an opportunity to grow revenue with Valentine’s day email marketing.

Maybe you’re sending a Valentine’s Day newsletter with themed content to drive donations for your nonprofit. Perhaps you’re planning a massive multichannel Valentine’s Day campaign to drive sales. Or you’re a B2B looking for opportunities to stay top of mind with your audience.

No worries. You’ve come to the right place. Anyone can make this holiday work for their target group. We’re here to tell you how.

Which industries should send a Valentine’s Day newsletter?

Traditionally, when you think of Valentine’s Day, you think of Hallmark cards, chocolates and candy, flowers and big diamonds.

These industries definitely luck out when it comes to this holiday. Their challenge is to plan an email series that captures their recipients’ attention with the right product at the right moment.

Other industries known to profit from Valentine’s Day are those offering “romantic” experiences. The food service sector serves up romantic meals. The travel industry provides intimate getaways. The 14th of February keeps travel agents, booking portals and hotels busy.

Source

However, these traditional Valentine’s Day sectors aren’t the only ones using this holiday to drive revenue.

With the right messaging, any retail brand and ecommerce store can benefit from this gift-giving holiday.

Key Takeaway: If your product can be given as a present, it can be sold as a Valentine’s Day gift.

Can B2B businesses send Valentine’s email campaigns?

Yes! Even if you’re not a B2C offering products that fall under the gift-giving category, you, too, can leverage Valentine’s email marketing if you find a way to offer your customers added value.

Remember: Valentine’s Day can be framed as a way to celebrate love in general – with family, friends, pets — you name it.

Ask yourself how your Valentine’s Day newsletter will honor companionship, loyalty, or friendship. Or use the holiday as an opportunity to talk about what you as a company love.

The key is to adopt the right tone that matches your product. What’ll work best for your customers? Being light, serious, playful or, perhaps, ironic?

Dig deep into your marketing personas this year. Ask yourself how your customers want to feel this 14 February and how you can help them get there.

Alternative approaches to Valentine’s Day email campaigns

Maybe there’s no way you can make Valentine’s Day fit your brand or sector. Why not celebrate another holiday instead or perhaps try a different approach?

Anti-Valentine’s Day parties have become popular on both sides of the Atlantic. These boisterous celebrations include party games such as slugging heart piñatas and chowing down on broken-heart-shaped pastries.

Galentines’ Day is promoted as a way for women to celebrate their female friends.

How to craft an engaging Valentine’s Day newsletter

Step 1: Planning your Valentine’s Day email

Whether you’re sending out a traditional newsletter, a series of email campaigns, or a hybrid of the two – planning your Valentine’s Day campaign is key to its success.

Once you’ve decided what your goal and approach will be this Valentine’s Day, start by coming up with a timeline for your Valentine’s Day emails.

Like with all holiday campaigns, one email is not enough. Use email automation to set up a series of email campaigns that includes special offers as well as last-minute reminders for late shoppers! Many Valentine’s Day shoppers struggle with procrastination. Your job is to make their lives easier.

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But before you schedule your campaigns, there’s an important step not to skip: segmenting your contacts.

Divide your contacts up by appropriate attributes. You can group them, for example, by gender, age, interests (and relationship status if you know it).

In general, when thinking about your target groups, don’t forget about “all the single ladies” (well, actually, about all the single people)! Even if you don’t have your contacts’ relationship status saved in your CRM, you can score points with singles by encouraging all customers to treat themselves.

5 must-ask questions when planning Valentine’s Day emails

  1. How can you segment your customers most effectively for the best-personalized holiday emails possible? (Segment offers and content by interests? By gender? By age?)
  2. Is your campaign approach inclusive enough? Is there anybody you’ve left out, and how can you fix that?
  3. When will your customers be thinking about Valentine’s Day?
  4. How will they be feeling as they shop?
  5. How can you send Valentine’s emails that reach all types of shoppers – both the planners and procrastinators?

Plan content according to your sector of activity

Now it’s time to roll up your sleeves and structure the nitty gritty of your marketing campaign – the content. There are key differences between B2B, nonprofits and B2C here, which you want to take into account.

Valentine’s Day for B2B

For B2B campaigns, you can build on the theme of love and gratitude to grow customer loyalty.

For example, you can plan a short series of emails thanking your customers for their loyalty and offering them a Valentine’s Day present. This present could be content exclusive to your email list, such as an e-book or an infographic.

If you don’t want to give away a freebie, your present can still add value for the customer. Can you give them resources or knowledge? Share personal recommendations with your subscribers in the context of “things you love.” For example, “Five Books We Love and Why.”

