Campaign of the Month

Easter email campaign drives revenue with great timing and content

Fortnum & Mason found a great way to appeal to eager Easter shoppers through this timely, inspirational and dynamic email campaign sent six weeks ahead of the main event.

Brand: Fortnum & Mason

Agency: Blueberry Wave
Blueberry Wave is a data-driven Marketing Services Provider that simplifies the complex world of customer and business data for clients – delivering effective communications and strategies that are deployed efficiently.

Designed and developed by: Bimal Tailor
Twitter: @Fortnums

Campaign details

Subject line: Shop Our Easter Top 10
Clicks: 10%
£90 average order value


What data was used?

General newsletter subscribers.


  • Promote Fortnum & Mason’s range of Easter products

What makes this a performing campaign?

Easter is one of the key retail opportunities of the year which also means the competition for attention in the inbox peaks. Staying true to Fortnum & Mason’s brand identity and showing continuity from last year’s messaging, this campaign’s tagline is a play on words that helps the audience remember the email – ‘Easter Feaster’. It’s also featured on the website to help connect the dots in the customer journey.

The chick emoji and the content reference ‘our Easter Top 10’ make the subject line stand out in the inbox. Once opened, the email greets the subscriber with an animated GIF showcasing the tagline and some of the products suggested in the top 10 countdown below.

As this campaign was sent six weeks ahead of Easter to mark the start of their seasonal promotions, the copy is light-hearted and jokes about the timing: “It might still be March, but Easter Sunday will be here before you can say eggs”. The email content offers ideas across a range of prices to capture consumers with different budgets.

The Results

The dynamic content and themed creative helped Fortnum & Mason stand out in the inbox and convey a feel-good vibe to get people in the festive mood.

The subject line attracted the attention of 14% of their newsletter subscribers which is 27% higher than their average open rate for this type of campaign. The content also persuaded eager shoppers to get ready for Easter with 10% of openers clicking through to the website and spending an average £90 per order.

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