Veterans Day is a US federal vacation celebrated each November 11 to honor army veterans of the US Armed Forces.
As such, it’s typically mistaken for Memorial Day, which is definitely a complete different occasion that particularly celebrates those that died in service.
Whether or not or not they absolutely perceive what it represents, three-quarters of Individuals help Veterans Day being a nationwide vacation, whereas two-thirds deliberate to rejoice it in a roundabout way in 2022. In style methods to watch the vacation embrace:
- Flying a flag (cited by 31 p.c of respondents)
- Attending a Veterans Day ceremony or parade (14 p.c)
- Visiting a veteran buddy or relative (12 p.c)
- Supporting a veteran-owned enterprise (11 p.c)
Clearly, Veterans Day is a decidedly massive deal. However what does it imply for manufacturers?
It’s a tricky one. On the one hand, you naturally need to be part of the dialog. However on the flip facet, in case your solely contribution to the Veterans Day discourse is a coupon code, you danger wanting fairly cynical.
To make your life simpler, I dived into Drip’s e mail advertising swipe file to spherical up 9 of the very best Veterans Day e mail examples from the previous couple years.
1. Mugsy: Rejoice Veterans In Your Neighborhood
There are about 16.5 million veterans within the US, whereas greater than 1.4 million Individuals at present serve within the armed forces. Mixed, that’s about 8.5 p.c of the grownup inhabitants, so there’s a robust likelihood that present and former army personnel make up an honest chunk of your viewers.
So why not rejoice Veterans Day by honoring members of the armed forces from inside your individual group?
That’s exactly what Mugsy Denims did in my first Veterans Day e mail instance:
I like this strategy as a result of it’s not asking for something. No name to motion, no low cost code, no limited-time provide. As a substitute, it demonstrates that Mugsy cares about its clients and acknowledges the very important work of the armed forces.
This technique provides Mugsy a comparatively low-effort, low-risk technique to be part of the Veterans Day dialog, as a result of it shifts the main focus away from the model and onto its clients. There’s nothing salesy or cynical happening right here.
And truthfully, typically that’s the very best you’ll be able to hope for.
2. Brandless: Encourage Coupon Code Sharing
Perhaps you don’t have the posh of sending a non-salesy Veterans Day e mail. Maybe e mail advertising is the lifeline of your ecommerce enterprise and you’ll’t afford to ease off the promotional messaging.
In that case, you’re in all probability attempting to determine methods to run a revenue-focused marketing campaign with out offending anybody (least of all veterans and their households).
Brandless presents one potential resolution:
On this instance, the well being, magnificence, and homeware model facilities its particular provide on veterans themselves.
I significantly like how this e mail encourages clients to share the coupon code with veterans, which feeds instantly into the entire goal of the vacation: honoring former armed forces personnel.
It’s a sensible method for Brandless to drive gross sales and income whereas nonetheless wanting prefer it’s giving one thing again to the veteran group.
Proof suggests there’s a giant urge for food for this type of marketing campaign. In response to Shopper.com, two-fifths of ladies and one-third of males have helped buddies or members of the family monitor down an acceptable on-line low cost code, whereas half of ladies and an extra third of males have shared codes they already possess with somebody they know.
3. Huckberry: Goal Reductions at Veterans
The entire level of Veterans Day is to make army veterans really feel particular; to honor their service.
For my part, you’re unlikely to nail that individual transient by sharing a particular provide or low cost code that can be utilized by anybody, no matter whether or not or not they served within the armed forces.
If something, including the phrase “veteran” and some stars and stripes to a generic coupon code e mail will make you look calculated and uncaring. That’s undoubtedly the improper tone to strike on Veterans Day.
As a substitute, take a leaf out of Huckberry’s e book by operating a marketing campaign focused particularly at veterans (and their households):
By particularly requiring army ID verification to benefit from the provide, Huckberry makes it clear that it’s giving one thing again to the army group.
Importantly, the model isn’t simply utilizing this promotion to shift a bunch of outdated, out-of-season inventory. As a substitute, it’s operating a sitewide sale for veterans and their households, giving them a considerable low cost on something they need.
4. Bombas: Help Veterans In Want
As with every demographic or viewers phase, “veterans” aren’t a homogenous group. Some have intensive help networks; some are wholesome, rich, and completely satisfied; others are struggling to get by.
In response to figures from the US Division of Housing and City Improvement, greater than 33,000 veterans had been experiencing homelessness throughout its most up-to-date Level-in-Time rely.
Regardless of accounting for a large proportion of the veteran inhabitants, these individuals are simply missed—and infrequently spoken about—by manufacturers. So why not make a distinction in your subsequent Veterans Day e mail marketing campaign by striving to assist these unhoused people?
That’s exactly what Bombas did in its most up-to-date Veterans Day marketing campaign:
There’s lots to love about this technique.
At first, Bombas makes it clear that this isn’t simply one other gross sales promotion; it’s clearly consuming into its personal revenue margins by donating a pair of socks for each pair bought.
I additionally like how this marketing campaign isn’t all about Bombas. As a substitute, it shifts focus away from the model and onto the 200+ organizations working to sort out homelessness throughout the nation.
In fact, that’s to not say Bombas is doing this for completely altruistic causes. There’s loads of advantages for manufacturers supporting charities and causes that resonate with their clients.
In response to analysis from Google Cloud, 82 p.c of shoppers desire to purchase from manufacturers whose values align with their very own. What’s extra, three-quarters of customers say they’ve stopped shopping for from manufacturers over a battle in values.
