Easter Email Strategy

April 21, 2019

MailCharts saves you the trouble of secretly subscribing to your competition’s emails and then spending hours trying to find something actionable.

Below you’ll find the canonical reference for Easter email planning. From email examples to specific promotional strategies, we’ve included everything you need to ace your campaign.

Easter
Email Examples

Easter Email Campaign Planning

Use the calendar below as a starting point to plan your email campaigns.

This Pottery Barn email calendar is based on Pottery Barn, who sent 19 emails for Easter in 2018.
Want to see a specific company’s email calendar?

Easter Email Marketing Statistics

Day-by-day volume distribution

Will you simply send one email on Easter or will you send a few emails leading up to it, including a “last chance” email once the event is over?
83
Emails sent before Easter
12
Emails sent on Easter
5
Emails sent after Easter
Based on 2285 emails mentioning "easter", "egg hunt" in the subject line.

Easter promotional strategy

Easter
Discount Analysis

Discover the most popular types of promotions used for Easter.

Note: One email might contain more than one type of promotion — this is why these totals may not add up to 100%.

Distribution of Promotions

Understand how steep a discount companies offer for Easter. You can toggle between Dollars Off and Percent Off.
Be prepared for every holiday with the
perfect cadence and discount strategy.

Easter Content Strategy

Ace your Easter email content with these ready-to-implement strategies. Enjoy!

Easter is one of the biggest consumer holidays of the year as well as a major worldwide religious holiday. In the United States, it’s No. 5 on the National Retail Federation’s Top 10 holiday list, after Christmas/winter holidays, back-to-school/college and Mother’s Day but ahead of Valentine’s Day, Father’s Day, and Halloween.

 

Easter opportunities for everybody

A couple of Easter baskets, some candy, a couple new outfits and maybe a trip to the Easter buffet at a local restaurant … it all adds up to about $18.2 billion in spending.

  • The NRF projected consumers would spend an average $150, down slightly from $152 in 2017.
  • 82% of consumers planned to observe the holiday.
  • Online is taking a slightly larger share of the market at 28% (27% in 2017).
  • Most shoppers hunt for candy (89%), but food ($5.7 billion) and clothing ($3.2 billion) claim the largest dollar shares.

Even if your business doesn’t have an obvious Easter spin, you should still send a holiday email to capitalize on the moment. Below are a few strategies you can leverage.

 

1. Focus on family, fashion and fresh new looks

Culturally, Easter is closer to Thanksgiving than Christmas, because all the travel, meals, and family togetherness happen in a few days, not spread over weeks before and after the actual holiday. Try reworking a successful Thanksgiving campaign with products and a motif that’s fit for Easter if you need to come up with a last-minute plan.

Easter marks a major home and wardrobe refresh. Dressing up for Easter comes at the same time as many fashion retailers are launching their spring lines. People want to cast off their heavy winter clothes and lighten up the mood in their homes.

 

2. Send a non-promotional Easter message

Your customers will be checking their emails while the ham bakes or after the Easter egg hunt. Give them something to open that says “We’re thinking about you today” instead of “Buy this.”

Your warm-fuzzy message will earn you a smile—and maybe even some conversions.

 

3. Avoid Easter clichés

Every other retailer will be sending your customers emails that have endless variations on Easter-themed wordplay, like using “hop to it” or substituting “egg” or “eggs” for “ex” (“egg-citing,” “eggs-tra,” “eggs-treme”). That takes the punch out of your pun.

 

4. Don’t wait to send Easter offers

InfoScout research shows 43% of Easter shoppers are in stores or browsing online 3 to 10 days or more before Easter, while 51% start shopping a couple of days ahead and 5% are shopping on Easter Day itself.

Easter-week offers will find a motivated audience but could get lost in the last-minute heavy volume. Sending Easter content earlier in the mailing cycle can help your emails stand out better. People who aren’t ready to purchase at that moment will save your emails until it’s time to shop.