Business and Marketing

Booze, golf, and custom T-shirt emails lead inbox appeals for Dad gifts, drawing 50%-plus opens

Callaway mails it straight down the fairway.

Some things never change. On Mother's Day, you can't go wrong with flowers. On Father's Day (which happens this Sunday, in case you've been napping), booze and golf remain the go-to categories, with custom T-shirts the comer.

Callaway Golf, Hydro Flask, and CustomInk all achieved 58% open rates in emails sent this week, according to eDataSource. The company, which daily tracks more than 25 million emails sent by some 50,000 brands, counted a total of 14,600 campaigns with the words “Father's Day” in the creative. Just over 4,000 deployed the magic words in the subject line.

Custom T-shirts for Dad's Day seems to be a growing trend. CustomInk achieved more than 64,000 opens based on its blast to 111,000 addresses on Monday with a message warning there was only one day left to get the shirts in time for Sunday brunch with Pops.

Callaway earned nearly 32,000 opens with an offer of “The Essential Father's Day Golf Gift Guide,” and Hydro Flask won almost 39,000 opens with a photo of its pint-sized, insulated flask and copy that said “Don't get Dad a tie. Instead get him a gift he'll actually use.”

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