February 6, 2024 • 35 mins
186 - Dive into the world of St. Patrick’s Day marketing with our expert insights on crafting unforgettable campaigns. Discover how to infuse luck, surprise, and sustainability into your promotions, alongside creative ways to incorporate the festive spirit into customer interactions.
Watch the full video here!
Resources Mentioned in This Episode
- Smart Passive Income Podcast with Pat Flynn
- Macy's Thanksgiving Day Parade 2023
- Intelligent Change - Tools to Positively Change Your Life
- The Five Minute Journal
- Two Blind Brothers
- Pressed Juicery
- Chubbies Shorts
- Homage
- Wheelio - The Original Wheelio
- Sivana
- Deathwish Coffee
- Dataship - Be Moved By Data
- Harry’s
- True Classic
- New Office Uniform by TRUE CLASSIC
- Bushmills Irish Whiskey
- Leave an Apple review & get a Flowium gift
Have topics you’d like us to cover in the future? Let us know here: https://flowium.com/whatsapp
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Vira (00:25):
Hello.
Hello everyone.
Welcome back to EmailEinstein the podcast by Flowium.
We are your host, Vira Sadlak.
Andriy (00:31):
And Andriy Boychuk.
Vira (00:32):
We've got to change this intro, Andriy. Every
time it's likeit's the same thing every time.
Andriy (00:37):
Why? What should I say?
I don't know. We need to make itmore festive? I guess. No?
What does festive mean? Like more?
Vira (00:43):
Like more fun. You know, more fun.
More like party in the introwe'll talk about it. But
anyways you guys, we're happy tohave you back with us.
Andriy (00:54):
Co host and co host, the man, the MAN of
email marketing industry,Klaviyo Expert.
Would you like that kind ofintroduction?
Vira (01:05):
Love that for you Andriy. Love that for you.
Cool. So maybe next timeyou'll hear us doing something
different. Wellanyways you guys, we're so happy
to have you back with usin this studio.
No, it's not astudio. I'm recording from
my living room. But anyways,we have a fun, an office.
Yeah. We have a fun littletopic to discuss with you
(01:27):
today. Andriy, do you knowwhat we're going to be
discussing today? Just likeintroduce the topic.
Andriy (01:32):
Sure, sure. But let's, let's catch up because I have
a lot to share.
I'm still like excited afteryesterday's event.
So we were hosting withRainy City Agency, actually
the local, your local brand.
By the way, you should meet,meet the founder. I
didn't know butfun fact about them that she's
(01:52):
the first female started Shopifydevelopment agency in Europe
and I believe she's stillthe one in the entire Europe.
It's a cool. Yeah.
But we did the photoshoot for three hours. We did
the like 10 to 15 slotsphoto shoots for brands.
So a lot of peoplecame in around
like, I don't know, likecloser to 40 people showed up
(02:13):
and then we had likehappy hour and then
we had private dinner which wasamazing. And I, I met so many
amazing people, like just coolpeople. And I expected
that we will betalking more about
business, but we were justdiscussing kind of
everything which is.
Vira (02:29):
Life and stuff.
Well, that's so exciting.
Andriy (02:33):
Do you like to attend like networking events?
Vira (02:36):
Absolutely.
Yeah, I do. Andactually In Vancouver,
my husband and I, we organized afew events like this.
But here in London I needto start from scratch. But there
is honestly likeso much is happening
in this city likeevery day. Like few days
ago I actuallyattended the event of my
favorite all time favoriteblogger and she was,
(02:56):
she's actually thefounder of like a really cool
brand called Intelligent Change.
You might haveheard about them.
They have this like fiveminute journal and productivity
planner. It's actuallytheir second business.
The first one they exited likea few years ago
very successfully.
But this is their newbusiness. They are
huge actually. And I went to herworkshop which was amazing. And
(03:18):
I love living in the city whereeverything is happening.
It's pretty much likeliving in New York, you know,
I've never had this likeexperience of living in like
one of the capitalsof the world, which is like
cool. Yeah, I understand thehype now.
Andriy (03:31):
Yeah, yeah, yeah. So I did the five
minute journal once whenPat Flynn, when I was like
big on was a Pat Flynnpodcast and he introduced it
to me and I did. It's avery cool practice routine.
And we do something, I mean wetook something to my family.
Like right now almost everydinner with kids
(03:53):
we asking like what is, what areyour highlights from the day?
And like kids are sharinglike I mean my 4 year old,
she's like, she's sometimeslike shares like very. I
mean for adults, likesimple things. But I,
I think it's powerful.
Vira (04:08):
Yeah, it's lovely.
They actually do have like afive minute journal
for kids as welland there's like
conversation cardsthat you can use over the dinner
so your girls might likeit. Cool.
But anyways, today's topicI'm kinda, I'm kinda excited
about.
Andriy (04:25):
You're rushing to talk about business.
Vira (04:28):
Yeah, business first, Andriy.
Andriy (04:31):
This is how we make money.
Vira (04:33):
We just don't want to bore you guys with our exciting
lives. You know.
Andriy (04:38):
I don't give like a word to say to Vira, but
by the way, let us know if weare boring you as Vira said
or not.
Would you like to hearwhat's going on in our
life in the businessbehind the scenes.
Vira (04:50):
Oh gosh, I can give you so many updates you
guys just like let me know ifyou want to hear them.
But today's topic was kindof inspired by you Andriy.
Because honestly untilI started researching this
episode I didn't realize howbig this holiday was. And
today we will be talking aboutSt.
(05:10):
Patrick's Day.
Yeah.
So I was like shocked torealize that apparently
in the States it's probably evenbigger than in Ireland,
the place where this.
Where this holiday started.
Andriy (05:25):
We have a parade in New York. Entire
part. Like you have likeMacy's. I'm not as big as Macy's
parade, but like they closingthe street people on March
of 17th.
You go to New York City, toManhattan, and everybody
is green.
Everybody like you Ireland ornot everybody is green.
Vira (05:44):
No, actually what I learned that they just
started celebrating this holidaylike as a holiday in
Ireland back in like 60s or80s or something.
But US was celebrating it as a.
With a paradelong time before that.
Apparently inIreland, it was like
a big Catholic holiday becauseSt. Patrick is like a symbol of
Ireland or whatever.
(06:05):
But yeah, they'venever had this huge party. So
that's like Americanswho started this.
And in fact.
Andriy (06:12):
Yeah, in America, I think it's more about
drinking. Like, drinking. It'slike for all adults.
Because I heard bunch ofstories like where a
wife or husband say, hey, I'llbe going out for St. Patrick.
Don't wait for me. Andlike, it's like excuse to like
to be wasted.
Vira (06:31):
And that's funny that you mentioned about the New York
parade.
I didn't realize that thatNew York parade is actually the
biggest St. Patrick'sDay parade in the
freaking world.
It's bigger than inEurope. It's bigger than
in Ireland.
It's bigger thanin Chicago. And Chicago is like
pretty like going all in onthat parade as well.
But apparently NewYork knows how to
(06:51):
party. New Yorkknow how to party.
Andriy (06:53):
Do you know they paint the water
in green?
Vira (06:56):
I think it was in Chicago. No.
Andriy (06:58):
Yeah, yeah, it is.
Vira (07:00):
And actually I have a fun fact about it.
Okay, Andriy,let's turn it into the game.
So, like, guess how many poundsof green dye they are using
every year to turn Chicagoriver green.
So answer A.
40 pounds, answer B.
10 pounds, answer C.
(07:21):
100 pounds.
Andriy (07:23):
It's tricky.
Let's do 40.
Vira (07:24):
Yes. And you are right. They used to do like 100
pounds of green vegetabledye. And it's like completely
disposable. And it's like avegetable base. Right.
