Why love isn’t enough for brands this Valentine’s Day- Tempemail – Blog – 10 minute

Valentine’s Day; it’s a time for love, loyalty, a vague sense of guilt, and the hope that small gestures will inject a spark into a long-term partnership.
Now now, I’m not talking about your significant other. I’m talking about brands.
Mid February is peak season for cringe-inducing emails from companies with whom you once did business. But it’s no good trying to woo customers (or your other half) on just one day of the year. Getting your customers to love you – and translating that into sales – is an all-year-round task.
The death of Mothercare came in 2019 and with it, decades of high street history came to an end. Beales the department store chain has been the first victim of 2020, collapsing into administration, closing stores and threatening jobs.
The way we shop is changing. Direct to consumer brands are increasing in popularity and more people are using subscription services for everyday goods. The most convenient option (convenience being one of the biggest drivers of loyalty) is often no longer the high street, big name, widely known brands. For better or worse, Amazon has a role in this deprioritisation of big name goods – even venturing into manufacturing its own, lightly branded products.
According to Foresight Factory research, 17% of consumers would be happy for a smart home assistant to automatically make basic household purchases for them. They also predict that by 2025, 11% of global consumers will rely on algorithms to automatically choose and switch financial products on their behalf.
It’s clearly time for everyone to up their game. So let’s look at the methods that are working for brands in 2020.
1. Managed scarcity
Limited editions, invitation-only access and even the famous ‘middle aisle’ at Lidl. These are all ways of generating ‘managed scarcity’, where customers have to get in quick, or miss out.
Whether you want the latest Nikes or a half price pressure washer, this strategy means you’re offering something unique and of democratic value to your customers.
This strategy can be great for creating buzz and positive PR. Kim Kardashian’s SKIM’s is a great example – limited runs, small amounts of stock released at a time, calendar specific releases (like the imminent ‘pink’ Valentine’s collection) all lead to fans clamouring to get their hands on products.
2. Latchkey loyalty
AKA loyalty for the fickle. ‘Latchkey loyalty’ – another level up from the mass exclusivity membership system of yesteryear – asks customers to subscribe to something and offers benefits for doing so. But crucially, doesn’t tie them in.
Subscription models of this type now allow much greater flexibility, allowing customers to skip, cancel and amend their choices with freedom. Though it might seem counterintuitive to offer customers an easy ‘out’, it’s crucial that loyalty feels like a choice for modern subscription models to work.
Take Bulb, an energy company taking on the big six that lets customers come and go as they please. As an added bonus, they pay exit fees to lenders who aren’t nearly so forthcoming with letting customers switch out of a deal that’s over the odds.
Consumers also appear happy to relinquish ownership over possessions in favour of services that enable short-term renting. According to Foresight Factory, in 2019 51% of adults claimed to have used, or be interested in using an app that enables them to rent a car from a nearby location at short notice and for a short period of time.
3. Peer Power
Moving past the ‘mass exclusivity’ trend of 2018/19, just building a membership platform isn’t enough. Instead of focusing purely on the tangible rewards you can offer to loyal customers, think about emotional benefits too.
Fans want peer-to-peer interaction where they can connect with like-minded people in a safe space. Brands should work hard to build a solid community where their consumers can talk to one another, strengthening their loyalty and appreciation of the brand. This works particularly well when the brand plays an active role in the community it has built, keeping in regular dialogue with fans, offering responses, collating feedback and reporting back with updates. It breaks down barriers, moving the conversation on from ‘us and them’ to ‘we’.
Sephora make customers feel connected with their online community Beauty Talk – a forum where users can ask questions, share ideas, and have their beauty questions solved by other makeup enthusiasts. Their Beauty Board offers a unique way to engage with the products and the community. Users can upload pictures of themselves wearing Sephora products and the photos then link to the product pages of all the items used, creating a full purchase cycle without having to leave the platform. Sephora have cracked the code when it comes to fulfilling the needs of their passionate fans, and other brands would be wise to follow suit.
The question of how many consumers truly ‘love’ brands is one for another day – is love just nostalgia or convenience wrapped up with a bow on it? But what brands really need is to find new ways to make their customers’ lives happier, easier, more exciting and surprising all year round. In the end, that’s what all good relationships are built on.
Tom Poynter, CEO at Southpaw.

