Celebrate International Tartan Day with an Email Marketing Tip!

As I've written a number of times here on my blog, when done well, email marketing can be a successful way to reach your brand's target audience. However, due to the number of emails that arrive in everyone's crowded email box on a daily basis, how can one solitary email capture a reader's attention? It turns out that a well-written subject line plus surprising content may just do the trick.

According to Statistica, "People send and receive around 333 billion emails every single day. And that number’s only going up — by 2026, it’s expected to reach a staggering 392.5 billion daily emails. Daily email volume varies significantly by country, with the U.S. leading the pack at 9.7 billion emails sent daily. European countries such as Germany, Ireland, the Netherlands, the UK, and France each send over eight billion emails every day." And according to CRMGroup, "Nearly 50 percent of consumers made a purchase directly from an email in the past year. This confirms email’s direct impact on driving sales."

Recently, I received an email with a subject line and content that stood out. However, before we get to the email, a quick note about today's significance: Today is International Tartan Day, a date that was founded to commemorate the anniversary of the repeal of the 1747 Act of Proscription that banned wearing a tartan. Celebrated annually in Australia and New Zealand on the 1st of July, it's an opportunity for people of Scottish descent to proudly show off their Scottish roots. Now, back to the memorable email.

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SUBJECT LINE: A Special Thank You Gift from Great Scot

EMAIL CONTENT:

Thank you for all the LOVE.

We've been genuinely overwhelmed by the love you've shown since the launch of the Greenland Tartan. It has travelled further and faster than we ever imagined, shipped to Royals, celebrities, and diplomats, and most importantly to so many true lovers of the Arctic, both in Greenland and all over the world.

And then something made us laugh (and nod in agreement). So many of you have said some version of: "Could the polar bears and huskies please come with it?" As in...wrapped up in your scarf with you, or curled up on your picnic basket!

So, by way of a thank you, for the next 7 days only, we're sending a very plush soft toy along with qualifying orders. Your choice of Murdo (the plush Arctic husky) or Magnus (the plush polar bear).

Here's how it works: Purchase a Greenland scarf or a picnic blanket, then add your free friend. Next, enter discount code ARCTIC at checkout - and we'll tuck them into your parcel.

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The subject line caught my attention, and as a previous customer (who purchased the Pink Ribbon Tartan), I opened the email. After I read it, I had to smile. While I had not purchased the advertised Tartan scarf or blanket - and did not intend to do so - I appreciated the marketing promotion for its creativity and add-on that was guaranteed to be enjoyed by both children and adults.

The brand, Great Scot, sells tartans and tweeds from Scotland, and according to its website, "For many people, tartans and tweeds hold sentimental value, often being passed down through generations. They are not just textiles but carriers of personal and family histories." So, the complimentary addition of an appropriately-themed plush toy to a purchase was a great idea. Big applause to Great Scot for this marketing campaign!

What can your brand learn and apply from this brand's effective email marketing?

SHARE THIS: Email is possibly the greatest owned media channel for brands. ~@JoePulizzi #EmailMarketingTips #BrandExperience #BrandStorytelling #DebbieLaskeysBlog

Image Credit: Great Scot.

Check out Great Scot's Pink Ribbon Tartan:

https://greatscotscotland.com/en-us/collections/curaidh-the-official-pink-ribbon-tartan

Read some of my previous posts featuring email marketing tips:

Email Marketing Secrets from World Wildlife Fund! (April 6, 2026)

https://www.debbielaskeysblog.com/2026/04/email-marketing-secrets-from-world.html

Did your brand celebrate Women's History Month? (March 22, 2026)

https://www.debbielaskeysblog.com/2026/03/did-your-brand-celebrate-womens-history.html

Did your brand promote the Oscars? (March 16, 2026)

https://www.debbielaskeysblog.com/2026/03/did-your-brand-promote-oscars.html

Why Are Email Subject Lines Important? (December 10, 2025)

https://www.debbielaskeysblog.com/2025/12/why-are-email-subject-lines-important.html