Is it worth the risk to make a pop culture mention in email marketing?

Is it worth the risk to make a pop culture mention in email marketing? According to GoDaddy, around Feb. 13th emails containing the phrase “Galentine’s Day” (the holiday inspired byParks and Recreation) had an average open rate of 40%—that’s 15% to 20% higher than industry averages. They believe pop culture references are worth any risk, if the reference truly connects to what the brand offers: “you can’t write about Beyoncé and the Super Bowl unless you can tie it back to your business. Try to make it authentic.” (MediaPost)