My Inbox Knows the Season Better Than the Weather

The famous poet Percy Shelley once wrote, “O wind, if winter comes, can spring and a million emails using flower puns and references to April showers be far behind?”  I’m pretty sure that was the quote anyway. Or it should have been

The famous poet Percy Shelley once wrote, “O wind, if winter comes, can spring and a million emails using flower puns and references to April showers be far behind?” I’m pretty sure that was the quote anyway. Or it should have been.

Ladies and gents, break out your Vivaldi, Spring is officially here! Though the weather here in Philly hasn’t quite gotten the memo, my inbox makes it unmistakably clear. As is the case for any distinct time of year or holiday season, marketers love to use springtime as inspiration for subject lines and creative. Some of them we’ve all seen and used before, but some are as colorful and refreshing as the season itself.

I took a quick peek through my own inbox as well as the trusty Who’s Mailing What! database to find a few stand-out spring-themed promotions. Check out my bouquet of fresh spring pickings, in no particular order. (You can see images of the emails themselves in the media player at right.)

From: Brighton Collectables
Subj.: Adorable Spring Charms
Why I like it: The subject’s straight-forward enough, we get exactly what it says on the tin. Once I opened, it’s the cutesy rhyme and clean but eye-catching pastel “Easter egg” design that had me chirping. In the original email, the egg basket charm actually opened and closed as well.

From: ZOYA
Subj.: Fill Your Easter Basket With ZOYA
Why I like it: Another spin on the “fill your Easter basket” idea, this is another email I just really like the look of. This is definitely my kind of Easter basket, and just looking at the colorful display would tempt any polish fan to stock up on spring shades. And of course, a good coupon code is always hard to resist.

From: FeelGoodStore.Com
Subj.: Never fear a puddle again
Why I like it: This one’s approach to the spring theme is a little more subtle (much like the approach of spring itself if you live in the northeast. Ha.) The creative is simple and nice enough, but it’s the subject line that really made the grade. In the half a second it takes to skim over a subject line, I was certainly intrigued enough to open, wondering why puddles no longer pose any threat to me.

From: IKEA
Subj.: We’ve got #SPRINGFEVER for smart style!
Why I like it: Always love a good hashtag in a subject line, first of all. Second, IKEA knows we have spring cleaning on the mind and they’re taking full advantage. An email like this one, including links to ideas and tips for affordable springtime organization and rejuvenation, could easily spur a reader into action.

From: DogVacay
Subj.: Going on Spring Break? Get $10 Off Pet Sitting.
Why I like it: Here’s another subject line that I think works because it serves as a reminder and an action item—Oh, I did forget to make arrangements for Fluffy next week, good thing I’ve got this link and discount offer right here! The playful, sunny imagery and large, bright CTA button tie it all up with a bowwow.

Honorable Mentions

From: Rejuvenation Lighting & House Parts
Subj.: SAVE 20% ON WINDOWS AND WALLS + 6 ways to spring for green
This email followed up its 20% offer with six green product suggestions such as a green lamp, throw pillow, and tumbler to help get you in the spirit of spring and get you using the offer code. While something of an afterthought in a long subject line, it was an effective way to let the reader “window shop” before diving in.

From: OnlineShoes
Subj.: We can see spring, and it looks amazing
The email itself is a fairly basic design, a pair of sandals and a simple call to action. I’m a fan of this subject line though—catchy, conversational, and got me curious enough to want to take a look at the “sights of spring” inside.

From: Appleseed’s
Subj.: We’re Bringing Spring – Shop Top Styles!
Two rhymes for the price of one! It might be a little bit of a tongue twister, but it’s also short, punchy, and every bit as cheerful and perky as the season. An effective attention-grabber.

Here’s hoping you found a few blossoms of inspiration in some of these, and also that spring is springing a little more dutifully for you than it is for me. Feel free to let me know in the comments if you have any good examples to share! And I promise not to desecrate any more classic British poetry in my next entry.

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