valentines day promotion email You’ve recovered from the holiday season, and now it’s time to focus on the next big holiday for email marketers: Valentine’s Day. Nearly half of email recipients use subject lines to decide whether or not to open, so we’ve compiled a list of best practices and ideas to inspire your Valentine’s Day promotions, not only to add some more heart, but also higher engagement and conversions.

Mention your shipping timelines

Consider subject lines like “order by X and receive by Valentine’s Day” to create a sense of urgency — 28% of shoppers wait until the week of Valentine’s Day to make purchases. And those shoppers pay attention when free shipping is mentioned — 74% say it’s the deciding factor between merchants. If you can offer free shipping, make it clear in the subject line and send these emails before they’re too late to be useful.

Less might be more

The majority of Valentine’s Day email subject lines will be filled with heart and flower emojis. Test out versions with and without them to see if you stand out by not standing out.

Remember your subject line “power words”

You’ve likely already tested which subject lines work for your customers, but remember that those with the word “free” have 10% higher open rates than those without, and subject lines creating a sense of urgency and exclusivity have 22% higher open rates. Words like “free shipping,” “discounts,” and “free samples” bode well if you want customers to take immediate action.

Be mindful of your segments

Yes, we’re currently talking about courting customers through subject lines, but don’t forget about who your subscribers actually are. Make sure your subject lines address your segment’s gender, which can produce conversion rates five times higher than unsegmented emails. And don’t forget about age. There’s a good chance that younger couples have different ideas about the perfect Valentine’s Day gift than your older customers.

Don’t forget the basics

As always, stay on top of subject line best practices by keeping them short, to the point, descriptive of the email’s content, and enticing. Use the same best practices you would use for any email, including:
  • Subject lines with 50 characters or less.
  • Lines that “tell, not sell” — save the selling for the email itself.
  • Personalized subject lines, which have 22% higher open rates.