The story behind “May the 4th” is actually pretty unexpected.

Preview text: It started with a newspaper ad in 1979.

Thursday, Apr 23, 2026 at 9:45 PM EasternKlaviyo

The Costume CompanyThe story behind “May the 4th” is actually pretty unexpected.

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Subject: The story behind “May the 4th” is actually pretty unexpected.
Preview text: It started with a newspaper ad in 1979.
From: costumes@thecostumecompany.com.au
Brand: The Costume Company
ESP: Klaviyo
Sent: Thu Apr 23, 2026, 9:45 PM ET
Sent to: Australia (costumecompany.com.au), Australia (costumeshalloween.com.au)
Size: 16 KB
Images: 1
Links: 2, 1 of them buttons
Subject length: 63 characters

Against The Costume Company's usual

Sent in the 9 PM hour, which holds 16% of its emails; 16% arrive in the 4 AM hour. The subject is 63 characters; its average is 41.

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