12 Father’s Day marketing examples to inspire your campaign

The American government didn't officially recognize Father's Day until 1972.

Mother's Day, by contrast, became an official US holiday in 1914-which means Father's Day marketing has had 58 years of catching up to do.

The disparity between both holidays isn't just abstract, either-it also means differences in money spent. While stereotypical Father's Day gifts are predominantly functional (such as power tools or golf clubs), mothers tend to receive more symbolic and emotional gifts (such as flowers or cards) on their respective holiday.

Typically, more discretionary dollars are available for symbolic gifts (you can't have too many flowers) than functional ones (you don't need more than one leaf blower), according to Fast Company.

But times are changing, and consumer buying habits are coming along for the ride.

Our ideas of fatherhood-and masculinity-have expanded beyond the traditional role of breadwinner and passive "babysitter" of their own children. Fathers are now spending triple the time on child care than their grandfathers did.

If your brand is focused on a father-identifying customer demographic or your products aren't gender-specific, you may have an opportunity to rethink how you've tackled Father's Day marketing in the past.

Here are 12 sources of inspiration to help you imagine your next Father's Day email or SMS campaign outside the box.

1. Jeni's Splendid Ice Cream offers an easy way to opt out

Just like Mother's Day, Father's Day may be a holiday that stirs up feelings of loss and distress-which means Father's Day marketing communications may be triggering for some of your audience.

A Father's Day opt-out campaign empowers you to recognize difficult emotions and acknowledge people as, well, people-not just potential sources of revenue for your brand.

To make up for anyone who may have missed their opt-out email, Jeni's Splendid Ice Creams offers another option to opt out directly with this sign-up form.

This is a novel way of using a sign-up form to collect email addresses specifically for a suppression list. While demonstrating empathy, the brand also gathers high-quality data about their subscribers that can inform future campaigns-a win-win on both sides.

2. Function of Beauty shifts perspective on gendered products

Subject line: Let's Celebrate Dad! Last chance to get 10% Off

If your brand sells products you think wouldn't typically suit dads, we challenge you to change that line of thinking.

In this Father's Day email campaign, hair care brand Function of Beauty exemplifies this perspective shift and acknowledges that hair goals know no gender.

Self-care can be just as important for dads as it is for moms. Function of Beauty wants readers to give the gift of glossy locks this Father's Day. The special men in their lives will appreciate it-and so will their split ends.

3. Pair of Thieves earns attention with an unconventional email layout

Subject line: You Are Not Dad's Favorite…yet

Loungewear and undergarments brand Pair of Thieves uses their Father's Day email to lovingly poke fun at dads and their attempts to stay cool. With a clever email design that mimics a text conversation between a typical child and their typical father, the funny copy does the work of drawing the reader in just ahead of the CTA below.

Dad wardrobes may be a different story, but dad jokes can endure across generations.

4. Baboon to the Moon relies on humor

Subject line: DAD JOKES

Who doesn't love a good dad joke? Adventure brand Baboon to the Moon puts the jokes front and center and uses humor as a hook in this Father's Day email.

The lighthearted copy sparks readers' interest, while the clear call to action (CTA) encourages them to shop products curated specifically for the holiday.

And, if you're not an only child, Baboon's "Be The Favorite Child" headline is an irresistible rallying cry.

5. RIMOWA speaks to a global audience

Subject line: For all the dads around the world

Luggage probably isn't the first thing that comes to mind when you imagine the ideal Father's Day gift. But luggage brand RIMOWA won't let that put a damper on their Father's Day marketing plans.

Their Father's Day email cleverly evokes the journeying spirit of fatherhood, arguing that durable luggage is actually the perfect present for dads. As RIMOWA communicates in this email, travel is much like life: It's usually best to be as prepared as possible.

6. Chubbies keeps it conversational

Subject line: Don't you wish your email

Preview text: was hot like me? Don't you wish your email was a freak like me? Don't you?