So it's safe. But it stillhad like a very big
impact on environment.
So they cut it down to 40,which honestly, it still looks
very impressive.
Every time I see that river, itlooks just like the river in
(07:46):
the city where I grew up, tobe honest.
Bring so much.
Andriy (07:50):
I checked, people are spending in US 5.8
billion on St. Patrick Day.
So it's five times smaller thanSt.
Valentine's Day.
Which is, I meanunderstandable. But still
5.8 billion.
It's a lot. And today what weprepare, actually Vira prepared.
I'm just following along 7, 7ideas and email examples you
(08:13):
can like campaigns youcan run for St.
Patrick's Day.
So Vira, let's start.
Vira (08:19):
Yeah, let's start from like a very basic one
and kind of obvious but believeme, you can turn this strategy
fun. So a very popularstrategy to do on
St. Patrick Day is to runa sale. But listen, you
don't have to do the good oldboring discount code
sale or whatever.
You can be creative. Forexample, a lot of
brands are doingsome like random number. For
(08:41):
example, like 17% off at acheckout. 17 because 17 is
connected to March 17th,I guess.
Yeah. So you can go withthat theme or you can do
something different.
You can do like a surprisediscount code because of this
entire theme of luck andsurprise and kind of this stuff
(09:06):
and yeah, you can be verycreative with that.
There's actually onemore campaign idea
that I want to share with you.
But Andriy, doyou have any like memorable
designs that you enjoyed likefor.
Andriy (09:16):
Yeah, I don't, I don't have an example like to show
but I remember those,you know, those opt in
methods like where youhave to scratch.
So I know some brandagain spacing out the name but
they were usingthat like you need
to kind of scratch to win. Sobasically which related to the.
To the lock.
Lock of St. Patrick days.
Vira (09:36):
Yeah, it's very well connects with the topic
of the holiday.
I really enjoyed thiscampaign. If you guys,
if you are watching uson YouTube,
you'll see it on yourscreens. If you're not
watching us on YouTube, why areyou not watching us on
YouTube? But anyways,we're going to walk you
through, we're goingto walk you through this design.
This design is actuallyfrom the brand called Two
Blind Brothers.
And the entire idea ofthis company is
(10:01):
pretty cool. To be honest.
I just learned aboutit a few days ago. But
apparently they are big.
Basically in this campaignyou are shopping blind to
basically like test your luck.
So you have three options.
$29, $59 and $199.
And you are shopping blind.
They are saying likeshopping blind is like
(10:22):
having a pot of goldto deliver to your doorstep. So
you're spending certainamount of money with
the brand but youdon't know what you're getting.
And this is like kind ofa surprise.
But actually I waslike, at first I
was like turned offby this idea.
Andriy (10:36):
What are they selling, I don't get it?
Vira (10:38):
They are actually selling this like the softest,
I don't know, like thesoftest shirts in the
world or whatever.
But the concept of their brandis pretty cool.
So they are actually,they are called the Two
Blind Brothers.
And all of their proceeds fromthe sales are going to
foundation FindingBlindness to help
cure the blindness.
(10:59):
100% of that like organizationmoney are going to
that foundation of like findingthe blindness.
But actually the idea isthat you are buying something
that you can't see.
So they say wepromise you'll get something
you love.
If you don't thinkit's perfect, you can
return it, no questions asked.
So basically this is like a funway of like gamifying maybe
(11:23):
like the non for profitdonations. But
basically you can pickwhether you're getting $29
worth of products, 59 or 199.
You don't knowexactly what you're
getting but if youdon't like it, you can just
return it.
But I really like this idea.
Yeah.
Andriy (11:39):
I do love it a lot. Not sure how to kind of tie
for other brands. ButI also love their mission.
But also in addition, whenyou buy kind of not seeing what
you're buying, it's like,you know, like almost that
experience of blind person.
Because even.
Vira (11:56):
Yeah, it's a good metaphor, right?
Yeah, it's avery good metaphor.
I love their branding. I lovethis St.
Patrick's Day email.
And actually whatI didn't realize,
Andriy and I justread about this email design
that all of their emaildesigns are obviously
accessible.
So blind people, they can readthese emails through special
(12:16):
software that reads emails outloud. Right.
And also, even if you haveproblems with contrast, you can
see a high contrast or whatever.
You would be still able to readthis email because it uses this
high contrast colors. Ithas this green on dark black.
So it's easier on ice if youhave some sort of vision
(12:38):
impairment. So yeah, I lovetheir branding, love their idea.
Yeah.
Andriy (12:42):
What is the next strategy, Vira?
Vira (12:44):
The next one is kind of obvious, but I love that
go green or go home.
So yeah, so very obvious andsafe decision on St.
Patrick days too.
Go like all green. And I knowAndriy, that you are a big
advocate of having this emailsvery like visually.
Andriy (13:04):
But I misunderstood what you just said.
Go green.
Like I was thinking about likecolor green.
Vira (13:11):
Yes. And that's actually the color green. Yes.
This strategy,we're going to be
talking about thecolor green, but the next
strategy.
Andriy (13:18):
Oh, not to say not sustainability green.
Vira (13:21):
Oh, okay. Thank you for spoiling
strategy number three, Andriy.
Andriy (13:25):
Okay.
Okay.
Okay. So I missed. And there's.
Vira (13:28):
Yeah. In this strategy, I was
specifically talking about colorgreen because this is like the
biggest symbol of this holiday.
Right. And I know thatyou are a big advocate of emails
communicate that like messagingthrough color.
Like we talked about likeValentine's Day.
Right.
Andriy (13:44):
Yeah. If you could argue with me about
Valentine's Day inhere, there's no argument. You
have to put something green on.
Vira (13:51):
Yeah. It's kinda. It's kind of required at
this point. Right?
Yeah. So if you havegreen product,
definitely feature it. Thiscompany, Pulp and Press,
I think they selling likeraw fresh juices or like juices
shots.
They actually took it the wholestep further.
First of all, their email isall green and looking nice. But
(14:14):
also they are prettymuch promoting their green
cleanse program orlike the green cleanse
products in this email.
So. Yeah, so you can getit with some sort of
like a discount specifically forSt. Patrick's Day,
which I think is really cool.
Andriy (14:29):
Okay, then the. My spoiler.
Spoil this. Let me cover thespoil strategies.
Vira (14:35):
Please do this.
Andriy (14:36):
Like go green, but not now we're talking
not about the color, butwe're talking about the mission
of some kind of sustainabilityeither it's packaging,
it's. I don'tknow, like no return policy,
stuff like that.
More people I talking to,they don't realize that
returning products affectsenvironment. Because like.
Vira (14:59):
I never thought about it, Andriy.
Andriy (15:01):
Oh, it's a big issue.
Vira (15:02):
Explain that.
Andriy (15:03):
I mean listen, you have. So you receive a
package, correct?
Vira (15:07):
Right.
Andriy (15:07):
They probably ship it via like plane,
like truck.
There was emission in the airand like returning you
almost doubling that impact onthe environment.
And also you need torepackage it.
It's a big thing.
There are statistics onthe Internet about that. But I
do return products if I.
(15:27):
If I don't need them.
But I buying withcautious. But I know some people
who like buy a lot of stuff andthey like oh, because
I can return it, you know. Andthey keep only one item. They
let's say buy five pairsof jeans and just pick one.
Vira (15:43):
Yeah, well, because for you guys it's
easier. Like myhusband yesterday he literally
ordered five pairs of shorts,but he kept them all.
So he like purposefullyordered five pair of
shorts. But myhusband, he's shaped
like spongebob.
He's like rectangular,you know. So for
him it's like super easy tobuy shorts.
Andriy (16:00):
I'm glad he's not listening.
I'm glad he's not listening.
Vira (16:05):
No, he's listening.
