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 totally perceive what it represents, three-quarters of Individuals assist Veterans Day being a nationwide vacation, whereas two-thirds deliberate to have fun it ultimately in 2022. Well-liked methods to look at the vacation embody:
- 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 wish to be part of the dialog. However on the flip aspect, in case your solely contribution to the Veterans Day discourse is a coupon code, you danger trying fairly cynical.
To make your life simpler, I dived into Drip’s electronic mail advertising swipe file to spherical up 9 of the most effective Veterans Day electronic mail examples from the previous couple years.
1. Mugsy: Have fun Veterans In Your Group
There are about 16.5 million veterans within the US, whereas greater than 1.4 million Individuals at the moment 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 a good chunk of your viewers.
So why not have fun Veterans Day by honoring members of the armed forces from inside your individual neighborhood?
That’s exactly what Mugsy Denims did in my first Veterans Day electronic 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 offers Mugsy a comparatively low-effort, low-risk method to be part of the Veterans Day dialog, as a result of it shifts the main target away from the model and onto its clients. There’s nothing salesy or cynical happening right here.
And actually, generally that’s the most effective you may hope for.
2. Brandless: Encourage Coupon Code Sharing
Perhaps you don’t have the posh of sending a non-salesy Veterans Day electronic mail. Maybe electronic mail advertising is the lifeline of your ecommerce enterprise and you may’t afford to ease off the promotional messaging.
In that case, you’re in all probability attempting to determine easy methods to run a revenue-focused marketing campaign with out offending anybody (least of all veterans and their households).
Brandless presents one potential answer:
On this instance, the well being, magnificence, and homeware model facilities its particular provide on veterans themselves.
I significantly like how this electronic mail encourages clients to share the coupon code with veterans, which feeds immediately into the entire function of the vacation: honoring former armed forces personnel.
It’s a sensible manner for Brandless to drive gross sales and income whereas nonetheless trying prefer it’s giving one thing again to the veteran neighborhood.
Proof suggests there’s a giant urge for food for this kind of marketing campaign. In response to Shopper.com, two-fifths of ladies and one-third of males have helped associates or relations monitor down an acceptable on-line low cost code, whereas half of ladies and an additional 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 electronic 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 ebook 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 neighborhood.
Importantly, the model isn’t simply utilizing this promotion to shift a bunch of previous, 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: Assist Veterans In Want
As with every demographic or viewers section, “veterans” aren’t a homogenous group. Some have intensive assist networks; some are wholesome, rich, and pleased; others are struggling to get by.
In response to figures from the US Division of Housing and City Growth, greater than 33,000 veterans have been experiencing homelessness throughout its most up-to-date Level-in-Time depend.
Regardless of accounting for a large proportion of the veteran inhabitants, these individuals are simply neglected—and barely spoken about—by manufacturers. So why not make a distinction in your subsequent Veterans Day electronic 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 so much to love about this technique.
At the beginning, 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 deal with 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 customers want to purchase from manufacturers whose values align with their very own. What’s extra, three-quarters of buyers 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 fascinated with what they will do to assist veterans in want.
5. United By Blue: Go Past Veterans Day
We’ve all turn into used to manufacturers talking out and doing good deeds round high-profile occasions and holidays. However for a lot of customers, this fleeting strategy is not sufficient; they wish to see constant, sustained motion.
Delight month is arguably the obvious instance. Each June, manufacturers are fast to drape their web sites, social media profiles, and electronic 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 greatest pitfalls is after we see corporations that solely wish 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 yr.”
Veterans Day isn’t any completely different. If you happen to 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 unique strategy, as a substitute selecting to honor so-called “native heroes”—together with veterans, lecturers, and medical professionals—day by day of the yr:
Providing a everlasting low cost to veterans is a great technique—particularly should you 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 Present Supply 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 electronic mail instance, Chubbies doubled its current, year-round low cost for veterans and energetic responsibility personnel, giving them a beneficiant 20 p.c off for 10 entire days:
It is a best-of-both-worlds answer. Chubbies will get to spice up gross sales for a restricted interval with a pretty particular provide, whereas additionally demonstrating the way it helps veterans all year long.
7. Loss of life Want Espresso: Assist a Veterans Charity
Always remember that you just’re a retailer, not a charity.
Positive, you could be trying to do some good in your neighborhood 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.
Loss of life Want Espresso is one model that clearly understands the worth of this strategy:
By donating a bit of all gross sales to charity and veterans service group the Gary Sinise Basis, Loss of life Want Espresso will get to assist veterans—and promote its ESG values—with out distracting from its day job: promoting espresso.
8. Mattress Tub & Past: Heart Veterans In Your Topic Line
If you happen to’re going to ship a devoted Veterans Day electronic mail, it is smart to reference veterans as early—and infrequently—as attainable.
As a result of what’s the purpose in sharing a reduction for veterans if it’s tucked away beneath the fold in your electronic mail physique copy?
So far as I’m involved, you need to undoubtedly point out the vacation in your electronic mail topic line. Keep in mind, nearly half of electronic mail recipients resolve to open emails primarily based solely on the topic line, so should you actually need your messaging to chop by, it needs 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. If you happen to’re a veteran who’s out there for some fancy bedding or a brand new set of kitchen knives, there’s a very good likelihood you’d open this electronic mail.
Past that, I additionally like using related emojis right here. Admittedly, emojis aren’t for everybody, and they need to undoubtedly be used sensitively in relation to events like Veterans Day. However Mattress Tub & Past will get the steadiness proper right here.
Used successfully, emojis in topic strains can assist your emails stand out amid a crowded inbox, with analysis from Marketing campaign Monitor exhibiting that manufacturers utilizing emojis take pleasure in 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 relations in addition to veterans themselves?
That’s precisely what The North Face did in my ultimate instance:
It’s a easy however efficient tactic. Not solely does it show that The North Face cares about veterans and their households, however it additionally means extra folks 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, fairly than saving it for particular events.
Improve Your E mail Personalization With Drip
In fact, Veterans Day may not be related to everybody in your viewers.
On a easy stage, completely different nations have their very own variations of Veterans Day. So should you serve clients in a number of places, it pays to section your record to solely embody these primarily based within the US.
However that’s solely scratching the floor of segmentation and personalization. With Drip, you may reduce and slice your viewers lists nonetheless you see match, providing 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 in your 14-day free trial.