With Valentine’s Day around the corner, marketing managers are working hard to identify a V-day email marketing campaign.

At least, that’s what you would think. The reality for most enterprise level businesses is that they’re still lagging behind on big ticket holidays. Marketing for hot button holidays is still considered an after-thought. It’s a mistake that damages the company and keeps it from growing beyond an enterprise stage.

Here’s why.

Not thinking about the holidays as a routine part of your marketing strategy means that you’re not investing in the self-care of your business marketing. It doesn’t matter if you’re in retail or if you’re in mental healthcare. Everyone can take advantage of it with a little bit a creativity and give themselves the time needed to launch these campaigns. A clever example of an enterprise level healthcare company that worked their services around the holidays was to run a month long contest before February 14th, where contestants could enter to offer a free month of services for their loved ones. With a catchy phrase and the big announcements shared via email on V-day, it was a way to bump Valentine’s Day out of the realm of flowers and chocolates for women.

Retailers can take that cue and bump the day out of the cliché, while still serving to the number one target demographic on this day: women. This strategy is big in luxury retail marketing, with gender-targeted email campaigns being vital to last minute Valentine’s Day sales.

A Jimmy Choo (high end shoes) email marketing campaign included a sexy email campaign that guided online shoppers through the “shop for her” or “shop for him” sections. The graphic they used as brilliant. There wasn’t any red or pink in sight, but there was a heavy hint of playfulness in the carefully selected image.

Here’s what you can do in your case.

Instead of targeting your email campaigns leading up to the holiday and catering solely to women, have the campaign geared toward email campaigns for men.

Start by segmenting your list so you can craft content around that. The graphic design for the men on the list will differ than it would for the women on the list. The pictures would be of a couple together, for example, versus just a woman or just the product alone. It should show – or rather remind – men that this is the goal for the big day: a happy partner.

The text would need to be kept simple and so would the product options. In this case, don’t give a man too many choices but keep it simple between 3-5 products for them to choose from.

This is what luxury giant Bergdorf Goodman did, but they took it a step further by running a blog post too, titled “Gentleman, Get it Right This Valentine’s Day.”

If you want to send them down the shopping rabbit hole, then have the email campaign guide them to a landing page that offers options for the different types of gifts they’re looking for, sorted by categories or sentiment marked by the emotion he wants to relay.

Other email campaigns leading up to Valentine’s Day can and should be catered to women, of course. But even in that mix, you want to have cleaner email campaigns that women can social share or forward to their partners as subtle hints. This means that even in this case, the ultimate recipient – and target audience – is men.

So on this Valentine’s Day, think like a man.