But yeah, I meanfor guys it's like easier to
buy like stuff andhe's very like low maintenance
in fashion terms.
But for me, very often itjust doesn't
fit. It doesn't look good. But Inever thought about this like
aspect as a sustainabilityaspect. This is like huge.
I never thought about it.
Andriy (16:25):
Yeah, yeah. And I mean it's a strategy. Some
brands are using green, likeI'm not sure how it's related
about for St. PatrickDay, but it's related kind of
to the color like, or a play ofwords. Green.
Vira (16:39):
Yeah, yeah, totally.
Andriy (16:40):
Because honestly on St.
Patrick is like, might be oneof the, the least sustainable
holiday because people drinking,using a lot of plastic,
plastic cups, like drinkbeers, like whole Manhattan
covered in those plastic hops.
Vira (16:54):
Yeah. So maybe that's the angle that you can
talk about. But I reallylike this email by Bergson where
they are promoting theirlike a self charging
backpack, believeit or not. So it
basically like abackpack with like a
panel on the back that ischarging. And yeah, they created
this like entire email and theyspecifically featured their
green product.
(17:14):
Although they do havelike multiple options. But
yeah, if you havelike green products, definitely
feature them for St. Patrick'sDay. Some brands are even
taking it like a stepfurther and they are launching
specific products for St.
Patrick's Day.
I'm obsessed with this email byChubby's.
Every year for St.
(17:35):
Patrick's Day they arelaunching this like cute Irish
flag colors overallsfor men or I
guess they're gender neutral.
But yeah, this is theproduct that you can
exclusively buy around StPatrick's it sells out very
fast and basically your onlychance is to buy it
around the holidaysor you'll have to
(17:57):
wait until the nextyear. So yeah, I think it's kind
of cute and the design isfunny as always.
Andriy (18:02):
Cool. You have another example from homage.
Homage. How doyou say it? Homage.
And I'm just curiousabout their price.
It's $20.16.
Why is that? Do you know?
Vira (18:13):
Have no idea.
Only I meanI don't know what their pricing
strategy is.
I assume they went down for theholidays.
But yeah, they alsoare launching, I assume some
holiday themed products aroundSt. Patrick's Day. Yeah.
Awesome.
Okay, so another big thingis obviously incorporating other
(18:34):
holiday elements.
So it doesn't have tobe like all green. You
can go with the theme ofgold because apparently gold
is also like one of the symbolsof that holiday.
It's a pot of goldkind of theme.
You can include this like luckyshamrocks in your designs.
Some Companies are taking itlike step further and they are
(18:58):
even like rebranding,not rebranding but changing some
elements on their website. Theeasiest thing that you
can do is probablychange your opt in forms for the
holidays because they arelike super easy to redesign.
You can do some,you can maybe like
change some opt ins forlike really kind of pop ups
(19:19):
where your customer canactually like win the
discount code ina way or you can like
gamify this entire experienceof opting into the list.
Andriy (19:28):
Yeah, and Willio or you know those like
if you're not familiar whatWillio is, it's basically the
roulette playingon the side of your screen and
giving a chance for aperson to win a discount.
And honestly it was overusedso much that it's not effective
anymore.
However, this holidays isexceptional.
(19:49):
So you might try it only forlet's say one week or only
month, like few weeks before theholiday and test it out and
make it relevant forSt. Patrick's Day and your
conversion might go up.
Vira (20:04):
Yeah and in general I like this topic of lucky day
so you can say somethinglike it's your lucky day on
the opt in method.
I really like this email bySiwana. I
think, I don't know how topronounce this brand to be
honest but they didhave this really cool email
that basically where you couldwin different discount codes.
(20:26):
It was saying feeling lucky, asecret offer awaits, what
will you get? Andyou could click on CDA and it
would reveal thedeal. I'm not sure if that deal
was the same fortheir entire list or maybe they
somehow like randomized thatprocess.
But I bet this type of strategywould help you with
improving yourclick through rates
a lot because it adds thatlittle bit of like spiciness,
(20:48):
spiciness and like fun intoyour emails.
Andriy (20:51):
By the way, I just got, can you stay on that? I just got
an idea how people cando it from technical
perspective.
So basically if you'relistening and not watching, as
Vira said, why youare not watching us.
But if you'relistening and driving a car. So
please don't, don't watch,just listen.
So it's email and there's threeoptions.
(21:14):
The gift box, the question markand percentage sign.
And at the bottomthere's call to action,
the button called revealthe deal.
So if you want everybody who'sclicking to go to
three differentoptions, what you can do, you
recreate this email assplit test A, B, C and in each
(21:35):
version put different link todifferent offer.
And this is kind of I meanjust to split tests which
offers, I mean where peopletook action.
But it would be hard, you know,to compare because they don't
know what you're like,what the discount.
Vira (21:53):
I mean you can still track the conversion, right?
You can still seewhether or not people
like convert itand what converted better the
percentage discount,like dollar discount or like a
freebie.
So yeah, it's actually a veryinteresting and very simple
strategy to implement now whenI think about it.
Andriy (22:11):
Yeah, anybody can do it. And actually, Vira,
we should tell the team andprobably try it for some
of our clients.
Vira (22:19):
Yeah, that would require some work on clients end.
Right. They'll need to setup different landing pages or
somehow communicate thediscount code to the customers.
But I mean it's still a reallycool idea and you can literally
duplicate that same landingpage and just adjust
it slightly.
(22:39):
And obviously another bigstrategy is going Irish.
Anything Irish themedwould work perfectly around this
holidays.
I really like this email.
I think it was by DeathWish Coffee.
Andriy, do you know aboutthem? Have you tried it?
Andriy (22:57):
I never have not tried them, but I knew the
director of marketing or thedirector of retention.
I met him on theconference. Oh, I met him at the
Klaviyo Boston withyou. We were passing by and they
just stopped him and say hello.
It was a long time ago.
It was 2000 maybe.
Vira (23:15):
I don't remember. It was yeah, years ago.
But I mean they aredoing an amazing job with their
emails.
And I really loved thisemail that they created for
St. Patrick Day wherethey basically shared their best
recipe for Irish coffeewhich is like honestly super
simple.
Just like mixcoffee and whiskey and whatever
(23:37):
and you're good to go.
But I mean it was still verylike nicely tied together.
Right.
So you would think like whatcoffee company could do for
Irish holiday, but apparentlyyou can, you can
be creative with that.
Andriy (23:54):
Actually yesterday I was hanging out with three Irish
from Irish Ireland.
Ireland not living here, butthey came from Ireland from
a company called Dataship.
We're about to partner upwith them.
But also fun fact, for thisChristmas I got twice gift boxes
from Ireland directly with allIrish products.
Vira (24:17):
Like they are doing an amazing job
with marketing.
I didn't realizethat, but Ireland is
not a big country. Thereare maybe like,
I don't know, like 7million people. I need
to check that number.
But it's not a big country.
But like wherever you wouldgo in the world you
would see an Irish pub. Ikid you not, we've been to
Irish pub at the basecamp freaking Everest.
(24:39):
Can you imaginelike literally at
the Base camp ofEverest. They have Irish pub.
And they. I mean,their brand is, like, so strong.
It's amazing.
I've never been toIreland. It's on
my list. I'll probablygo there for a
weekend or something becauseit's like, so close.
But, yeah, those guys aredoing an amazing job with
branding.
Andriy (24:57):
So I asked yesterday, I said, like, what is Irish
cuisine? Like, if I want togo there to eat some food, like,
what kind of, like,what should I expect?
They responded like, it was sofun. I would not be
able to repeatthat. But I was like,
what is Irishcuisine? What should
I try? And they told me Saks.
And I'm like, excuse me, whatdo you mean? And they
(25:17):
like sex. And I'mlike, what do you mean?
