Uber Go Bragh

Share this content:

The taxi-alternative is using email to urge drivers to clear streets of the too-tipsy this St. Patrick's Day—and clean up for itself.

It immediately makes sense, doesn't it? What company could profit more from a targeted email campaign and suck up tons of incremental business (in tune with the sucking up of gallons of Guinness) than the one that will tonight safely shepherd home millions of green-gilled revelers?

Yes, Uber was one of the standout emailers in eDataSource's scan of the nation's inboxes over the past month, and its campaign was ever so expertly directed, skipping the fares and focusing on the drivers with the simple message: “Earn big on St. Patrick's Day—no luck needed.” Uber emailed 179,000 of these messages and earned a 20% open rate.

All in all, though, emailers were hardly Irish Rovers, sending 50% fewer emails than they did in 2015 for this year's wearin' of the green, according to eDataSource, which tracks billions of branded emails on a weekly basis.

“I think the reason was that Easter is really close to St. Patrick's Day this year. With only 10 days between St. Pat's and Easter, they put their money on Easter,” says eDataSource director of analytics John Landsman.

The biggest St. Patrick's Day emailer was Amazon, with 940,000 sent—no big surprise in that the pan-category e-com giant looms large in every minor holiday category. It scored a read rate of 24%. Victoria's Secret played the simple “Let's slap an Irish theme on our planned promo” game and won with an 18% open rate on a mailing of 436,000 for a 20%-off bras campaign.

Houlihan's scored a 16% read rate and the prize for best tagline: “Hou What When Where RYE.” Cheers!

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above