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Love is in the air as the holiday equivalent of Marmite approaches.

Whether you are a serial romantic or a last-minute corner shop card and flowers kind of person; single, in a relationship or “it’s complicated”, the hearts and cupids are out in full force. It’s also the perfect opportunity to get closer to your customers, too, and show that you understand their product needs.

For inspiration, check out these three retailers who really stood out in my inbox for all the right reasons…

Trollbeads: Romantic hearts and flowers

With a fantastic community of collectors, Trollbeads uses Valentine’s Day to create plenty of buzz around a new release for 2018. The use of GIFs in their campaign is subtle but allows them to draw the contact’s eye to the detail of the new bead and make it the focus of the campaign without the need for scrolling.


Whittard of Chelsea: A single rose and dinner for two

What I love about this Whittard of Chelsea campaign is that it’s not overly Valentine’s-focused. It’s a great example at taking the seasonal theme and applying it to their products. A little movement in the GIF to catch the eye and maintain interest is great too. It’s simple and accessible: even those who aren’t in a relationship can relate to enjoying a good cup of hot chocolate.


Hobbycraft: Hand-made from the heart

This campaign from Hobbycraft is full of great inspiration for projects ahead of Valentine’s Day. A fantastic example of some strong CTAs driving traffic through the email to the blog. From a contact perspective, it gives the campaign an added sense of value – so many cool ideas for the crafty partner! This also helps to combat the length of the campaign: Readers who are engaged are more likely to scroll to the bottom to make sure they have seen all the tips and how tos.

Not a retailer? Last year’s Campaign of the Month proved there’s room in the Valentine’s inbox for more sectors than you’d think…