She's like, don't go toIreland for food
because food is notgood, but go to Ireland for sex.
I'm like, what?
Vira (25:26):
That's pretty bald.
Yeah. I mean,I feel like they're a
national cuisine.
Andriy (25:32):
They are bold people. They are very
straightforward.
They don't mess around. Theyclick right.
But I like it.
Vira (25:40):
I like it.
I like this kindof. I enjoy that
very much. In GreatBritain, that's, like, aspect of
people being, like,direct in your face. I like,
wow, that's fresh. I love that.
And actually in Ireland, Iwould think it's going to
be something likethe national cuisine.
It would be either Guinnessor, I don't know, something
made from potato, because that'spretty much 90% of
(26:02):
their cuisine.
Andriy (26:03):
I'm not sure how people in Vancouver or
Canada in general, but when youtalk with people, there's. In
here in the U.S.
it's like, you need to keep thesocial distance and
not because of COVID It's like,culturally there's like, yeah,
yeah, like a bubble. But withEuropeans, like, even in
Ukraine, I didn'texperience that. But
(26:24):
like, in with UK people,Irish people, it's like when
they are talking, they're goingso close to your face.
Vira (26:30):
That you're like, there's like, no
personal space inhere. Andriy. Yeah, I've
noticed too, actually.
Andriy (26:35):
And I'm like, I feel not com.
I mean, I feel, like, weirdbecause, like, I don't want
to insult the person. And I'mfrom Ukraine and I'm like, I
know that, like, culturaldifference and it's
probably in their culture andit's normal, but after 20 years
of living here in US I forgot.
Forgot that thing.
Vira (26:54):
Yeah, yeah, no, definitely, I've
noticed that. And in Vancouver,that, like, personal
space bubble is evenbigger because
you're living in thefreaking mountains.
You have like huge likespaces all to yourself. And
Vancouver is onlylike, it's not even a
million people.
It's like 800,000 orsomething. It's not a big, it's
not a big city.
But in London there is no suchthing as like private space. But
(27:15):
I kind of get usedto it. Today I had
like the cutest story happen tome. I was going from like a
supermarket because I do have tocarry all of my
grocery in hand becausewe don't have car
anymore. That's apart of the beauty of
living in city likeLondon. But the random kid just
like stopped and he waslike, can I help
you to carry that bag? I'm like,oh, that's so
sweet of you. And heliterally helped me
(27:35):
carry the bags to my home.
He didn't like ask for money ornothing. Maybe he was
like, I'm going to help thisold lady. Because
he was like literallymaybe like 17, I don't know.
I was helping old ladiescarrying stuff. But
it was like so nice.
And it would never happen inVancouver because
maybe they even have the urgeto help you, but they have that
appreciation for your personalspace. They would never
(27:58):
intrude, they wouldnever get into your personal
bubble. And I kind of enjoythat here.
People are closer to eachother, if that makes sense.
Andriy (28:07):
So yeah, it doesn't happen in New
York and if somebody offers youto help, it's like,
no, thank you.
A little bit cautious aboutthat. I'm not saying people,
there's no good people here, butsometimes it's like, can be two
sided. So okay, let's move on.
Vira (28:24):
I kind of thought about my risks, but I realized
that maybe he would steal like20 pounds worth of eggs and
milk. I was like, I'mgonna give humanity a chance,
so let's give it a try.
Yeah. And the last strategythat we have for you guys
is don't take this holiday tooseriously.
(28:44):
And what I mean by that,a lot of brands are doing
an amazing job with like usinghumor and fun around these
holidays topromote this product.
I'm obsessed withthis email by Harris
Andriy. Have you heard of them?
Andriy (28:58):
Yeah, I did.
Vira (28:59):
Yeah. I mean they are huge.
You must have heard about them.
Andriy (29:02):
But basically it's like their neighbor like next
door has an office, but heshows up once
every two months or so. Sohe got Harry's and like box of
Harry's was like laying therefor a month.
Yes.
Vira (29:19):
For those of you guys who don't know what
Harry's is. It'sbasically like this,
almost like a subscriptioncompany for shaving products.
Am I right? Isthat the proper way
to explain what they do?
Yeah. So kind of like a dollarshave club, but more like
upscale. I would think.
Andriy (29:35):
They're a direct competitor.
Vira (29:37):
Oh, yeah. I didn't realize that
the model is very similar. Theyactually did this super fun
email a few years ago orlast year where they had this
little image with the guy with amustache drinking this dark
Irish beer.
And he has some beer lefton his mustache.
(29:57):
So basically they put thisemail, like 162,000 pins of
Irish stout are lost everyyear in men's mustaches.
Crazy, right?
We thought so too. So geta good shave this St. Patrick's
Day and don't end up like thisguy. And they have this like
image of very sad guywith like beer all over his
(30:18):
face.
Andriy (30:19):
Yeah, it's so powerful.
Vira (30:22):
It just shows you that you don't necessarily have
to sell anything like green orIrish related to be relevant
on that holiday.
Right?
Andriy (30:30):
Yeah. But I would say it sounds simple and like funny.
But I bet they invested alot of money and time to come
up with that.
Vira (30:40):
Hundred percent.
And they actually did have thisentire video like designated
for that. And videois hilarious. If you
haven't seen it,you should. Yeah,
it's very funny.
Cool.
Andriy (30:50):
Yeah, I'll check it out. I love those
brands. Who does like, coolvideos for their brands?
I did share the video aboutclassic tees in the Slack
channel with the team.
I'm not sure if you saw it.
Vira (31:03):
I haven't seen it.
Andriy (31:03):
Also there's.
Did you hear there's also acool video about Popurin
or some kind of.
Vira (31:10):
Oh Popuri. It's like the old one, right?
Andriy (31:12):
Yeah, the old one video.
Vira (31:14):
I love that video.
Andriy (31:15):
Yeah. But the Classic tea is like
last month they comeup with that video. So
I'll share it after this. Andwe'll also include it under
this in this podcastepisode so you
can check it out as well.
What I'm talking about.
Yeah. And not sure ifit's Irish related, but also
about like whisky and Irishstyle. When they were bisque,
(31:38):
glint, Finnish, the whiskey,they were promoting like
woman's power.
And it's extremelypowerful video as well.
But also it's likereally tied to Ireland.
Vira (31:50):
Yeah. Yeah.
Well, I have anotherwhiskey related campaign I
wanted to share with youguys because I think it's
like super smart, superclever and funny. So there is
apparently this brand who doeswhiskey for
hundreds of years. It's calledBushmills Irish whiskey.
And they basically lastSt. Patrick Day, what they did,
(32:12):
they had four sheep,like animals.
Sheep walked into a New Yorkbar and that sheep had the names
of their names werelike Johnny, Jack and Jim.
And basically it was afterJameson, Jim Bim and
Jack Daniels and JohnnieWalker, like the biggest whiskey
(32:33):
brands. And this brand is verylike local small whiskey brand,
but apparently reallygood. And they basically walked
with this, like fouranimals into New York bar.
All of these animals had thislike names around their.
Around their necks.
And the activity wasfilmed for like this huge video.
And the idea here was toplay off the idiom
don't be a sheep, according to,like, their press
(32:55):
release. So they basicallycreated like a lot of hype with
that little campaign with thisthree or four cute animals.
Andriy (33:03):
So they throw their competitors under the bus, in
other words.
Vira (33:08):
Pretty much it's a very Irish thing to do, I'd say.
So they were on brand at least.
Yeah.
But this sheep, they look. Theylook super cute.
So I think that campaign workedwell for them.
Well, here you have it,you guys.
All of the strategiesyou can use for St. Patrick Day.
