As you may have noticed, yesterday was Valentine's Day. Personally, I've been receiving Valentine's Day emails for several days now, so it's a good thing we're all in the same boat (or not!). I chose to share the Picard email in particular because of the timing of the campaign. I received this email on February 14 at 8.02pm. I might as well tell you that if I'd wanted to order something for the occasion, too late! What about going to the store? Too late too, as my nearest store closes at 7.30pm...
Incidentally, Picard wasn't the only retailer to send me an email yesterday highlighting Valentine's Day items. I don't know if it's a lack of organization, a lack of time, or a mix-up, but it's a typical example of a campaign that's sent out at the wrong time and will generate frustration or misunderstanding on the part of contacts. Unless you live in a big city where the stores close at 9pm (that remains to be seen). But you still need to have the time to get there at the last minute.
Our advice: send this type of email a few days in advance, especially if it's a promotion, and there's a delivery deadline or opening hours involved. Tip BIS: try to stand out from the crowd, especially during the busy season when your contacts are already receiving a lot of campaigns, and reduce the number of promotional emails. Highlight your expertise and advice. In this case, I'd have liked the ravioli recipe at the bottom of the email to be the teaser, followed by the ingredients to make it, for example. Or themes for meals: going all out, film & chill, Champions League... to each his own, after all. But please, set up a mailing schedule, taking into account your business constraints and those of your customers.