The Christmas Marketing That Worked on Me, and Why

It was the weekend before Christmas, and all through the house, not a wallet had opened, we hadn’t even gone out. … So, some direct marketing shopping was in order, but from who? Here are a couple pieces of marketing that worked on me this holiday season.

It was the weekend before Christmas, and all through the house, not a wallet had opened, we hadn’t even gone out. …

So, some direct marketing shopping was in order, but from who?

Here are a couple pieces of marketing that worked on me this holiday season, and one bit of retargeting that caught the attention of my wife.

ThinkGeek

It probably won’t surprise you that I have some geeks in my life. So I’m on the ThinkGeek email list (along with at least one other TM editor, spot their Schrodinger’s Cat mug).

I wasn’t planning on ordering anything from ThinkGeek this year, but I had some unfilled gift boxes, and this email came.

"Snuggle up with 30% off your order and ThinkGeek's coziest threds"? Don't mind if I do!
“Snuggle up with 30% off your order and ThinkGeek’s coziest threds”? Don’t mind if I do.

Why it worked: There’s a Harry Potter fan on my list, and that person happens to have been looking for a comforter. So X-mas marked the spot in the top-right corner with the Harry Potter House Comforter. In addition, the percent-off offers across the top are aggressive and hooked me in. In fact, I added a second gift for the same person just to get to the next discount level.

A Christmas Faux Pas: ThinkGeek did a good job with everything here, and got my gift in the mail the day after I ordered it (a Sunday, no less). However, they also made a little bit of a rookie mistake: The day after I ordered it, I got an email with the quilt on sale for about 20 percent less.

I’m not too upset over it, since it’s Christmas and the buying experience has been very good so far. But there was a moment there where I felt like a rube. I’m not sure what the best way is to make sure you don’t mail new deals to recent buyers, but as the buyer here, I feel like that’s a good way to undermine your good first impression.

Fairytale Brownies

I don’t only know geeks. I also know some ramblers. I’ve got family in a few states across the U.S. who we send gifts to.

8 Maids a-Milking, 7 Marketing Efforts a-Marketing

With the holidays just days away, every email in my inbox and website in my browser has donned its ugly sweater and draped itself in tinsel. As always, I’m eager to get into the spirit too. Here are a few pieces of seasonal marketing I thought were particularly worthy of the Nice list.

With the holidays just days away, every email in my inbox and website in my browser has donned its ugly sweater and draped itself in tinsel. As always, I’m eager to get into the spirit too. Here are a few pieces of seasonal marketing I thought were particularly worthy of the Nice list.

Take a break from decking those halls and check them out!

Subject Line: No-paper-necessary gifts (Because you’re wrapped up in other things)

First up, Sephora. Proof you don’t need the red-green-white combo to bring the holiday cheer. Bright, colorful, and a clever subject line.And hey — two “wrap”-related puns.

sephora

Subject Line: A Bigger, Better Holiday Sale – 30% Off More Holiday Treats!

My next pick is this email from Paper Source. You can see there’s a little more content I cropped off, but the real star (as it should be) was the sale graphic in the top half. Eye-catching sale copy and clean, bright design, and a good choice of product (the “for _________” plate) to represent the goodies. If I have one slight criticism, it’s that at first open, I didn’t realize the writing was part of the plate and tried to click each cookie as if they were separate links! Perhaps a design oversight, but then again, it still got me to click.

papersource

Subject Line: A Gift For You: The Limited Edition Sophisticated Marketer’s Holiday Box Set

Because retailers can’t have all the holiday fun! Of course over at LinkedIn they’ve got good campaigns figured out. This email is short and sweet with fun copy (elf-approved!!!) and even better downloadable content. This really is a great gift for any marketer. And look at that elf! He’s just hangin’ out, doin’ Christmas. Aww.

linkedin

Subject Line: Open for Christmas glow + EXTRA $10 off!

Bath & Body Works has a handle on pretty much every season. What got me on this one is their little advent-calendar Christmas delivery countdown on top (this has actually been a consistent addition since the holiday season started), the coupon code (PEARTREE), and the animation in the graphic, also included below.

bath-body-works1212_10off30_v5