And if you have somethingexcited that we
(33:28):
haven't shared, butyou have some exciting
ideas, please doshare them in our
WhatsApp channel.
We love a good conversationabout email marketing.
Andriy (33:38):
And we also already schedule lineup great
guests on our podcast episodeswhich will be released like
February. So stay tuned.
Vira (33:48):
Yeah, I'm very excited for us. I'm very
excited for you guysto listen to this guest. The
few cool episodes are comingyour way very, very
soon. Thank youso much and we'll talk to
you next week, take care.
Andriy (34:01):
Thank you, bye!
Hello.
Hello everyone.
Welcome back to EmailEinstein the podcast by Flowium.
We are your host, Vira Sadlak.
Andriy (00:31):
And Andriy Boychuk.
Vira (00:32):
We've got to change this intro, Andriy. Every
time it's likeit's the same thing every time.
Andriy (00:37):
Why? What should I say?
I don't know. We need to make itmore festive? I guess. No?
What does festive mean? Like more?
Vira (00:43):
Like more fun. You know, more fun.
More like party in the introwe'll talk about it. But
anyways you guys, we're happy tohave you back with us.
Andriy (00:54):
Co host and co host, the man, the MAN of
email marketing industry,Klaviyo Expert.
Would you like that kind ofintroduction?
Vira (01:05):
Love that for you Andriy. Love that for you.
Cool. So maybe next timeyou'll hear us doing something
different. Wellanyways you guys, we're so happy
to have you back with usin this studio.
No, it's not astudio. I'm recording from
my living room. But anyways,we have a fun, an office.
Yeah. We have a fun littletopic to discuss with you
(01:27):
today. Andriy, do you knowwhat we're going to be
discussing today? Just likeintroduce the topic.
Andriy (01:32):
Sure, sure. But let's, let's catch up because I have
a lot to share.
I'm still like excited afteryesterday's event.
So we were hosting withRainy City Agency, actually
the local, your local brand.
By the way, you should meet,meet the founder. I
didn't know butfun fact about them that she's
(01:52):
the first female started Shopifydevelopment agency in Europe
and I believe she's stillthe one in the entire Europe.
It's a cool. Yeah.
But we did the photoshoot for three hours. We did
the like 10 to 15 slotsphoto shoots for brands.
So a lot of peoplecame in around
like, I don't know, likecloser to 40 people showed up
(02:13):
and then we had likehappy hour and then
we had private dinner which wasamazing. And I, I met so many
amazing people, like just coolpeople. And I expected
that we will betalking more about
business, but we were justdiscussing kind of
everything which is.
Vira (02:29):
Life and stuff.
Well, that's so exciting.
Andriy (02:33):
Do you like to attend like networking events?
Vira (02:36):
Absolutely.
Yeah, I do. Andactually In Vancouver,
my husband and I, we organized afew events like this.
But here in London I needto start from scratch. But there
is honestly likeso much is happening
in this city likeevery day. Like few days
ago I actuallyattended the event of my
favorite all time favoriteblogger and she was,
(02:56):
she's actually thefounder of like a really cool
brand called Intelligent Change.
You might haveheard about them.
They have this like fiveminute journal and productivity
planner. It's actuallytheir second business.
The first one they exited likea few years ago
very successfully.
But this is their newbusiness. They are
huge actually. And I went to herworkshop which was amazing. And
(03:18):
I love living in the city whereeverything is happening.
It's pretty much likeliving in New York, you know,
I've never had this likeexperience of living in like
one of the capitalsof the world, which is like
cool. Yeah, I understand thehype now.
Andriy (03:31):
Yeah, yeah, yeah. So I did the five
minute journal once whenPat Flynn, when I was like
big on was a Pat Flynnpodcast and he introduced it
to me and I did. It's avery cool practice routine.
And we do something, I mean wetook something to my family.
Like right now almost everydinner with kids
(03:53):
we asking like what is, what areyour highlights from the day?
And like kids are sharinglike I mean my 4 year old,
she's like, she's sometimeslike shares like very. I
mean for adults, likesimple things. But I,
I think it's powerful.
Vira (04:08):
Yeah, it's lovely.
They actually do have like afive minute journal
for kids as welland there's like
conversation cardsthat you can use over the dinner
so your girls might likeit. Cool.
But anyways, today's topicI'm kinda, I'm kinda excited
about.
Andriy (04:25):
You're rushing to talk about business.
Vira (04:28):
Yeah, business first, Andriy.
Andriy (04:31):
This is how we make money.
Vira (04:33):
We just don't want to bore you guys with our exciting
lives. You know.
Andriy (04:38):
I don't give like a word to say to Vira, but
by the way, let us know if weare boring you as Vira said
or not.
Would you like to hearwhat's going on in our
life in the businessbehind the scenes.
Vira (04:50):
Oh gosh, I can give you so many updates you
guys just like let me know ifyou want to hear them.
But today's topic was kindof inspired by you Andriy.
Because honestly untilI started researching this
episode I didn't realize howbig this holiday was. And
today we will be talking aboutSt.
(05:10):
Patrick's Day.
Yeah.
So I was like shocked torealize that apparently
in the States it's probably evenbigger than in Ireland,
the place where this.
Where this holiday started.
Andriy (05:25):
We have a parade in New York. Entire
part. Like you have likeMacy's. I'm not as big as Macy's
parade, but like they closingthe street people on March
of 17th.
You go to New York City, toManhattan, and everybody
is green.
Everybody like you Ireland ornot everybody is green.
Vira (05:44):
No, actually what I learned that they just
started celebrating this holidaylike as a holiday in
Ireland back in like 60s or80s or something.
But US was celebrating it as a.
With a paradelong time before that.
Apparently inIreland, it was like
a big Catholic holiday becauseSt. Patrick is like a symbol of
Ireland or whatever.
(06:05):
But yeah, they'venever had this huge party. So
that's like Americanswho started this.
And in fact.
Andriy (06:12):
Yeah, in America, I think it's more about
drinking. Like, drinking. It'slike for all adults.
Because I heard bunch ofstories like where a
wife or husband say, hey, I'llbe going out for St. Patrick.
Don't wait for me. Andlike, it's like excuse to like
to be wasted.
Vira (06:31):
And that's funny that you mentioned about the New York
parade.
I didn't realize that thatNew York parade is actually the
biggest St. Patrick'sDay parade in the
freaking world.
It's bigger than inEurope. It's bigger than
in Ireland.
It's bigger thanin Chicago. And Chicago is like
pretty like going all in onthat parade as well.
But apparently NewYork knows how to
(06:51):
party. New Yorkknow how to party.
Andriy (06:53):
Do you know they paint the water
in green?
Vira (06:56):
I think it was in Chicago. No.
Andriy (06:58):
Yeah, yeah, it is.
Vira (07:00):
And actually I have a fun fact about it.
Okay, Andriy,let's turn it into the game.
So, like, guess how many poundsof green dye they are using
every year to turn Chicagoriver green.
So answer A.
40 pounds, answer B.
10 pounds, answer C.
(07:21):
100 pounds.
Andriy (07:23):
It's tricky.
Let's do 40.
Vira (07:24):
Yes. And you are right. They used to do like 100
pounds of green vegetabledye. And it's like completely
disposable. And it's like avegetable base. Right.
So it's safe. But it stillhad like a very big
impact on environment.
So they cut it down to 40,which honestly, it still looks
very impressive.
Every time I see that river, itlooks just like the river in
(07:46):
the city where I grew up, tobe honest.
Bring so much.
Andriy (07:50):
I checked, people are spending in US 5.8
billion on St. Patrick Day.
So it's five times smaller thanSt.
Valentine's Day.
Which is, I meanunderstandable. But still
5.8 billion.
It's a lot. And today what weprepare, actually Vira prepared.