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Rekindling our love affair with Valentine’s Day- Tempemail – Blog – 10 minute

It’s official: the UK has fallen out of love with Valentine’s Day. New research from Walnut Unlimited shows that 58% of the UK population, and even 47% of UK couples, do not plan to mark the occasion this year. When asked why they were giving the day the cold shoulder, the main response from couples with no plans was that Valentine’s Day is “a commercialised money-maker”. For the 58% of Brits choosing not to mark the occasion, 37% agreed the day has become too commercialised.
Why should we care?
Despite the high number of Brits choosing not to celebrate Valentine’s Day this year, it remains a major economic opportunity; according to Statista sales related to the day rose from £620m in 2017 to £650m in 2018. Given the lukewarm feelings that many couples have around Valentine’s Day, it may not be reasonable to expect these figures to continue to rise year on year. The ‘romance industry’ needs to up its game if it’s to continue to capitalise on the opportunity.
There are several reasons why Valentine’s Day is no longer what it used to be.
First and foremost, the challenging economic climate is a major contributor. Today’s consumers are savvy shoppers. They know where to go for a good deal. They know which voucher codes to use to make their night out as cost effective as possible. Romance is not dead. It just has a healthy dose of new decade pragmatism and common-sense mixed in.
However, it’s not just the economy. Participation in Valentine’s Day has been impacted by the fact that the way we feel about relationships, about celebrations and traditions, and about health and eating out has changed markedly over recent years:

Relationships: relationships today originate, are maintained, and end, within a much more fluid context than they did in the past, so there’s less pressure to mark romantic milestones in quite the same way that previous generations have.
Celebrations and traditions: millennials and Gen Z care very little for automatically perpetuating the traditions of their parents and grandparents.
Eating out: signifiers of quality in the eating out space are in flux. What passed as “indulgent” or “romantic” in the past may not do so nowadays, where the Instagrammability of the venue and food, and the theatricality of the evening, may be as important as the quality of the food or the vintage of the wine, if not more so.
Health: the go-to Valentine’s gift of a big box of chocs or an indulgent blowout meal may be less well received nowadays, with our heightened sense of healthy eating and mindful consumption and following on so closely from Veganuary, Dry January or those well-intentioned New Year’s resolutions.

How should marketers respond?
Google ‘Future of Valentine’s Day’ and you’ll find a raft of thought-pieces speculating on the long-term future of Valentine’s Day. They often feature the likes of augmented reality products, virtual reality devices and apps, and even robotic companions. In truth, though, most of these perspectives focus on the future of sex, emotional intimacy and relationships as much as Valentine’s Day itself.
When it comes to Valentine’s Day in particular, here are some light-hearted ideas for more short-term (and less high-tech focused) ways to revive interest:

Valentine’s Day comparison app: fear of overpaying for an average experience just in order to be part of the day underpins much of the rejection of Valentine’s Day. In the same way that price comparison apps allow consumers to compare the offers of various supermarkets, utilities or financial services providers, it seems likely that they’d also like to see the figures behind Valentine’s Day offerings. Just how much of a premium is that restaurant charging on Feb 14th as opposed to Feb 15th? How much do its service ratings take a dip on the busiest night of the year?
Themed Valentine’s Day experiences: with the appetite for experiences, surely there is scope for romantic, immersive experiences? How about an escape room themed around romantic movie couples, featuring the likes of Titanic’s Jack and Rose, Dirty Dancing’s Baby and Johnny or Brokeback Mountains Ennis and Jack? If not an escape room, then look to add a romantic component to whatever events you run – like South Africa’s Epic Hikes who are inviting people to “bring your +1 to our upcoming Valentine’s Day Hike. We’ll be having scintillating conversations and creating new memories”.
Anti-Valentine’s Day: in the same way that we’ve seen anti-Black Friday movements, brands could take a stand against the excess, the contrivance, the artificiality and the exploitation of the day. Participating brands could undertake to offer an upgraded experience but without the upgraded price.
Apply human understanding to your campaigns: whatever you land on, think of the ways your Valentine’s Day marketing can tap into your customers’ emotions. Our Human Understanding Lab at Unlimited does just this; we apply neuroscience techniques so you can truly understand emotional reactions to your messaging and drive action.

