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 $5.9 billion in the U.S., according to 2018 National Retail Federation projections — the highest level in the survey’s 14-year history.
An estimated 149 million Americans planned to participate, the NRF said. Most are younger (77% percent are ages 18-24), but the biggest spenders are ages 35-44 ($45.76 per person on average, compared to $39.65 across all ages).
Where does all the money go? The NRF survey found that:
- 50% will buy food
- 41% will get drinks
- 31% will shop for apparel
- 26% will hunt down decorations
- 16% 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’ve seen 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 record estimates in 2017 ($5.27 billion) and 2018 ($5.92 billion). St. Patrick’s Day 2017 fell on a Friday and, in 2018, on Saturday. Which means that in earlier years the big day obviously landed in the middle of the week.
Coincidence? We think not.
But, even in years when St. Paddy’s Day falls on a party-unfriendly Tuesday or Wednesday, you can aim for a bump in sales by starting promotions on the previous weekend to catch early partiers or extend your celebration through the week and into the weekend.
Strategy #3: Go edgy.
St. Patrick’s Day isn’t just shamrocks and soda bread. Given its appeal to the 21-to-35 demographic, the day has an underlying edge, too. If that’s your customer demographic, going edgy can help you grab attention, entertain subscribers, consolidate your brand image and drive a purchase.
Of course, edgy is risky, too. Don’t spend so much time entertaining your audience that you distract them from clicking to your website to buy something or otherwise convert. You could end up alienating your audience and damaging your brand. Use everything you know about your customers and how much brand equity you have with them before wandering too close to the line.
Want to see more email examples? Check out our curated St. Patrick’s Day list!