I'm just following along 7, 7ideas and email examples you
(08:13):
can like campaigns youcan run for St.
Patrick's Day.
So Vira, let's start.
Vira (08:19):
Yeah, let's start from like a very basic one
and kind of obvious but believeme, you can turn this strategy
fun. So a very popularstrategy to do on
St. Patrick Day is to runa sale. But listen, you
don't have to do the good oldboring discount code
sale or whatever.
You can be creative. Forexample, a lot of
brands are doingsome like random number. For
(08:41):
example, like 17% off at acheckout. 17 because 17 is
connected to March 17th,I guess.
Yeah. So you can go withthat theme or you can do
something different.
You can do like a surprisediscount code because of this
entire theme of luck andsurprise and kind of this stuff
(09:06):
and yeah, you can be verycreative with that.
There's actually onemore campaign idea
that I want to share with you.
But Andriy, doyou have any like memorable
designs that you enjoyed likefor.
Andriy (09:16):
Yeah, I don't, I don't have an example like to show
but I remember those,you know, those opt in
methods like where youhave to scratch.
So I know some brandagain spacing out the name but
they were usingthat like you need
to kind of scratch to win. Sobasically which related to the.
To the lock.
Lock of St. Patrick days.
Vira (09:36):
Yeah, it's very well connects with the topic
of the holiday.
I really enjoyed thiscampaign. If you guys,
if you are watching uson YouTube,
you'll see it on yourscreens. If you're not
watching us on YouTube, why areyou not watching us on
YouTube? But anyways,we're going to walk you
through, we're goingto walk you through this design.
This design is actuallyfrom the brand called Two
Blind Brothers.
And the entire idea ofthis company is
(10:01):
pretty cool. To be honest.
I just learned aboutit a few days ago. But
apparently they are big.
Basically in this campaignyou are shopping blind to
basically like test your luck.
So you have three options.
$29, $59 and $199.
And you are shopping blind.
They are saying likeshopping blind is like
(10:22):
having a pot of goldto deliver to your doorstep. So
you're spending certainamount of money with
the brand but youdon't know what you're getting.
And this is like kind ofa surprise.
But actually I waslike, at first I
was like turned offby this idea.
Andriy (10:36):
What are they selling, I don't get it?
Vira (10:38):
They are actually selling this like the softest,
I don't know, like thesoftest shirts in the
world or whatever.
But the concept of their brandis pretty cool.
So they are actually,they are called the Two
Blind Brothers.
And all of their proceeds fromthe sales are going to
foundation FindingBlindness to help
cure the blindness.
(10:59):
100% of that like organizationmoney are going to
that foundation of like findingthe blindness.
But actually the idea isthat you are buying something
that you can't see.
So they say wepromise you'll get something
you love.
If you don't thinkit's perfect, you can
return it, no questions asked.
So basically this is like a funway of like gamifying maybe
(11:23):
like the non for profitdonations. But
basically you can pickwhether you're getting $29
worth of products, 59 or 199.
You don't knowexactly what you're
getting but if youdon't like it, you can just
return it.
But I really like this idea.
Yeah.
Andriy (11:39):
I do love it a lot. Not sure how to kind of tie
for other brands. ButI also love their mission.
But also in addition, whenyou buy kind of not seeing what
you're buying, it's like,you know, like almost that
experience of blind person.
Because even.
Vira (11:56):
Yeah, it's a good metaphor, right?
Yeah, it's avery good metaphor.
I love their branding. I lovethis St.
Patrick's Day email.
And actually whatI didn't realize,
Andriy and I justread about this email design
that all of their emaildesigns are obviously
accessible.
So blind people, they can readthese emails through special
(12:16):
software that reads emails outloud. Right.
And also, even if you haveproblems with contrast, you can
see a high contrast or whatever.
You would be still able to readthis email because it uses this
high contrast colors. Ithas this green on dark black.
So it's easier on ice if youhave some sort of vision
(12:38):
impairment. So yeah, I lovetheir branding, love their idea.
Yeah.
Andriy (12:42):
What is the next strategy, Vira?
Vira (12:44):
The next one is kind of obvious, but I love that
go green or go home.
So yeah, so very obvious andsafe decision on St.
Patrick days too.
Go like all green. And I knowAndriy, that you are a big
advocate of having this emailsvery like visually.
Andriy (13:04):
But I misunderstood what you just said.
Go green.
Like I was thinking about likecolor green.
Vira (13:11):
Yes. And that's actually the color green. Yes.
This strategy,we're going to be
talking about thecolor green, but the next
strategy.
Andriy (13:18):
Oh, not to say not sustainability green.
Vira (13:21):
Oh, okay. Thank you for spoiling
strategy number three, Andriy.
Andriy (13:25):
Okay.
Okay.
Okay. So I missed. And there's.
Vira (13:28):
Yeah. In this strategy, I was
specifically talking about colorgreen because this is like the
biggest symbol of this holiday.
Right. And I know thatyou are a big advocate of emails
communicate that like messagingthrough color.
Like we talked about likeValentine's Day.
Right.
Andriy (13:44):
Yeah. If you could argue with me about
Valentine's Day inhere, there's no argument. You
have to put something green on.
Vira (13:51):
Yeah. It's kinda. It's kind of required at
this point. Right?
Yeah. So if you havegreen product,
definitely feature it. Thiscompany, Pulp and Press,
I think they selling likeraw fresh juices or like juices
shots.
They actually took it the wholestep further.
First of all, their email isall green and looking nice. But
(14:14):
also they are prettymuch promoting their green
cleanse program orlike the green cleanse
products in this email.
So. Yeah, so you can getit with some sort of
like a discount specifically forSt. Patrick's Day,
which I think is really cool.
Andriy (14:29):
Okay, then the. My spoiler.
Spoil this. Let me cover thespoil strategies.
Vira (14:35):
Please do this.
Andriy (14:36):
Like go green, but not now we're talking
not about the color, butwe're talking about the mission
of some kind of sustainabilityeither it's packaging,
it's. I don'tknow, like no return policy,
stuff like that.
More people I talking to,they don't realize that
returning products affectsenvironment. Because like.
Vira (14:59):
I never thought about it, Andriy.
Andriy (15:01):
Oh, it's a big issue.
Vira (15:02):
Explain that.
Andriy (15:03):
I mean listen, you have. So you receive a
package, correct?
Vira (15:07):
Right.
Andriy (15:07):
They probably ship it via like plane,
like truck.
There was emission in the airand like returning you
almost doubling that impact onthe environment.
And also you need torepackage it.
It's a big thing.
There are statistics onthe Internet about that. But I
do return products if I.
(15:27):
If I don't need them.
But I buying withcautious. But I know some people
who like buy a lot of stuff andthey like oh, because
I can return it, you know. Andthey keep only one item. They
let's say buy five pairsof jeans and just pick one.
Vira (15:43):
Yeah, well, because for you guys it's
easier. Like myhusband yesterday he literally
ordered five pairs of shorts,but he kept them all.
So he like purposefullyordered five pair of
shorts. But myhusband, he's shaped
like spongebob.
He's like rectangular,you know. So for
him it's like super easy tobuy shorts.
Andriy (16:00):
I'm glad he's not listening.
I'm glad he's not listening.
Vira (16:05):
No, he's listening.
But yeah, I meanfor guys it's like easier to
buy like stuff andhe's very like low maintenance
in fashion terms.
But for me, very often itjust doesn't
fit. It doesn't look good. But Inever thought about this like
aspect as a sustainabilityaspect. This is like huge.
I never thought about it.
Andriy (16:25):
Yeah, yeah. And I mean it's a strategy. Some
brands are using green, likeI'm not sure how it's related
about for St. PatrickDay, but it's related kind of
to the color like, or a play ofwords. Green.