Valentine’s Day for Non-profits

Nonprofits can leverage Valentine’s Day, too! Build on the theme of gratitude and meaningful gift-giving in your Valentine’s newsletter. Share stories that highlight companionship, family and love in all its forms. Wrap up your newsletter with a strong CTA for donations.

Another nonprofit idea is drafting boilerplate wishlists for your subscribers. Prompt your contacts to ask their loved ones to donate in their name this Valentine’s Day, and give them the exact words to do so.

Valentine’s Day for B2C

In the B2C realm, this is your time to shine. Discounts or exclusive Valentine’s Day offers represent the bread and butter of your Valentine’s Day campaigns.

But what about doing something interactive this year, as well? For example, you could grab their attention with a V-Day giveaway. Offer a gift card or a hot item as the prize. Encourage your recipients to enter the giveaway in your first campaign mailing and mention it in each subsequent one.

Announce the winner(s) on Valentine’s Day. You could even offer surprise consolation prizes, such as a post–Valentine’s Day discount code. Campaigns like this don’t require too much planning and can pay off when it comes to customer loyalty.

Step 2: Craft the best Valentine’s Day email subject lines

No matter how good your email campaign, if you don’t have a good email subject line and preview text, your contacts won’t read your email. Because they won’t open it. Plus, you’re not the only one sending a Valentine’s Day newsletter.

Put extra energy into your Valentine’s Day email subject line.

First, before you craft an email campaign, ask yourself these questions:

  • What do your recipients love?
  • How can you deliver emotional impact into their inbox?
  • How can you thank them?

Wrap it up in a compelling subject line with a maximum of 50–60 characters.

Steal these Valentine’s Day email subject line ideas

Create an exceptional Valentine’s Day subject line by …

  • Inserting emojis     
  • Mentioning your incentive
  • Using words like “sweet,” “kiss,” and “love” in humorous, unconventional, or even hokey ways.
    • Kiss your … goodbye this Valentine’s Day
    • Aren’t in love with your … ? Try … today!
    • Ready for these sweet deals?
    • You’ll fall head over heels for these …!

Step 3: Nail your Valentine’s Day email design

It’s vital to look at your Valentine’s email template design from the perspective of the email subscriber.

Which pictures would your target group like? (Note: The question is not, which photos do you like?) Selecting newsletter images that appeal to your target audience is key!

A perfume brand might have a lot of success with a photo of softly lit red roses. But in hipper-than-thou sectors, such as electronics or music tech, you’d be laughed out of town with that. You’d need something more cutting-edge.

Be inclusive in your use of images

When you’re choosing Valentine’s email images, remember you’ve got to do a balancing act. You want to visually speak to your specific target group but do so in as broad a way as possible. Basically, you don’t want anyone to feel excluded by your images (or your copy, in fact).

For example, you want to be careful around Valentine’s Day when using images of clearly gendered individuals.

A romantic picture of a man and woman embracing might exclude your nonheterosexual audience members, whereas a LOVE statue has a better chance of appealing to both your heterosexual and nonheterosexual audience members. (Unless you do marketing for a dating app and can segment by dating preferences!)

What to consider when choosing design elements

In addition to making sure you choose images tailored to your audience, you need to consider other design elements. What color scheme, email font and symbols will you use?

Ask yourself: How much will your Valentine’s Day email template differ from your usual email branding? Do you want to make big changes? Or just add accent notes to your corporate identity to give it holiday flair?

What about symbols? Which will appeal to your audience? Hearts, flowers, wrapping paper, balloons, heart-shaped piñatas? Would traditional symbols resonate with your target group? Or would that seem over-the-top?

If you’re unsure how your target group will respond, play it safe. Make subtle changes and use accent elements.

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Get inspired by these Valentine’s Day email examples

To help get your ideas flowing, here’s our pick of three awesome Valentine’s day emails.

1. ‘A Valentine, from you to you’ – Harry’s

2. ‘Be ours? ❤️’ – Ritual

3. ‘Happy Gal-entine’s Day’ – Roadshow

In Sum …

Know your audience when planning your Valentine’s Day email campaigns. Some people love the holiday. Others hate it. Some respond to romantic imagery. Others to compassion. 

With the right mixture of fitting subject lines, copy and images, you can move your target group. Engage your target group, drive customer loyalty, and close sales.

Happy planning! Don’t forget to follow us on Twitter and sign up to our monthly marketing newsletter for more tips.

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