How To Prepare for Memorial Day Email Marketing Campaign

How to get the most of a Memorial Day email marketing campaign

Memorial Day is a federal holiday in the United States that is observed on the last Monday of May every year. It is a day dedicated to honoring and remembering the men and women who died while serving in the United States Armed Forces. 

Memorial Day is often regarded as the unofficial start of summer. This is because the holiday falls on the last Monday of May, which typically marks the end of the school year and the beginning of the summer vacation season.

Memorial Day is a special time for many people, and it can be an ideal opportunity to market your brand in meaningful ways. Studies have shown that 84% of people celebrating Memorial Day plan to buy something.

If you haven’t yet planned any promotional emails around Memorial Day, now is the time to get started. Here are some strategic tips you can use to create effective Memorial Day email campaigns:

Segment the audience

Proper email segmentation is crucial when it comes to marketing, as it can significantly enhance your sales. With Memorial Day email campaigns, it’s important to consider:

• Geographic segmentation. Summer varies considerably from state to state in the United States (for instance, LA summers differ from those in Maine). To ensure that your email is appropriate for all recipients, either create multiple emails targeting different groups or ensure that your email content is relevant to subscribers from all regions. In other words, if subscribers live in colder regions, then it doesn’t make sense to send them an email about buying swimwear for the summer season. Also, exclude clients from other countries as this campaign may not be relevant to them.
• First-time buyers group. The larger the discount, the greater the incentive for potential customers to make their first purchase from you. Consider providing bigger discounts and offers to those email recipients who have not yet purchased from your brand, to give them the necessary encouragement.
• Loyal customers segment. Don’t forget to show your appreciation to your VIP customers, who are regular purchasers of your products. Offer them a gift or free shipping as a token of gratitude. This way, you can maintain a positive relationship between your brand and consumers.

Make it patriotic

To make your Memorial Day email marketing campaign more effective, consider incorporating patriotic elements. This can help instill a sense of pride and unity among your audience.

There are several ways to add patriotic touches to your messages. One approach is to use images of American flags, military uniforms, or other patriotic symbols like eagles, fireworks or landmarks that represent the country’s values and history. These images can help convey a sense of patriotism and gratitude for the sacrifices made by service members.

Also, choose colors such as red, white, and blue when designing your email. This can help to convey the theme of patriotism and make your subscribers feel connected to this special day.

Using language that celebrates the country and its values is another way to make your campaign patriotic. Consider using phrases like “Proud to be an American” or “Honoring our nation’s heroes.” These phrases can help your audience feel a sense of connection to your brand and the values it represents. 

Here’s an example of what your message might look like:

Emphasize spending the weekend with loved ones

Memorial Day weekend is a time for families and friends to come together and celebrate. Your email campaign can encourage your audience to make the most of this time.

There are several ways to incorporate the theme of spending time with loved ones into your email campaign. One approach is to promote activities or events that bring people together. Consider highlighting local parades, barbecues, or other Memorial Day weekend events that your audience may be interested in attending.

Offer tips or ideas for celebrating the holiday with family and friends. For example, you could share recipes for Memorial Day-themed dishes or offer suggestions for outdoor activities that are perfect for the long weekend.

Remember that your email campaign should ultimately tie back to your business or brand. As you emphasize spending time with loved ones, be sure to connect this theme to your products or services. For example, if you sell outdoor gear, you could promote products that are perfect for Memorial Day weekend activities like camping or hiking. That’s exactly what the Cotopaxi company did:

Optimize your email for mobile users

As 46.2% of people now access their email on mobile devices, it’s crucial to make sure your email is easy to see and use on smartphones and tablets.