A large proportion of the population are not celebrating Valentine’s Day because they feel it’s too commercial, but also because it seems less relevant to today’s concerns and preferences. Our advice to marketers is to throw out the old playbook and start from scratch. Treat Valentine’s Day as a new product launch and ask, not what you can provide, but what your customers might actually want.
Nick Chiarelli, head of trends, Unlimited Group

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That’s amoré: branded romance for your Valentine’s Day- Tempemail – Blog – 10 minute

Every year around this time, stores turn pink and red as brands try their best to court romantic consumers. Some may go for the traditional chocolates and roses, while others want something a bit racier. Then there are those who can’t stand the public displays of affection and would rather sit it out, though that won’t stop Cupid.
Some brands are shooting all the love arrows in their quivers to advertise for St. Valentine’s Day, while a few agencies are having fun with Valentine cards, but have they put enough magic into their love potions?
Kraft is touting its quick-cook mac and cheese as a way to get more time for romance with a partner, while Stella Artois has animated love and people coming together over beer, and Twitter is taking bad date tweets out of home. Boston Pizza is helping long-distance couples connect by eating a pizza over Skype and Pepsi is encouraging fans to propose with a chance to win a diamond ring made with real Crystal Pepsi.
Review the campaigns below and vote for the ones you think have the most heart.

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[Valentine’s Day] – Notorious Scams That Have Broken Several Hearts- Tempemail – Blog – 10 minute

Read Article
Most of you are probably scrambling through websites to get ‘something special’ for your significant other or being bombarded with special endorsements by brands or on a quest to find someone or doing nothing at all. Pause for a minute.
For some of you finding the best deal would be important while some others would just wish brands would stop reminding them of this dreaded day. An emotional upheaval that comes with this day, not only makes you vulnerable to yourself but also to online frauds. 
Romantic frauds are very common even when its not valentine’s day. However, high-level online frauds occur when the vulnerability of people makes them an easy target. These fraudsters engage with people on online platforms but only for the love of money! 
What kind of Valentine’s Day frauds?
As scary as it may sound, there are many ways online fraud could reach you. If you are not proactive in securing your systems and being vigilant of anything fishy, there is a probability you would be affected by it. Here is what you should look out for: 
Greeting or Gift Cards: You may receive a lot of greeting cards online for Valentine’s Day but you have to be careful about clicking on their links. Sometimes, these links are malicious codes used by fraudsters which scam you. 
Online Dating: This day particularly incites a need for love and attention in most people which is why they focus on finding ‘the one’ on online dating platforms. Being aware of this tendency, most fraudsters fool people romantically and extract money out of them by giving emotional reasons. 
Social Media: All creative messages with attractive offers displayed on social media are a way to lure people into clicking on malicious links. 
SEO: Another method used by scammers is BlackHat SEO which displays fraudulent websites and links on the top when someone searches for Valentine’s Day.  
How to save yourself from these scams: 

Try and avoid clicking on promotional links. If you find an offer attractive then go onto its original website to place an order there directly. Check if the website is verified and of a well-known brand. 
Be suspicious when you find something appealing and genuine. Most times good offers are false and an easy way to lure you into a scam. 
If you are on a dating website, make sure the website is verified and so is the profile of the person. Be careful when someone you are chatting with asks for money for emotional reasons. 
Never give out any financial information to a person you met online. No matter how much you trust the person, a lot of scams are possible when a person is tricked into providing confidential information voluntarily. 
If you think you have fallen prey to a scam, contact your bank immediately and block your cards. Additionally, file a complaint about the scam. 
Use a good password which would be recommended for days apart from Valentine’s Day as well. Be sure to check profiles on google and see if they match. 

Concluding…
Cybercriminals usually target holiday seasons and important dates to fool people and earn money out of it. While Valentine’s Day might keep some very distracted and some emotional, don’t let it make you vulnerable to online frauds. Be careful and vigilant this Valentine’s Day. Losing money or sensitive information will be a real bummer to your Valentine’s Day plans!

