Fourth of July email messaging tips + examples
Editor’s note: This article was originally published on June 7, 2019. Emily Riedy updated it in May 2022 to reflect current data and insights.
The key to marketing success is beginning early, and if you want to take advantage of July 4th celebrations then your business should start preparing it email messaging and strategy well before May. If you strategize your 4th of July email campaign early enough, you’ll have an opportunity to capture some of those extra holiday dollars.
Read on for:
- 4th of July marketing ideas to help you prepare for the holiday
- 4th of July email examples to jumpstart your campaign
In 2021, 76 percent of Americans planned to celebrate the holiday and shoppers were expected to spend over six billion dollars [NRF]. These numbers alone show it’s smart to have a fourth of July email marketing plan in place.
Don’t have one? Don’t worry. Here are nine ideas to help you take your 4th of July emails and marketing efforts from “fingers crossed” to “we’ve got this!”
1. Create a content calendar for the weeks before fourth of July
You may think, “I don’t have time to create a content calendar! There are only a few weeks until July 4th.” But the old adage, “If you fail to plan, you’re planning to fail,” holds true—that Benjamin Franklin was right on the money!
It may be tempting to sketch out a few emails, schedule them, and hope for the best. But dedicating some time to strategically plan for the Fourth will be time well-spent.
Your content calendar for the 4th of July doesn’t have to be an extensive effort. Think of it as a roadmap to help you get from where you are today to where you want to be on the holiday.
It’ll help you take into account details like who you should send your messages to, what specific messages you should send, when you should send them, and more.
2. Segment your list so you can send different messages to different subscribers
Before you start scheduling 4th of July emails to send to your customers, think about what messages you’re going to send and to which customers you’re going to send them.
It may seem simpler to send one message to all your customers, but that can actually backfire and land your message in spam filters. Rather than jeopardize your sender reputation, the better approach is to segment your list.
Segmenting your list can help you deliver more targeted messages to the right audience. Research shows there’s a 55 percent increase in revenue per recipient (RPR) for companies that send emails to targeted segments, so it’s well worth the effort to think about how to break down your list.
Here are a few examples of segments you can create:
- People who purchased from you around the 4th of July last year
- People who recently purchased from you (eg., within the last three months)
- People who previously purchased from you (eg., within the last year)
- People who spent more than X dollars (eg., on a purchase, within the last six months, etc.)
- People who visited your website or viewed a product but didn’t make a purchase (eg., within the last three months)
- People who opened an email but didn’t make a purchase (eg., within the last month)
- People who haven’t purchased in the past six months but who opened one of your emails within the last 30 days
You can slice and dice your list in so many ways. However you decide to do it, use your data and your automations to target repeat purchasers or potential prospects with relevant messages in your 4th of July emails.
3. Determine your discounts or promotions for the day of July Fourth
Once you’ve segmented your list (or while you’re segmenting your list), think about what you actually want to offer to your customers in your 4th of July emails.
Will you offer a discount on their purchase (eg., a certain percentage off the total), a bundled offer (eg., a BOGO), a bonus (eg., free gift with purchase), a perceived perk (eg., free shipping), or something else?
If you’re not sure what will resonate best with your audience, dig into your data to understand the purchasing habits of your customers.
Look back at past promotions to see what’s resonated best with your audience. Do you tend to see more purchases when you offer a particular discount or does free shipping really excite them?
Then, take it one step further. With those particular promotions, how does the behavior of the people who placed an order map with the audience segments you’ve just created?
Don’t worry if you don’t have that level of data yet. You can use the data you gather from the audience segments and marketing strategies you create this year to plan ahead for 4th of July emails next year.
4. Factor in timing of when you will send your July 4th email
Now that you know what offers you want to send and who you want to send them to, your next step is to factor in timing to your July 4th email marketing plan. Will you run a one-day flash sale, a weekend special, or a promotion that starts a couple of weeks ahead of the holiday?
Here are some questions to think about when it comes to timing:
Do you sell items people will need on July 4th?
Most people plan for the Fourth in advance since they’ll need their supplies on the holiday itself (what’s a cookout without a grill?!). Depending on what you sell, a one-day flash sale on the actual holiday might not be your best bet. But if you sell compostable utensils, for example, a flash-sale might be the perfect promotion.