Here, apparel brand Chubbies combines cute baby apparel and conversational banter to whip up a Father's Day email that's 100% on brand for a company that thrives on entertaining content.

Swim trunks are a practical gift for Father's Day, since it's a holiday celebrated during the summer months. But Chubbies ups the ante by advertising matching tiny trunks for babies.

Instagram-worthy posts, throngs of people trying to take your picture, and oodles of compliments await you if you shop with Chubbies on Father's Day-according to them.

Moral of the story? Have fun with your Father's Day emails, and your customers will, too.

7. NueBar celebrates dads of all kinds

Subject line: 15% OFF Father's Day Starter Packs. 10% OFF Gift Cards.

Hair care brand NueBar injects their Father's Day email with a dose of environmental sustainability. This eco-friendly brand advertises that celebrating dads can also mean good things for the planet.

As more shoppers become conscious consumers-people who make purchasing decisions based on positive social, economic, or environmental impact-a brand's commitment to plastic-free products may be the deciding factor in a customer's potential Father's Day purchase.

NueBar also recognizes that all dads are different. The Father's Day products they highlight here cater to a diversity of hair types and soap preferences, which widens the pool of subscribers who may shop with the brand.

8. Hive Brands considers your chosen family

Subject line: Did you hear about our Father's Day collection?

Preview text: It's pretty "pop"-ular

As an alternative to a compassionate opt-out campaign, Hive Brands gets to the heart of complications around fatherhood in the very first paragraph.

The sustainable groceries brand acknowledges that you may be buying for your "dad by birth, dad by choice, fatherly friend, or resident bad joke teller."

Hive keeps it light, too. They acknowledge some people have chosen fathers, and make a classic dad joke dig in the same sentence.

Then, they get down to business-literally. Hive Brands showcases their products using clever wordplay and beautiful, clear images thoughtfully spaced out in the email.

It's easy for the reader to digest quickly, see what might appeal to the father figure in their life, and get to the CTA button at the bottom.

9. Natural Pigments rescues the procrastinators via SMS

Natural Pigments specializes in supplying rare and hard-to-find artists' materials. They also know that children-even adult children-aren't always the best at getting gifts for their parents on time. So, they meet their last-minute customers where they are, with a well-timed text message 3 days before Father's Day.

Natural Pigments keeps it short and sweet, here, alerting subscribers to their gift guide. They also suggest a gift card-an instant gift when it's sent electronically.

10. Cometeer invests in beautiful imagery

Coffee brand Cometeer's Father's Day email has a lot to admire: a succinct headline, a CTA button above the fold, and short, smart copy.

But the images are particularly stunning-sharp, mod photography and original, visually appealing backgrounds that exude high-end dreams and aspirations.

People who love coffee really love coffee. The folks at Cometeer definitely know this, and they also know how to make their audience feel seen and satisfied. This email holds the reader's attention all the way to the second CTA button at the bottom and makes them want to see more.

11. Match offers a free gift for Dad

Subject line: Celebrate Dad with a free Berti knife

The only thing better than a perfect gift for Dad is a free perfect gift for Dad.

That's exactly what Match, a pewter cutlery brand, offers their subscribers: a free paring knife with the purchase of a set of handmade Italian knives. Who doesn't need a paring knife, or want to have an extra on hand?

The copy highlights that this is the first time Match has ever included a free gift, marking the occasion as special-and likely making the subscriber glad they signed up for emails.

12. Skwosh pushes you to buy for the kids, too

Subject line: Let's take a load off with FREE express shipping.

Preview text: Guaranteed Good Times On Time ⏰ Hurry! Only available for the next 24Hrs.

With this email, Skwosh, an Australian brand that sells resort wear, speaks to people who may want to get Dad a gift he can open "from the kids." In this case, Skwosh shows you how to get Dad and the little one matching bathing suits. It's a smart up-sell strategy.

Once you've got your subscriber's attention-meaning, once they've opened the email-make sure you get the right products in their view. You may sell much more than gifts for dads this season.