Valentine’s Day Email Strategy

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 Valentine’s Day email planning. From email examples to specific promotional strategies, we’ve included everything you need to ace your campaign.

Valentine’s Day
Email Examples

Valentine’s Day Email Campaign Planning

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

This DVF email calendar is based on DVF, who sent 2 emails for Valentine’s Day in 2017.
Want to see a specific company’s email calendar?

Valentine’s Day Email Marketing Statistics

Day-by-day volume distribution

Will you simply send one email on Valentine’s Day or will you send a few emails leading up to it, including a “last chance” email after the holiday?
Emails sent before Valentine’s Day
Emails sent on Valentine’s Day
Emails sent after Valentine’s Day
Based on 2947 emails mentioning "valentine", "valentine's", "valentines", "cupid" in the subject line.

Valentine’s Day promotional strategy

Valentine’s Day
Discount Analysis

Discover the most popular types of promotions used for Valentine’s Day.

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 of a discount companies offer for Valentine’s Day. You can toggle between Dollars Off and Percent Off.
Be prepared for every holiday with the
perfect cadence and discount strategy.

Valentine’s Day Content Strategy

Ace your Valentine’s Day email content with these ready-to-implement strategies. Enjoy!

Valentine’s Day is the ultimate clash of romance and commercialism, but the traditional emphasis on flowers, candy and jewelry is evolving into experiences over things. Your brand needs to know its customer preferences intimately and be ready to pivot to new directions as needed.

Here’s how the landscape is shifting:

  • Fewer people are celebrating. The NRF’s 2017 Valentine’s Day consumer study found 54% planned to celebrate, down from 63% in 2007.
  • They’re spending less. Consumers planned to spend an average $136.57, down from $146.84 in 2016. With fewer people spending less, the estimated spend was $18.2 billion, down from $19.7 billion.
  • More people want experiences. Nearly 25% said they planned to give experiences (spa days, event tickets, couples activities and similar) instead of things (jewelry, candy, flowers). Most of those consumers were ages 18-44.

Even with those cautions, people are still spending in the billions for Valentine’s Day. You can snag your share of that spend by following one of the below strategies.


Strategy #1: Stress the need for speed

Valentine’s Day has a relatively short promotion window. Offer a dynamite promotion for early bird bargain-hunters. Also, prompt laggards to act by using deadline-driven promotions, exploding offers, and flash sales. Be very explicit with shipping deadlines.

If all else fails, promote your online gift cards.


Strategy #2: Appeal to non-VDay buyers

With nearly half of American consumers opting out of Valentine’s Day, that’s a good-size market. Speak to this market with promotions that encourage them to treat themselves.


Strategy #3: Help with discovery

Gift guides help customers find products they might not come across if they were just poking around on your website. A carefully curated product selection promoted via email could help subscribers solve a tricky gifting issue.


Strategy #4: Be a resource

Some gifts are tricky to buy, like jewelry, electronics or athletic equipment. Devote at least one email to buying tips. This can help customers succeed even if they’re venturing out of their knowledge zones.