There are several best practices to keep in mind when optimizing your email for mobile users:

1. Choose a simple, clean design that is easy to read and navigate on a small screen. Avoid using small fonts or graphics that may be difficult to see on a mobile device.
2. Consider the length of your email. Mobile users are often on-the-go and may not have the time or patience to read a lengthy email. Keep your content concise and to the point, and use images and bullet points to break up long blocks of text.
3. Test your email on different mobile devices before sending it out. This will help ensure that your email looks and functions as intended on a variety of devices and platforms. There are several email testing tools available that allow you to preview your email on different devices and email clients. Some popular options include Litmus and Email on Acid. Consider using a responsive email design that adjusts to the size and orientation of the device being used to view it.
4. Be sure to include a clear and compelling call-to-action in your email. Whether you’re promoting a sale, an event, or simply looking to build your brand, make it easy for mobile users to take the desired action. Use buttons or links that are easy to click and clearly indicate the next step.

Think about a holiday sale/offer

Discounts for special days are a great way to attract customers and drive sales. Consider offering free shipping, complimentary gifts with purchases, percentage-based discounts, or threshold offers such as “buy for $50 and get 10% off”. These promotions can help to add value to your products while motivating people to spend more.

Test your campaign

Before sending a Memorial Day email marketing campaign to your entire list, it is important to test it out. Take the time to send a trial run of the email to a small group of people and review the results. Marketers working with platforms like Selzy can test the layout of their email by sending a test message to their own email addresses. This enables users to preview how an email will appear on various devices and email clients. 

Assess open rates, click-throughs, conversions and purchases for this sample to make any necessary adjustments before sending to the entire list. It is also important to review the subject line, content, images, CTAs and overall layout of the email for accuracy. An effective way to conduct these tests is through email A/B testing. This allows you to compare two versions of an email and analyze which one performs better among your subscribers. This type of testing is important because it helps identify best practices and maximize the results of future campaigns. 

Best memorial day email examples

As Memorial Day approaches, many businesses (especially e-commerce ones) are looking for ways to show their respect for the holiday while also promoting their products or services. Below are some of the best Memorial Day email marketing ideas that will help you create meaningful messages that capture the spirit of this special holiday.

Patriotic greetings

The BEE Content Design company began its email with a heartfelt greeting that acknowledges the sacrifice made by the USA military personnel. A simple “Have a meaningful Memorial Day” and “Honoring our fallen heroes” is a great start to a message. 

The company also takes a moment to share the history of Memorial Day and why it is significant. The message encourages customers to take a moment to reflect and remember those who have served and sacrificed for the country.

Sale emails

This sale email from Enesco Gift is particularly noteworthy due to the special Memorial Day discounts as well as complimentary shipping. It encourages customers to take advantage of this great deal by informing them of the percentage off they can get. The message concludes by urging people to take advantage of the limited-time offer and shop now. The company expresses its commitment to the holiday by providing exceptional deals on their items with a positive and upbeat tone.

This email is a great example of how you can honor Memorial Day’s significant holiday while promoting your product.

Promo emails with emphasis on the summertime

Since Memorial Day is often seen as the unofficial start of the summer holiday, it’s a great time to promote your summertime products or services. 

This promotional email from Havaianas exemplifies a summertime focus. The model in the beach shoe along with the content of the message suggest that customers should start stocking up on new styles of sandals. By tying the promotion to the start of summer, the Havaianas company created a sense of excitement and anticipation in its audience. This email will gain ample traction among readers, suggesting its persuasive effectiveness.

Emails to clients

If you have a business-to-business (B2B) company, you can still show your respect for Memorial Day with a thoughtful email to your partners. 

To create a Memorial Day email with a less intense but still impactful tone, you can refer to Vineyard Vines’ email as inspiration. The brand sends its clients a non-promotional email on the day of the holiday. This message is thoughtful and meaningful and expresseses the company’s respect for the holiday and those who have served.

Final thoughts

Memorial Day is a special occasion that offers a unique opportunity for marketers to honor the fallen heroes while promoting their brand. By crafting an effective and respectful email campaign, you can increase transaction rates and enhance your relationship with your audience. Some strategic tips to keep in mind when preparing your holiday email marketing include:

• Making it patriotic
• Emphasizing spending time with loved ones
• Optimizing for mobile users
• Thinking about a holiday sale or offer
• Properly segmenting your audience. 

By following these guidelines, you can create a campaign that resonates with your customers, enhances your brand image, and pays tribute to the sacrifice of those who have served the USA country.