Father's Day Marketing Guide

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Overview

Father's Day is one of the largest holidays for ecommerce merchants, with Americans spending over $16 billion last year. Because of this, it’s important to have a marketing strategy in place so that you can reach the audience that is most interested and apt to buy during this season. This guide will walk you through when to schedule your Father’s Day campaigns, what content to include, who to send to, and how to use other marketing channels to supplement your emails.

Father's Day Checklist

In this guide, we'll walk you through the following checklist:

  • Create key segments
    • VIP Customers
    • 2019 Father's Day Purchasers
    • 2020 Father's Day Purchasers
    • Unengaged Customers
    • Window Shoppers
    • Opened, Didn't Buy
  • Make a buying guide
  • Set a content schedule
  • Create a content strategy

Father's Day Segments

Identifying the right segments to send to (and not to send to) leading up to Father’s Day will have the biggest impact on the success of your campaigns. Almost everyone has someone in their lives who they would consider buying a Father’s Day present for, regardless of if the person is their actual father or not. Husbands, uncles, brothers, sons, and grandfathers are also popular people to shop for during the holiday season — and more likely than not, people will be shopping for more than one of these relatives.

In addition to the segments below, you may also have a segment of unengaged subscribers. Depending on the size of this segment in relation to your total audience or if you are new to Klaviyo, you may want to consider excluding this unengaged segment from your Father's Day campaigns as well.

Segments to Send to

VIP Customers

These customers represent those who purchased from you recently, frequently, and at a high value. For our business, we're defining frequent as at least 3 times, and recent as the last 16 weeks. These numbers will vary depending on the types of products you sell, but this is a good starting point.

We are also targeting customers who have spent at least triple our average order value ($100). To calculate your business' average order value, head to our article on Calculating Your Average Order Value (AOV).

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2019 Father's Day Purchasers

These are customers who purchased from you around the same time last year. Since people don’t typically purchase on Father’s Day itself, target those who bought a month or so before Father’s Day 2019. This is a good group to target to ensure that they are aware of the sales you're promoting.

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Window Shoppers

This segment includes people who have displayed an interest in your brand but haven't made a purchase yet. This is a good group to target heavily during the holiday weekend. Consider offering them a higher discount to push them toward making their first purchase.

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Segments to Exclude

2020 Father's Day Purchasers

This isn't a group of customers that you should send to, but rather one that you should exclude from your Father’s Day campaigns. This segment will include anyone who places an order within a month of Father's Day that we can exclude to avoid over-emailing, as some of these contacts will overlap with other segments that you create and send to. It's also useful to keep an eye on this group for analytics purposes and to gauge how many people are purchasing compared to last year.

Identifying people who purchased in the last month is the simplest way to accomplish this, but it’s not the most precise.

If you have marked Father’s Day specific items in your ecommerce store, you can also use this data to further hone this audience. For example, if you have a Father’s Day collection, identify people who bought from this collection in the last 30 days. Or, if you have products specific to Father’s Day, identify anyone who has bought any of these products. The best method for finding these people will depend on how your store is set up, but this should give you an idea of where to start.

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Unengaged Segment

Your unengaged segment is an important group to create so you can exclude them from your sends and get them to re-engage through other marketing channels.

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The number of emails in the received email condition in the segment will depend on your sending cadence. Sending to unengaged people not only affects the number of sales you make but can also impact your deliverability. For more information on creating an unengaged segment, check out our article on list cleaning.

Segments to Retarget

Opened, Didn't Buy

This is not a segment you should email, but rather, sync this segment with Facebook Custom Audiences via the Facebook integration. If you don't already have this setup, we recommend integrating so that you are able to market to your contacts across different channels.

This is a good group to target on Facebook and Instagram because they have demonstrated an interest in what you're sending, but, for whatever reason, haven't been persuaded to buy. It could be the case that email isn't the best platform to reach them or they have been opening your emails on their mobile device but would prefer to buy on their computer. Mirroring your email content on social media is a great way to retarget them and make sure your message gets across.

