12 Father’s Day marketing examples to inspire your next campaign

Emily RiedyTiff Regaudie
17 min read
Email marketing
April 8, 2024
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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.

Image shows a simple onsite email opt-out form from Jeni’s Splendid Ice Creams, with black font on a white background. Underneath the headline, “Father’s Day email opt out,” the copy of the form reads, “We know Father’s Day can be a really difficult time for some people. This year we’re giving you the chance to opt out of our Father’s Day emails. We’ll keep you updated with what’s new, like always. We just won’t send you anything related to Father’s Day. Enter your email below to opt out.” At the bottom of the form is an input field where the viewer can enter their email address.
Source: Jeni’s Splendid Ice Creams

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

Image shows a Father’s Day email campaign from hair care brand Function of Beauty, in a beachy color scheme with sea green accents and product bottles on a sandy background. Overlaid on the image is the text, “dear dad, it’s ok to have hair goals.” Underneath the image is a headline that reads, “Limited time 10% off 16oz sets” and the copy, “Send dad a gift today for 10% off. Maybe he needs to fix those split ends. Or you can just gift yourself and take him out to dinner (we won’t tell).” The CTA button at the bottom of the email reads, “Get gifting.”
Source: Function of Beauty

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

Image shows a Father’s Day email campaign from loungewear and undergarments brand Pair of Thieves, which features a text conversation between a typical kid and their typical dad, “Pops”: “Hey kiddo, you get my Tweeter?” “It’s called Twitter, dad, and that’s not how it works.” “Oh, I’ll Instagram it then.” “What is it? Just text it.” “What’s your number?” “UR TEXTING ME NOW RIGHT HERE!” “Check out my new grill,” with a photo of a dad grilling. “Not bad! I think I may have to help you out with the shirt, socks and what I can only imagine are under those jorts. I’ll hook you up for Father’s Day.” “You’re da bomb!” “I know you are, but what am I?” “You got me! Over and out.” Underneath the conversation is a headline that reads, “Hook Dad up for Father’s Day,” followed by a product shot of the brand’s socks on a white background and a black CTA that reads, “Shop socks.”
Source: Pair of Thieves

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

Image shows a Father’s Day email campaign from adventure brand Baboon to the Moon. It’s simple, with a lime green background and white font, and a product shot of one of the brand’s backpacks in the middle. The headline reads, “Be the favorite child,” and the copy underneath the image reads, “When does a joke become a dad joke? When it becomes apparent. Now that we have your attention, Father’s Day is coming up.” At the bottom of the email is a CTA button that reads “shop good gifts.”
Source: Baboon to the Moon

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

Image shows a Father’s Day email campaign from luggage brand RIMOWA, which features the headline “Happy Father’s Day” and a glossy product shot of one of their suitcases emerging from some shiny wrapping paper. Underneath the photo is a banner advertising “complimentary express delivery on all orders,” followed by the email copy, which reads, “For the dad in your life. Whether for business or family adventures, fathers can expect a lifetime of purposeful journeys. They deserve travel companions that are as resilient as they are.” The email ends with a black CTA button that reads, “Shop gifts.”
Source: RIMOWA

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?

Image shows a Father’s Day email campaign from apparel brand Chubbies, featuring a photo of a father and baby wearing the brand’s swim trunks, sitting on the edge of a pool surrounded by trees, under the headline, “Matching dad-kid swim is back.” The email copy reads, “Can you think of a better Father’s Day announcement????? Seriously, though, can you???? I spent four hours last night trying to think of one and couldn’t.” Underneath that, in bright blue, a subhead reads, “Four new little tiny swim trunks for little tiny people,” above two product shots of swim trunks with colorful patterns.” The fine print at the bottom of the email reads, “WARNING: Everyone you’ve ever met will want to Instagram you and your kid after you get these.”
Source: Chubbies

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.