Which day of the week does the holiday fall on this year?
The Fourth is on a Monday this year (2022), so many people will take off for a long weekend, which means they’ll likely stock up on supplies they’ll need at least a few days in advance.
Others will leave town the weekend prior (June 26-27th), which means they may be making purchases even earlier in June. In either case, consider what you have to offer to your customers and factor in the timing of when they’ll likely purchase those items.
When do your customers typically purchase your products?
Use your data to see if your products typically sell better on weekends or weekdays, and schedule your 4th of July emails accordingly.
Don’t have that level of data yet? Do a quick survey and ask friends and family when they’d be likely to buy such an item.
How long does it take customers to receive their purchase?
Send your July 4th emails as early as possible so your customers have enough time to make their purchases and so you have enough time to fulfill their orders.
If you sell products they may need for travel, think about the timing of the holiday, the travel plans they may have, how long it typically takes to receive a purchase, and work backwards to better understand when you should start sending your messages.
Here’s an easy way to think about it: Father’s Day is on Sunday, June 20th, so it might be wise to plant some seeds about any 4th of July promotions you’ll be running starting the week of Monday, June 21st. In many cases, that’ll give your audience enough time to learn about your offer, make a purchase, and receive it in time for when they’ll need it.
How will you create a sense of urgency?
You can create a sense of urgency by clearly conveying to your customers the date by which they’ll need to make their purchases in order to receive their orders ahead of the holiday. For example, you can include, “Only seven days until the Fourth” if your subject or include a countdown clock.
5. Tailor your messages to personalize for your audience
Once you know who you want to send your July 4th emails to, what offers you want to send to them, and when you’ll need to start scheduling your emails, the next step to take is to figure out how you’ll actually craft your 4th of July emails to capture their attention.
Here are some sample 4th of July email subject lines you can try and test:
- Savor the summer sale! X% off now through <<Date>>
- July Fourth Sale! Save up to X%
- Red, White, & NEW favorites!
- X% off Patriotic <<Item Type>>
6. Use your 4th of July emails to gather subscriber preferences
Once you’ve done the work to get your 4th of July email campaign off the ground, there’s something else you can do to make your emails work better for you: use them to gather subscriber preferences.
Emails are not only a great way to communicate your messages to your customers, but they’re also an incredibly useful tool to get your customers to tell you what they want and when they want it.
What types of products are they most interested in? Use your 4th of July emails to offer a few examples and ask your customers which products they prefer. Then, use that information to send relevant messages about those products in the future.
How often do your customers want to hear from you? Offer a cadence (weekly, monthly, sales only, etc.), and ask them what they’d like best. Then, send relevant messages to them on the cadence they prefer.
Include these types of emails in your content calendar to get more information about your customers that’ll ultimately help you tailor your messages even more and create relevant, personalized experiences for your audience.
7. Ask for reviews in your emails so that your brand gets social validation
Do you have customer reviews for the items you sell? Include them in some of your tailored messages. Show repeat customers and potential purchasers what others have to say about the products they’re considering or the ones you’re featuring as part of your 4th of July promotion.
You can include customer reviews into your automated flows, too. When someone makes a purchase, send a follow-up email asking them to leave a review. Not sure how to start?
8. Get social and take advantage of the user generated content
Do your customers follow you on social media? Are they active in liking and engaging with your content? A great way to drive more of that activity is to feature user-generated content (UGC).
Ask your customers, via email or your social channels, to post about the products they’ve purchased and to tag your brand in their posts using your social handle or hashtag for a chance to be featured.
For example, say you sell swimming supplies. Ask your customers to take pictures using their floats, goggles, and swim gear on their vacations, at their pool parties, or at the beach, using your brand’s social handle (@sallysswimgear) and using your brand’s hashtag (#swimonthefourth). You can then curate this content and feature it in your emails and on your own social handles (e.g., in your Instagram stories, in photo albums on Facebook, etc.)
UGC is a great way to stretch your marketing resources and to create compelling content for the people who’ll purchase your products by the people who’ve already purchased them.
9. Focus on the theme of independence
Finally, remember what the 4th of July is all about—celebrating our country’s independence.
Wish your customers a Happy Independence Day, encourage them to spend time with family and friends doing the things they love, and keep the overly sales-y messages on the holiday to a minimum.
