Making the most out of your Memorial Day email campaign

Phil Weltman |

It’s here ladies and gentlemen— it’s finally summer!

Break out the grills, white pants, and cornhole boards.

But before you start making a beeline for the beach, here’s all you ecommerce marketers need to remember to get your Memorial Day campaigns setup.

Believe it or not, Memorial Day email campaigns are more successful at engaging audiences than any other holiday-related campaigns. So don’t sleep on them.

In fact, according to a 2011 Experian study, transactions rates for Memorial Day campaigns are 35.5% higher than Black Friday emails and 16.1% higher than Cyber Monday emails. There’s no reason you shouldn’t be adding to the upward trending statistic.

So put your spatchulas down for the moment because I’m about to drop some Memorial Day email knowledge on your butts. I’ll go over everything from the content, discounts, and subject lines you should be using to optimize your holiday campaign.

Let’s begin.

Create an awesome subject line

Your Memorial Day campaign starts in the inbox.

Standing out in the inbox isn’t easy, especially on a day where everybody and their mother are sending out promotional emails. There’s no better way to grab your customer’s attention than with a clever, Memorial Day subject line.

Here are a few subject line examples that can help you craft your own creative Memorial Day subject lines.

  • Tipsy Elves: Flash Sale: 20% Off Patriotic Fanny Packs!
  • Tuckernuck: Red, White, & NEW!
  • Chubbies: Memorial Day Swim
  • The House Boardshop: Memorial Day Sale! Save Up To 70%
  • Keds: Red, White and Blue Favorites 🇺🇸

If you’re still struggling to come up with an awesome subject line, we recently wrote a post that will give you 10 techniques for writing significantly better email subject lines.

Focus on summer

Now that we have the subject line covered, let’s talk about the message.

It’s starting to heat up— which means summer is almost here. If you’re not from Boston then you don’t know how great of a time this is, aside from the allergies.

It’s a time where we can finally shed the layers and get a little sun. With summer comes the need for that new summer swag.

Believe it or not, summer is considered the season of spending.

At least that’s what research done by ezonomics has found – and I happen to agree (from personal experience). They found that 55% of people say that summer is the season in which they spend the most money.

Capitalize on this.

Make your Memorial Day campaign a welcome to summer campaign. Roll out some of your summer collection and provide a nice little discount. This is the start of the busy season – make sure you start it off right.

Offer a tempting discount

I briefly mentioned discounts earlier.

Discounts are kind of a big deal around the holidays – especially Memorial day.

According to WalletHub, 14% of Americans are very likely to take advantage of Memorial Day sales and promotions.

Let’s talk about the different types of discounts you can include in your Memorial Day campaign.

  • Percentage based: The most common way to offer a discount. This can include discounts anywhere from 5% to 50%.
  • Dollar value: If you want to control the your product margins, you can discount by a specific dollar amount (take $20 off your order).
  • Free shipping: One of the biggest driver of sales is free shipping. According to a study done by e-tailing, 73% of online shoppers stated that free shipping is the #1 criterion for making a purchase.
  • Free gift: Offering a free gift with their purchase is a good way to add value to a product or get rid of inventory if necessary.
  • Threshold promotions: This type of promotion is only offered if your shopper reaches a certain cart threshold. If they reach that mark, they will unlock the deal (could be any of the above options).

Next let’s talk a little about how to reach out to these people.

Segment your list

Segmentation allows you to really hit your subscribers with the right message and increase the number of people who partake in the sale.

We recently conducted a study of what one thousand of our most successful customers were doing with their email, and actually found that campaigns sent to a narrow slice of a store’s contacts outperformed campaigns sent to most of the list, providing better open rates, click-through rates, and revenue per recipient.

There are a number of ways your can segment your list during your Memorial Day campaign. Here are a few of my favorites.

  • Segmenting based on geography. Summers in LA are a hell of a lot different than summers in Maine. Also, people in different countries will want to be taken out of this campaign.
  • People who haven’t purchased. Getting someone to purchase for the first time is hard. Include a bigger discount for first time buyers to get them across the finish line.
  • VIP customers. Offer your most loyal customers a discount for being awesome customers. This could be in the form of free shipping or a free gift.

Those are just a couple ideas that you can use while planning out your memorial day campaign.

Check out our Definitive Guide to Email Marketing Segmentation to learn more about the types of segments you can set up.

Final Words

Memorial Day is both a day for commemorating fallen soldiers and a reminder that summer is right around the corner. Most people are going to have the day off which means they’ll be looking for new summer threads.

So let’s review how to create a successful Memorial Day campaign.

Subject lines are the gate to your content. People won’t purchase anything if they don’t open your email.

Make sure to remind your customers that summer is coming soon. Remember, summer is the season of spending.

Discounts drive marketing, so it’s crucial that you properly utilize them to gain the most from your sales efforts.

Lastly, segmenting will give your messaging a personal feel which will drive sales.

These are all things you need to think about when creating your Memorial Day campaign. Nail all of these and you’ll be starting your summer off with a BANG!

Phil Weltman
Phil is on the marketing team here at Klaviyo. He's super excited to help marketers take their email marketing strategy to the next level. Prior to marketing, Phil spent a year on the growth team helping lead the charge to build a digital marketing platform for nonprofits and fundraising organizations.