So it undoubtedly pays to place your cash the place your mouth is and provides one thing again—particularly on key dates like Veterans Day, when your viewers is already interested by what they’ll do to help veterans in want.
5. United By Blue: Go Past Veterans Day
We’ve all grow to be used to manufacturers talking out and doing good deeds round high-profile occasions and holidays. However for a lot of shoppers, this fleeting strategy is now not sufficient; they need to see constant, sustained motion.
Pleasure month is arguably the obvious instance. Each June, manufacturers are fast to drape their web sites, social media profiles, and e mail newsletters in rainbow flags. However few proceed discussing LGBTQ+ points the second July rolls round.
Jean-Marie Navetta, director of studying and inclusion at LGBTQ advocacy group PFLAG Nationwide, has spoken out about this short-term strategy to advocacy.
“One of many largest pitfalls is after we see corporations that solely need to have this dialog in June,” she instructed Bloomberg Regulation. “That’s problematic as a result of people who find themselves queer are queer each single day and each single month of the 12 months.”
Veterans Day isn’t any totally different. When you actually care about supporting veterans, why confine your efforts and messaging to a single day?
Sustainable attire and equipment model United By Blue took a special strategy, as a substitute selecting to honor so-called “native heroes”—together with veterans, academics, and medical professionals—day by day of the 12 months:
Providing a everlasting low cost to veterans is a great technique—particularly if you happen to roll it out on Veterans Day, like United By Blue did. It’s a much more significant gesture than a easy one-day sale.
6. Chubbies: Stage Up Your Current Provide for Veterans
Okay, so we’re agreed: providing a year-round low cost to veterans means much more than giving them 10 p.c off on Veterans Day.
However why can’t you do each?
In my subsequent Veterans Day e mail instance, Chubbies doubled its present, year-round low cost for veterans and energetic responsibility personnel, giving them a beneficiant 20 p.c off for 10 complete days:
It is a best-of-both-worlds resolution. Chubbies will get to spice up gross sales for a restricted interval with a lovely particular provide, whereas additionally demonstrating the way it helps veterans all year long.
7. Demise Want Espresso: Help a Veterans Charity
Always remember that you just’re a retailer, not a charity.
Positive, you is perhaps seeking to do some good to your group and provides one thing again to veterans. That’s a good factor. However virtually talking, you in all probability lack the sources and connections to make a significant distinction by yourself.
For that purpose, many manufacturers select to honor occasions like Veterans Day by becoming a member of forces with charities and non-profit organizations.
Demise Want Espresso is one model that clearly understands the worth of this strategy:
By donating a piece of all gross sales to charity and veterans service group the Gary Sinise Basis, Demise Want Espresso will get to help veterans—and promote its ESG values—with out distracting from its day job: promoting espresso.
8. Mattress Tub & Past: Middle Veterans In Your Topic Line
When you’re going to ship a devoted Veterans Day e mail, it is smart to reference veterans as early—and infrequently—as potential.
As a result of what’s the purpose in sharing a reduction for veterans if it’s tucked away beneath the fold in your e mail physique copy?
So far as I’m involved, you must undoubtedly point out the vacation in your e mail topic line. Bear in mind, nearly half of e mail recipients resolve to open emails primarily based solely on the topic line, so if you happen to actually need your messaging to chop by means of, it ought to be proper there within the topic.
Mattress Tub & Past will get it proper right here:
There are a pair issues I like about this topic line.
First off, it locations veterans on the entrance and heart of its providing, leaving no room for confusion in regards to the contents of the e-mail. When you’re a veteran who’s available in the market for some fancy bedding or a brand new set of kitchen knives, there’s an excellent likelihood you’d open this e mail.
Past that, I additionally like the usage of related emojis right here. Admittedly, emojis aren’t for everybody, and they need to undoubtedly be used sensitively relating to events like Veterans Day. However Mattress Tub & Past will get the stability proper right here.
Used successfully, emojis in topic traces might help your emails stand out amid a crowded inbox, with analysis from Marketing campaign Monitor displaying that manufacturers utilizing emojis get pleasure from a 56 p.c enhance in distinctive open charges.
9. The North Face: Lengthen Reductions to Household Members
Veterans Day has a distinctly family-oriented really feel, with 12 p.c of Individuals celebrating the event by visiting a veteran buddy or relative.
So why not lean into this theme by providing your Veterans Day low cost to members of the family in addition to veterans themselves?
That’s precisely what The North Face did in my remaining instance:
It’s a easy however efficient tactic. Not solely does it exhibit that The North Face cares about veterans and their households, however it additionally means extra individuals can benefit from the provide.
And meaning extra gross sales and income.
Additionally, it’s value stating that The North Face is one other model to supply a army service low cost all year long, moderately than saving it for particular events.
Improve Your E-mail Personalization With Drip
In fact, Veterans Day won’t be related to everybody in your viewers.
On a easy stage, totally different nations have their very own variations of Veterans Day. So if you happen to serve clients in a number of places, it pays to phase your listing to solely embrace these primarily based within the US.
However that’s solely scratching the floor of segmentation and personalization. With Drip, you’ll be able to reduce and slice your viewers lists nonetheless you see match, supplying you with the ability to ship laser-targeted messages to ever-more-niche viewers segments.
The extra area of interest your messaging, the extra related it turns into to particular person clients, and the extra income you’ll generate.
See for your self by signing up to your 14-day free trial.