If you have an interesting article / experience / case study to share, please get in touch with us at [email protected]

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Twitter combats cringey Valentine’s customs with relatable tweet takeover- Tempemail – Blog – 10 minute

Across London, Twitter is offering an antidote to boke-worthy Valentine’s customs with relatable tweets that poke fun at the perils of dating life.
At a time where London is being coated in Valentine’s Day romantic cheer, the social media giant is taking over tube platforms by replacing aspirational ads with mortifying stories, cringeworthy confessions and unlikely advice.

One tweet reads: ‘My worst date will always be the one where I paid for the cinema ticket and snacks and my date reached out for the change from the cashier and put in his pocket’.
A nod to the dating term ‘ghosted’ – when the person you’re dating cuts off communication with zero warning – another tweet reads: ‘*gets ghosted* Me: thank you for the 15-day free trial’.
The OOH campaign will come to life in Oxford Street, Piccadilly Circus and Tottenham Court Road. It also includes flyposting of printed assets across Clapham Junction, Queens Town Road Battersea and St Pauls Road Islington.
In a similar vein to its ‘Visit #ScottishTwitter’ campaign, alongside the OOH campaign, Twitter is creating an immersive experience in London’s Covent Garden, which can be visited between the 13 and 16 February.
Vistiors to The Dating Twitter Advice Bureau will be able to browse semi-educational and entirely uninformative installations inspired by real-life tweets.
In the bureau, visitors can spin the ‘wheel of misfortune’ to find out whether your next date will be suave, confident or simply expensive. You can also lay flowers to lost conversations in the ‘ghosting graveyard’ and cringe till your face hurts at the ‘gallery of awkward silences’. There is even a neon-lit adult area, where you can glimpse x-rated tweets at the peep show.
“The most hilarious, honest and real accounts of dating aren’t those found in magazines, romcoms or on the apps, but within the Dating Twitter conversation,” explained David Wilding, director of planning at Twitter UK on the Valentine’s campaign.
“People come to Twitter to talk about what they really think about love and dating – the good, bad, awkward. We want to honour the true reality around the modern world of dating on Valentine’s Day, by bringing the most raw and relatable Tweets to life at the Advice Bureau, even if it’s not very helpful.”

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Spread the Love with Valentine’s Day Emails 2020 Edition – Blog – 10 minute

Valentine’s day sparks a lot of debate every year. Some people consider it a commercial holiday that merely exists to get people to spend money. Others find it an excellent opportunity to cherish their loved ones.I have never been a big fan of Valentine’s Day, to be honest.
However, as I embark in my late twenties, I am starting to warm up to the idea of having a whole day to celebrate love. With all the negativity surrounding us and with the unfortunate events happening all over the world, I like the idea of having one day a year that is specifically dedicated to love. Life is short, and we should appreciate every moment that we share with our family and friends. And if that comes in the form of a cheesy holiday, then I am ready to take the plunge.
I have to admit, this is no what I was expecting to be writing when I thought of sharing my favorite Valentine’s Day email campaigns.
All feelings aside, in this blog post, you’ll find some quick inspiration to guide your next Valentine’s Day email campaign, from email subject line examples to free Valentine’s Day email templates that you can edit and send right away. You’ll even get a sneak peek of 2020 Valentine’s Day emails sent our by brands just a few days ago.
2020 Valentine’s Day Tempemail Campaigns
A few weeks only seperate is from this year’s Valentine’s Day. And, already, brands are rolling out their Valentine’s Day email campaigns.
Check out what the competition is sending and get some Valentine’s Day email ideas.
Valentine’s Day Jewelry Emails
When designing your HTML email template for your jewelry business, make sure to keep it as simple and elegant as possible. Jewelry is a symbol of wealth, classiness, and delicacy, and your email design should reflect that as well.
Keep your email colors faded and neutral. If you want to want to adventure with some popping colors, make sure to choose jewelry products that translate the same message. Take for example the last email example from our selection down below. The company chose hot pink for their Valentine’s Day template but promoted its jewelry line targeted towards younger audiences.
(Click on the email template to browse through the examples)

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