Holidays are a great time for sales and promotions, but brands can leave a bad taste in many customers’ mouths by failing to recognize the true meaning of a holiday.
With your holiday marketing campaign prep work completed, it’s time to work on the design and layout of your email.
Magical Brands builds brand awareness by targeting a wider audience
Subject line: July 4th Cook Out Recipes 🇺🇸
Magical Brands, a leader in the cannabis and edible industry, took a tasty approach to their 4th of July email.
The Fourth is a holiday that many Americans celebrate with a cookout in their backyards, on a beach, or in any sunny outdoor spot where they can set up their grills.
Brand tip: Instead of directly promoting their products, Magical Brands shares some cannabis-infused recipes that readers can use to whip up delicious treats for the holiday. It’s a clever way to build brand awareness with a wider audience. Magical Brand’s July 4th email grounds their somewhat unconventional product in a traditional, culturally accepted holiday.
Athletic Brewing creates a six pack for the 4th of July
Subject line: 4th of July Mixed Packs
What’s a cookout without an ice-cold beer on hand? Athletic Brewing Co. knows you can’t have one without the other. This non-alcoholic craft beer brand uses their 4th of July email to promote a special mixed six-pack available just for the holiday.
Brand tip: Create a product focus especially for the fourth of July. It gives their subscribers the opportunity to try flavors they may not have tasted before and takes the guesswork out trying to shop for the perfect cold one.
More Labs focuses on the holiday colors and celebratory theme
Subject line: Combat your 4th of July hangover! 🍻🍷🍹
For those who choose to go the alcoholic beverage route this July 4th, More Labs has got you covered.
With science-backed supplements that combat modern-day stressors, More Labs developed the perfect hangover cure. Their July 4th email includes images that evoke a feeling of summer festivities, with their products nestled in the sand.
Brand tip: While More Labs didn’t necessarily design their supplements with a July 4th theme in mind, they leaned into the holiday theme for their email layout. The header image has subtle fireworks weaved into the background and all the text is either red, white, or blue—very fitting for a July 4th email.
The Clear Cut uses fireworks for its email design
Subject line: Spark This 4th of July 💥✨
Seasonal holidays are the perfect chance for your brand to inject your email campaigns with a dose of light-hearted puns—if, of course, it makes sense for your brand to do so.
Fireworks and the 4th of July go hand-in-hand. Jewelry brand, The Clear Cut, experiments with this well-known pairing in their July 4th email copy including terms like “sparkle”, “spark”, and “fire-up” to help their jewelry resonate with readers, even if diamond rings aren’t a typical 4th of July purchase.
Brand tip: Use your copy to integrate elements of the holiday if you do not have any product that can be featured. Using a product that can symbolize the holiday and then adding in the relevant copy can attract customers.
Kirna Zabête uses the holiday colors to target consumers
Subject line: Monday Moodboard: 4th of July
Apparel brand, Kirna Zabête used their July 4th email as a medium for sharing an Independence Day mood board that highlights some holiday related products.
Whether you want to dress up or dress down, you can feel confident that you’ll be on-theme for any 4th of July event with this email.
Brand tip: If your brand has any products that are red, white, or blue you can put together an effective July 4th email.
Gray Malin goes for a discount on July 4th
Subject line: July 4th Sale – 30% Off All Beach Aerials
Photographer Gray Malin showcased a curated collection of his beach aerials in his brand’s 4th of July email. Even though photography isn’t something readers typically shop for leading up to the holiday, his pictures are still relevant to the seasonality of the day.
The 4th of July commemorates more than just America’s independence—it’s a day when people can celebrate summer weather, being together with loved ones, and delicious food. So a July 4th email campaign has a lot of room for creative interpretation.
Brand tip: Providing a discount and then focusing the email messaging and creative around the colors and the theme (think sparkles and red, white and blue) can help target consumers, if a discount is all you have to offer.
Make a BANG with your July 4th emails
Creating a content calendar can help you capitalize on any of the holiday shopping weekends that tend to drive sales for your business.
Take these marketing ideas and July 4th email examples to have a successful 4th of July email campaign, and use them to think about how you can create content calendars for the holidays to come.
Ready for the next holiday? Yes, as soon as you are done with 4th of July, start prepping for Labor Day with these tips and email examples