By Jim Rudall, Head of EMEA, Intuit Mailchimp
Love is in the air, and so is the competition for customer attention.
Valentine’s Day can be a key moment for brands to connect with customers. But relationships are built year-round, and the strategies that drive results on 14th February – personalisation, automation, and smart audience engagement – can also deliver results on every other day of the calendar year. By using data-driven insights (and adding a little bit of romantic flair), marketers can slice through the noise and make an impact.
Here are three marketing tips for building brand love this Valentine’s Day.
The magic of Valentine’s Day is showing people that we care, listen, and understand what they want.
That means getting personal. According to a study conducted by Edelman DXI for Mailchimp, 73% of customers feel more valued when they receive personalised emails. Data from another Mailchimp’s report confirms 60% of UK consumers prefer personalised content.
Mailchimp’s The Revenue Blueprint report zooms in on the behaviours of a stand-out group of ‘performance-obsessed marketers’ who are driving significant uplifts for their brands across key metrics such as across revenue, channel engagement or lifetime value. These marketing leaders are almost twice as likely as other marketers to use predictive analytics for personalisation. They rely on first- and zero-party data to tailor messages, ensuring every communication feels relevant.
Pull on the heartstrings
Customers want more than transactions. They want connections. According to Intuit Mailchimp’s 2024 Science of Loyalty report, 40% of consumers seek a sense of belonging when making a repeat purchase. Among 18-to-34-year-olds, this rises to 57%.
Marketers who create a sense of community can drive deeper engagement and long-term retention. To achieve this, focus on emotional touchpoints. Craft campaigns that align with customer values, highlight shared experiences, and make audiences feel seen.
Email is a key tool for these interactions. 87% of performance-obsessed marketers say email is their top channel for generating awareness. They use it to share stories, highlight customer experiences, and strengthen relationships without relying on third-party platforms.
Think beyond gifting
Love isn’t just about what you say. It’s when you say it. (And how, obviously).
Mailchimp data shows that while some brands start Valentine’s campaigns early, the biggest volume of Valentine’s Day-themed emails is sent on 14th February.
This late flurry of campaign activity is a timely reminder that Valentine’s Day messaging isn’t always about buying for others. While some of that same-day push may cater to last-minute gift shoppers, marketers also have the opportunity to engage with audiences who may be self-gifting.
And, perhaps most impactfully, it’s important to remember that sometimes the send isn’t about the sale. Leave space for sharing some general appreciation with audiences. A little love can go a long way.
Long-term love
Valentine’s Day isn’t about short flings. It’s a celebration of relationships.
While Valentine’s Day itself may not be a huge marketing holiday for everyone, it’s a reminder of the pillars behind good marketing – and these should be remembered all year around. By focusing on emotional engagement, data-driven personalisation and audience insights, brands and marketers strengthen connections and drive sustained growth.
Marketers who experiment, test, and refine their approach have an opportunity to stay ahead. Curiosity and adaptation are key to long-term success. Whether for Valentine’s Day or beyond, brands that listen to their audience and respond with relevant, thoughtful marketing can always find an advantage.