Once you sync this segment to Facebook or Instagram, you don't have to worry about continuously updating it as you send out your marketing emails.

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You can sync this segment to Custom Audiences on the Settings page for the segment.

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Create a Buying Guide

Fathers can be hard to shop for. You can create a quiz with a Klaviyo signup form or through one of our integration partners, like Typeform, and send a personalized gift guide from the results. In this form, ask your customers questions about the dad that they are shopping for so they can get a better idea of what to purchase.

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After, create a flow triggered by someone joining your gift guide list. Split the flow based on the properties you collect in the form and build out your personalized buying guide emails from there. If you’re using an integration, like Typeform, make sure to integrate the platform with Klaviyo, build out the quiz, and trigger a flow on someone completing the form. Split the flow by the different questions. A buying guide will help your customers find the perfect gift for the fathers in their lives.

Father's Day Strategy

Below, we'll run through who you should send to, as well as when and what to send. Use this as a starting point and modify it to fit your existing cadence, how long it takes your products to ship, and other nuances unique to your business. We've also included some examples of past Father's Day emails for inspiration.

If you don't usually offer gift wrapping and gift messaging, this is something to consider offering for Father's Day — even for an extra charge, if necessary. Father's Day is a gift-giving holiday, and there will be instances in which customers won't be able to give their gifts in person. For this reason, it's important that they're able to get the gifts wrapped and delivered to whoever they are purchasing for. Additionally, because Father's Day is a sentimental holiday, allowing gift messaging will enable shoppers to put a more personal touch on the gift, especially if they're not able to be there in person. 

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June 8

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Introduce Father's Day promotions and include different gift ideas as the focal point of the email. If you have a specific Father's Day collection, direct people there. If not, this is a good opportunity to highlight certain products and collections that speak well to the holiday.

Include Exclude
  • Newsletter subscribers
  • Window shoppers
  • VIP customers
  • 2019 Father's Day purchasers
  • Unengaged Segment 

June 11

Invite your VIP customers to an early access sale or promotion. If you're running Father's Day sale, offer them a unique coupon code. If not, consider offering them something else, like free shipping. This is a great way to foster loyalty amongst your best customers.

Include Exclude
  • VIP customers
  • Unengaged Segment

June 15

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Continue to remind shoppers of your Father's Day promotions. Include a countdown timer in the email to add a sense of urgency, as this is likely one of the last days customers can order and receive their item in time for the weekend with standard shipping. Include a gift guide in the email to help shoppers who may not be sure what they should purchase.

You may want to include a similar message in your social media campaigns. Additionally, you can create a lookalike audience based on people who purchased this year or last year to target new, similar prospects.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2019 Father's Day purchasers
  • Unengaged Segment 

June 17

black-fridaySend another reminder email to your window shoppers and VIPs offering them free two-day shipping so they can receive their item in time for Father’s Day weekend.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2019 Father's Day purchasers
  • Unengaged Segment
  • 2020 Father's Day purchasers

June 18

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Send a last chance reminder email to everyone. This email should contain a sense of urgency to encourage people to head to your site to make a purchase. Highlight offers like overnight or two-day shipping.

Include Exclude
  • Window shoppers
  • VIPs
  • Unengaged Segment
  • 2020 Father's Day purchasers

June 19

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Email everyone who hasn't made a purchase yet and offer them expedited shipping and a discount or other incentive to buy. If you sell gift cards, introduce this as an option for last-minute shoppers.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2019 Father's Day purchasers
  • Unengaged Segment

June 20

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This is the final day before Father's Day, and it's unlikely that you will be able to ship tangible items in time to anyone who purchases. Because of this, heavily push gift cards if you offer them.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2019 Father's Day purchasers
  • Unengaged Segment
  • 2020 Father's Day purchasers

June 21

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Wish your subscribers a happy Father's Day. This is a nice gesture to foster loyalty. If you know your subscribers' genders, you may want to only send this campaign to male subscribers.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2019 Father's Day purchasers
  • Unengaged Segment
  • 2020 Father's Day purchasers

 

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