“Reservations are a must,” they tout. “Book early!” 💋😘😍
Around February 10-12, the local grocery chains advertise
chocolates and stuffed animals at a discount price. Places that wouldn’t have
fresh flowers on any other day suddenly have red roses by the register. Even
the neighborhood bodega somehow gets in on the act,
placing red balloons for sale next to the lollipops or Ben & Jerry’s Ice
Cream.
Then February 14 rolls around. You’ve made your plans,
bought your flowers, written a card with a silly message, torn up the card, and
written a new card with a loving, memorable message. On the way home, you check
your email.
“Love is in the air at MGM Resorts,”
the subject line reads. The subhead: “Let us help make Valentine’s Day
unforgettable with some delectable restaurant choices, spa specials and creative
experiences.”
![]() |
MGM Resorts Valentine's Day email Sent afternoon of February 14 |
This is a Fail for Timing. The
email was sent on February 14, 1:27 pm Pacific Time. (On the
East Coast, that’s 4:27 pm.) By that time, it’s a bit late to plan an event in
Las Vegas to reconnect over a couple’s massage or pet the captive dolphins at
Mirage. And it would be nearly impossible to land a reservation at a Vegas Strip
restaurant with dining options that are sure to impress.
Valentine’s Day is a holiday where expensive splurges need
to be advance planned. Ideally, an email of this type should be sent 1-2 weeks
prior to the holiday with a follow-up reminder email sent 3-4 days after the
first email. That offers at least an adequate amount of time to book a flight
to Vegas and a helicopter excursion to the Grand Canyon. (Even then, though,
you’ll need Vegas-level luck to get a dining reservation confirmed.)
Here is an example of a Valentine's Day email I received, well timed a week prior to the holiday.
![]() |
Local restaurant email smartly sent February 7 |
Consumers make holiday plans prior to the holiday. Time your marketing communications accordingly.