St. Patrick’s Day Content Strategy
Ace your St. Patrick’s Day email content with these ready-to-implement strategies. Enjoy!
On March 17th, it’ll take more than the luck of the Irish to spin emails into gold.
Green beer and shamrock-shaped sunglasses might not be traditionally Irish, but they helped push St. Patrick’s Day spending to a record $5.3 billion in America, according to 2017 National Retail Federation projections.
An estimated 139 million Americans planned to participate, the NRF said. Most are younger (77% percent are ages 18-24), but the biggest spenders are ages 25-34 ($46.55 per person on average, compared to $37.92 across all ages).
Where does all the money go? The NRF survey found that:
- 52% will buy food
- 41% will get drinks
- 28% will shop for clothing and accessories
- 22% will hunt down decorations
- 14% will spend on candy
Did you know? It’s St. Paddy’s, not St. Patty’s.
Here are a few strategies to make sure you can ace your campaigns for St. Patrick’s.
Strategy #1: Zig where everybody else zags with subject lines
It’s easy to rely on classic phrases and stereotypes when writing copy and subject lines, and St. Patrick’s has plenty. But remember that every other copywriter is using the same phrases.
If you want your email to stand out in the inbox you need to watch out for overused phrases like “It’s your lucky day,” “the luck of the Irish,” “wearing o’/saving o’ the green” or “pot o’ gold.”
Using emojis is another tactic that can get you noticed. We saw a lot of shamrocks ☘ in subject lines, which are attention-getting in both size and color. Other popular emojis include rainbows 🌈,
leprechaun hats top-hats 🎩, the green heart 💚 and beers 🍺.
Strategy #2: Weekend celebrations can mean spending spikes
The NRF’s St. Patrick’s Day spending tracker showed projected spending dropped in 2015 and 2016 before spiking to a record estimate in 2017. St. Patrick’s Day 2017 was on a Friday, whereas the big days in previous years were weekday events.
Coincidence? We think not.
St. Patrick’s 2018 is on Saturday; in 2019, it’s on Sunday. That means spending on food, party goods and décor is likely to spike again.
But, even in years when St. Paddy’s Day falls on a Tuesday, you can aim for a bump in sales by extending promotions through the week and into the weekend, or to begin your push the previous week in the hopes that consumers will celebrate when they have time to recuperate.