Image shows a minimalist Father’s Day campaign from hair care brand NueBar, featuring warm earth tones and a line of product shots at the top, each labeled with the type of shampoo it represents: normal hair, dry/curly hair, fragrance free, and oily hair. Over the top of the image, the headline reads, “A shampoo bar for every dad.” Beneath the image, copy reads, “subscriber exclusive: 15% off starter kits to kick start Dad’s plastic free journey. Code: dad2020.” The email ends with a CTA button that reads, “Shop now.”
Source: Nuebar

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

Image shows a Father’s Day email campaign from sustainable marketplace Hive Brands, which kicks off with an illustration of a bigger caterpillar following an identical smaller caterpillar, headlined, “Gifts for every kind of dad.” The email copy under the image reads, Whether it’s your dad by birth, dad by choice, fatherly friend, or resident bad joke teller, we’ve got a gift for every father figure out there.” An orange CTA button at the top reads “shop the collection,” but the email continues in sections, listing rows of gift options for various types of dads: pickles for the one who “is there in a pickle,” seasonings for the one who “plays king of the grill,” hot sauces for the one who “spices things up with a good joke,” and cured meats for the one who “cured all your cuts and bruises.” The email ends with another orange CTA button that reads, “shop more gifts for dad.”
Source: Klaviyo Showcase/Hive Brands

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.

Image shows a Father’s Day marketing text message from art materials brand Natural Pigments, featuring an impressionist-style painting of a father crouching in a garden, holding out his arms to a child, who’s across the way with their mother, learning to walk. The text of the SMS reads, “Natural Pigments: It’s not too late to buy for dad this Father’s Day! Check out our gift guide. How about a gift card? Follow the link for more!”
Source: Klaviyo Showcase/Natural Pigments

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.

Image shows the top third of a Father’s Day email from coffee brand Cometeer, with white font on a black background and an illustration of a tile countertop with a notebook, glass of iced coffee, Air Pods, and folded-up newspaper. The headline of the email reads, “Father’s Day = Handled,” and underneath the illustration, the email copy reads, “There’s no better gift than starting the morning with the world’s best coffee. Skip the Father’s Day stress and show him how much you care with Cometeer.”
Source: Really Good Emails/Cometeer
Image shows the next third of a Father’s Day email from coffee brand Cometeer, after a white “gift now” CTA button at the top, the email continues with a section called “The Case for Cometeer,” featuring vintage-style illustrations of coffee and ice cream next to product descriptions including “a Barista-level brew, ready in seconds” and “enjoy it hot, iced, or even as a dessert.”
Source: Really Good Emails/Cometeer
Image shows the final third of a Father’s Day email from coffee brand Cometeer, which completes the “Case for Cometeer” section from the previous image. The final installment here is a close-up illustration of a pair of tweezers holding onto a coffee bean, next to the description, “An all-star lineup of blends and single-origin beans from the best roasters.” The email ends with another CTA button that reads, “try it today.”
Source: Really Good Emails/Cometeer

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

Image shows a Father’s Day email campaign from pewter cutlery Match, featuring a colorful bird’s-eye photo of half a loaf of bread on a cutting board, surrounded by slices of watermelon, two whole peaches, a bouquet of cilantro, and a bunch of purple asparagus tied with string. Arranged throughout are three of the brand’s knives, in various sizes. Over the top of the photo, the email headline reads, “Buy dad 4 knives, get 1 free!” Underneath the photo, the email copy reads, “What’s better than a gift for Dad that gives him an edge? Five edges, of course!” The CTA button at the bottom of the email reads, “shop for Dad.”
Source: Klaviyo Showcase/Match

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.

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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.

Image shows a Father’s Day email campaign from resort wear brand Skwosh, with a playful pastel orange and blue color scheme. The headline reads, “get rad with dad this father’s day,” and the email copy reads, “we know you’re still mulling it over. what do you get a bloke that has everything? How about his new favourite shorts? We’re making the decision easier with free express postage for 24hrs on all orders over $150. Guaranteed good times on time.” The CTA button reads, “shop the father’s day edit,” and the email continues with product shots of matching swim trunks in a daisy pattern for dad and kid.
Source: Klaviyo Showcase

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.

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Emily Riedy
Emily Riedy
Content marketing manager
Emily Riedy is a content marketing manager at Klaviyo where she works to publish content to educate and inspire online businesses owners and email marketers. Owned marketing channels are a means to building a substantial customer base for the long-term, and the content Emily is most passionate about helps business operators create strong business foundations in owned marketing principles. Before Klaviyo, Emily worked at a paid ads agency helping businesses transform their approach to digital advertising. When she's not strategizing marketing content, she is running around the streets of Boston training for whatever race is next up on the docket. She lives in the South End with her 2 year-old basenji Fig and frequents (probably too regularly) the local Spanish tapas spot.
Tiff Regaudie
Tiff Regaudie
Tiff (she/they) is a writer and content consultant who specializes in marketing, health, and the attention economy. Before devoting herself to freelance writing full-time, they led content teams at various startups and nonprofits in Toronto, Canada.

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