Vira (16:39):
Yeah, yeah, totally.
Andriy (16:40):
Because honestly on St.
Patrick is like, might be oneof the, the least sustainable
holiday because people drinking,using a lot of plastic,
plastic cups, like drinkbeers, like whole Manhattan
covered in those plastic hops.
Vira (16:54):
Yeah. So maybe that's the angle that you can
talk about. But I reallylike this email by Bergson where
they are promoting theirlike a self charging
backpack, believeit or not. So it
basically like abackpack with like a
panel on the back that ischarging. And yeah, they created
this like entire email and theyspecifically featured their
green product.
(17:14):
Although they do havelike multiple options. But
yeah, if you havelike green products, definitely
feature them for St. Patrick'sDay. Some brands are even
taking it like a stepfurther and they are launching
specific products for St.
Patrick's Day.
I'm obsessed with this email byChubby's.
Every year for St.
(17:35):
Patrick's Day they arelaunching this like cute Irish
flag colors overallsfor men or I
guess they're gender neutral.
But yeah, this is theproduct that you can
exclusively buy around StPatrick's it sells out very
fast and basically your onlychance is to buy it
around the holidaysor you'll have to
(17:57):
wait until the nextyear. So yeah, I think it's kind
of cute and the design isfunny as always.
Andriy (18:02):
Cool. You have another example from homage.
Homage. How doyou say it? Homage.
And I'm just curiousabout their price.
It's $20.16.
Why is that? Do you know?
Vira (18:13):
Have no idea.
Only I meanI don't know what their pricing
strategy is.
I assume they went down for theholidays.
But yeah, they alsoare launching, I assume some
holiday themed products aroundSt. Patrick's Day. Yeah.
Awesome.
Okay, so another big thingis obviously incorporating other
(18:34):
holiday elements.
So it doesn't have tobe like all green. You
can go with the theme ofgold because apparently gold
is also like one of the symbolsof that holiday.
It's a pot of goldkind of theme.
You can include this like luckyshamrocks in your designs.
Some Companies are taking itlike step further and they are
(18:58):
even like rebranding,not rebranding but changing some
elements on their website. Theeasiest thing that you
can do is probablychange your opt in forms for the
holidays because they arelike super easy to redesign.
You can do some,you can maybe like
change some opt ins forlike really kind of pop ups
(19:19):
where your customer canactually like win the
discount code ina way or you can like
gamify this entire experienceof opting into the list.
Andriy (19:28):
Yeah, and Willio or you know those like
if you're not familiar whatWillio is, it's basically the
roulette playingon the side of your screen and
giving a chance for aperson to win a discount.
And honestly it was overusedso much that it's not effective
anymore.
However, this holidays isexceptional.
(19:49):
So you might try it only forlet's say one week or only
month, like few weeks before theholiday and test it out and
make it relevant forSt. Patrick's Day and your
conversion might go up.
Vira (20:04):
Yeah and in general I like this topic of lucky day
so you can say somethinglike it's your lucky day on
the opt in method.
I really like this email bySiwana. I
think, I don't know how topronounce this brand to be
honest but they didhave this really cool email
that basically where you couldwin different discount codes.
(20:26):
It was saying feeling lucky, asecret offer awaits, what
will you get? Andyou could click on CDA and it
would reveal thedeal. I'm not sure if that deal
was the same fortheir entire list or maybe they
somehow like randomized thatprocess.
But I bet this type of strategywould help you with
improving yourclick through rates
a lot because it adds thatlittle bit of like spiciness,
(20:48):
spiciness and like fun intoyour emails.
Andriy (20:51):
By the way, I just got, can you stay on that? I just got
an idea how people cando it from technical
perspective.
So basically if you'relistening and not watching, as
Vira said, why youare not watching us.
But if you'relistening and driving a car. So
please don't, don't watch,just listen.
So it's email and there's threeoptions.
(21:14):
The gift box, the question markand percentage sign.
And at the bottomthere's call to action,
the button called revealthe deal.
So if you want everybody who'sclicking to go to
three differentoptions, what you can do, you
recreate this email assplit test A, B, C and in each
(21:35):
version put different link todifferent offer.
And this is kind of I meanjust to split tests which
offers, I mean where peopletook action.
But it would be hard, you know,to compare because they don't
know what you're like,what the discount.
Vira (21:53):
I mean you can still track the conversion, right?
You can still seewhether or not people
like convert itand what converted better the
percentage discount,like dollar discount or like a
freebie.
So yeah, it's actually a veryinteresting and very simple
strategy to implement now whenI think about it.
Andriy (22:11):
Yeah, anybody can do it. And actually, Vira,
we should tell the team andprobably try it for some
of our clients.
Vira (22:19):
Yeah, that would require some work on clients end.
Right. They'll need to setup different landing pages or
somehow communicate thediscount code to the customers.
But I mean it's still a reallycool idea and you can literally
duplicate that same landingpage and just adjust
it slightly.
(22:39):
And obviously another bigstrategy is going Irish.
Anything Irish themedwould work perfectly around this
holidays.
I really like this email.
I think it was by DeathWish Coffee.
Andriy, do you know aboutthem? Have you tried it?
Andriy (22:57):
I never have not tried them, but I knew the
director of marketing or thedirector of retention.
I met him on theconference. Oh, I met him at the
Klaviyo Boston withyou. We were passing by and they
just stopped him and say hello.
It was a long time ago.
It was 2000 maybe.
Vira (23:15):
I don't remember. It was yeah, years ago.
But I mean they aredoing an amazing job with their
emails.
And I really loved thisemail that they created for
St. Patrick Day wherethey basically shared their best
recipe for Irish coffeewhich is like honestly super
simple.
Just like mixcoffee and whiskey and whatever
(23:37):
and you're good to go.
But I mean it was still verylike nicely tied together.
Right.
So you would think like whatcoffee company could do for
Irish holiday, but apparentlyyou can, you can
be creative with that.
Andriy (23:54):
Actually yesterday I was hanging out with three Irish
from Irish Ireland.
Ireland not living here, butthey came from Ireland from
a company called Dataship.
We're about to partner upwith them.
But also fun fact, for thisChristmas I got twice gift boxes
from Ireland directly with allIrish products.
Vira (24:17):
Like they are doing an amazing job
with marketing.
I didn't realizethat, but Ireland is
not a big country. Thereare maybe like,
I don't know, like 7million people. I need
to check that number.
But it's not a big country.
But like wherever you wouldgo in the world you
would see an Irish pub. Ikid you not, we've been to
Irish pub at the basecamp freaking Everest.
(24:39):
Can you imaginelike literally at
the Base camp ofEverest. They have Irish pub.
And they. I mean,their brand is, like, so strong.
It's amazing.
I've never been toIreland. It's on
my list. I'll probablygo there for a
weekend or something becauseit's like, so close.
But, yeah, those guys aredoing an amazing job with
branding.
Andriy (24:57):
So I asked yesterday, I said, like, what is Irish
cuisine? Like, if I want togo there to eat some food, like,
what kind of, like,what should I expect?
They responded like, it was sofun. I would not be
able to repeatthat. But I was like,
what is Irishcuisine? What should
I try? And they told me Saks.
And I'm like, excuse me, whatdo you mean? And they
(25:17):
like sex. And I'mlike, what do you mean?
She's like, don't go toIreland for food
because food is notgood, but go to Ireland for sex.
I'm like, what?
Vira (25:26):
That's pretty bald.
Yeah. I mean,I feel like they're a
national cuisine.
Andriy (25:32):
They are bold people. They are very
straightforward.
They don't mess around. Theyclick right.
But I like it.
Vira (25:40):
I like it.
I like this kindof. I enjoy that
very much. In GreatBritain, that's, like, aspect of
people being, like,direct in your face. I like,
wow, that's fresh. I love that.
And actually in Ireland, Iwould think it's going to
be something likethe national cuisine.
It would be either Guinnessor, I don't know, something
made from potato, because that'spretty much 90% of
(26:02):
their cuisine.
Andriy (26:03):
I'm not sure how people in Vancouver or
Canada in general, but when youtalk with people, there's. In
here in the U.S.
it's like, you need to keep thesocial distance and
not because of COVID It's like,culturally there's like, yeah,
yeah, like a bubble. But withEuropeans, like, even in
Ukraine, I didn'texperience that. But
(26:24):
like, in with UK people,Irish people, it's like when
they are talking, they're goingso close to your face.
Vira (26:30):
That you're like, there's like, no
personal space inhere. Andriy. Yeah, I've
noticed too, actually.
Andriy (26:35):
And I'm like, I feel not com.
I mean, I feel, like, weirdbecause, like, I don't want
to insult the person. And I'mfrom Ukraine and I'm like, I
know that, like, culturaldifference and it's
probably in their culture andit's normal, but after 20 years
of living here in US I forgot.
Forgot that thing.
Vira (26:54):
Yeah, yeah, no, definitely, I've
noticed that. And in Vancouver,that, like, personal
space bubble is evenbigger because
you're living in thefreaking mountains.
You have like huge likespaces all to yourself. And
Vancouver is onlylike, it's not even a
million people.
It's like 800,000 orsomething. It's not a big, it's
not a big city.
But in London there is no suchthing as like private space. But
(27:15):
I kind of get usedto it. Today I had
like the cutest story happen tome. I was going from like a
supermarket because I do have tocarry all of my
grocery in hand becausewe don't have car
anymore. That's apart of the beauty of
living in city likeLondon. But the random kid just
like stopped and he waslike, can I help
you to carry that bag? I'm like,oh, that's so
sweet of you. And heliterally helped me
(27:35):
carry the bags to my home.
He didn't like ask for money ornothing. Maybe he was
like, I'm going to help thisold lady. Because
he was like literallymaybe like 17, I don't know.
I was helping old ladiescarrying stuff. But
it was like so nice.
And it would never happen inVancouver because
maybe they even have the urgeto help you, but they have that
appreciation for your personalspace. They would never
(27:58):
intrude, they wouldnever get into your personal
bubble. And I kind of enjoythat here.
People are closer to eachother, if that makes sense.
Andriy (28:07):
So yeah, it doesn't happen in New
York and if somebody offers youto help, it's like,
no, thank you.
A little bit cautious aboutthat. I'm not saying people,
there's no good people here, butsometimes it's like, can be two
sided. So okay, let's move on.
Vira (28:24):
I kind of thought about my risks, but I realized
that maybe he would steal like20 pounds worth of eggs and
milk. I was like, I'mgonna give humanity a chance,
so let's give it a try.
Yeah. And the last strategythat we have for you guys
is don't take this holiday tooseriously.
(28:44):
And what I mean by that,a lot of brands are doing
an amazing job with like usinghumor and fun around these
holidays topromote this product.
I'm obsessed withthis email by Harris
Andriy. Have you heard of them?
Andriy (28:58):
Yeah, I did.
Vira (28:59):
Yeah. I mean they are huge.
You must have heard about them.
Andriy (29:02):
But basically it's like their neighbor like next
door has an office, but heshows up once
every two months or so. Sohe got Harry's and like box of
Harry's was like laying therefor a month.
Yes.
Vira (29:19):
For those of you guys who don't know what
Harry's is. It'sbasically like this,
almost like a subscriptioncompany for shaving products.
Am I right? Isthat the proper way
to explain what they do?
Yeah. So kind of like a dollarshave club, but more like
upscale. I would think.
Andriy (29:35):
They're a direct competitor.
Vira (29:37):
Oh, yeah. I didn't realize that
the model is very similar. Theyactually did this super fun
email a few years ago orlast year where they had this
little image with the guy with amustache drinking this dark
Irish beer.
And he has some beer lefton his mustache.
(29:57):
So basically they put thisemail, like 162,000 pins of
Irish stout are lost everyyear in men's mustaches.
Crazy, right?
We thought so too. So geta good shave this St. Patrick's
Day and don't end up like thisguy. And they have this like
image of very sad guywith like beer all over his
(30:18):
face.
Andriy (30:19):
Yeah, it's so powerful.
Vira (30:22):
It just shows you that you don't necessarily have
to sell anything like green orIrish related to be relevant
on that holiday.
Right?
Andriy (30:30):
Yeah. But I would say it sounds simple and like funny.
But I bet they invested alot of money and time to come
up with that.
Vira (30:40):
Hundred percent.
And they actually did have thisentire video like designated
for that. And videois hilarious. If you
haven't seen it,you should. Yeah,
it's very funny.
Cool.
Andriy (30:50):
Yeah, I'll check it out. I love those
brands. Who does like, coolvideos for their brands?
I did share the video aboutclassic tees in the Slack
channel with the team.
I'm not sure if you saw it.
Vira (31:03):
I haven't seen it.
Andriy (31:03):
Also there's.
Did you hear there's also acool video about Popurin
or some kind of.
Vira (31:10):
Oh Popuri. It's like the old one, right?
Andriy (31:12):
Yeah, the old one video.
Vira (31:14):
I love that video.
Andriy (31:15):
Yeah. But the Classic tea is like
last month they comeup with that video. So
I'll share it after this. Andwe'll also include it under
this in this podcastepisode so you
can check it out as well.
What I'm talking about.
Yeah. And not sure ifit's Irish related, but also
about like whisky and Irishstyle. When they were bisque,
(31:38):
glint, Finnish, the whiskey,they were promoting like
woman's power.
And it's extremelypowerful video as well.
But also it's likereally tied to Ireland.
Vira (31:50):
Yeah. Yeah.
Well, I have anotherwhiskey related campaign I
wanted to share with youguys because I think it's
like super smart, superclever and funny. So there is
apparently this brand who doeswhiskey for
hundreds of years. It's calledBushmills Irish whiskey.
And they basically lastSt. Patrick Day, what they did,
(32:12):
they had four sheep,like animals.
Sheep walked into a New Yorkbar and that sheep had the names
of their names werelike Johnny, Jack and Jim.
And basically it was afterJameson, Jim Bim and
Jack Daniels and JohnnieWalker, like the biggest whiskey
(32:33):
brands. And this brand is verylike local small whiskey brand,
but apparently reallygood. And they basically walked
with this, like fouranimals into New York bar.
All of these animals had thislike names around their.
Around their necks.
And the activity wasfilmed for like this huge video.
And the idea here was toplay off the idiom
don't be a sheep, according to,like, their press
(32:55):
release. So they basicallycreated like a lot of hype with
that little campaign with thisthree or four cute animals.
Andriy (33:03):
So they throw their competitors under the bus, in
other words.
Vira (33:08):
Pretty much it's a very Irish thing to do, I'd say.
So they were on brand at least.
Yeah.
But this sheep, they look. Theylook super cute.
So I think that campaign workedwell for them.
Well, here you have it,you guys.
All of the strategiesyou can use for St. Patrick Day.
And if you have somethingexcited that we
(33:28):
haven't shared, butyou have some exciting
ideas, please doshare them in our
WhatsApp channel.
We love a good conversationabout email marketing.
Andriy (33:38):
And we also already schedule lineup great
guests on our podcast episodeswhich will be released like
February. So stay tuned.
Vira (33:48):
Yeah, I'm very excited for us. I'm very
excited for you guysto listen to this guest. The
few cool episodes are comingyour way very, very
soon. Thank youso much and we'll talk to
you next week, take care.
Andriy (34:01):
Thank you, bye!
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