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Holiday email marketing tends to lean heavily on commercialization. It’s easy to get caught up in the hoopla of marketing to the extent that many businesses fail to focus on the human aspect of the holidays.
One of the greatest things about the holidays is that it affords brands the opportunity to capitalize on consumer’s celebratory spirits with holiday-specific sales and discounts. Judging by my inbox this morning it’s apparent that many brands are trying to take Veterans Day and turn it into a giant sale. I’m not knocking these brands for trying to increase revenues, but given that the true holiday season is right around the corner, I can’t help wondering if it wouldn’t be better to approach something as honorable as Veterans Day with a different mentality.
I think the intentions of most companies are good. They want to honor veteran’s with a sale that allows them to honor those that have served by giving back. I get it, I really do. However, there’s a less commercialized way to approach holiday email marketing. Starbucks and Zagg are perfect examples of huge companies that capitalized on Veterans Day celebrations by showcasing the human side of their organizations.
Take a minute to appreciate the sincerity and simplicity of these two emails:
Zagg and Starbucks both approached their Veterans Day holiday email marketing with the same intent; to honor veterans. Zagg created a short, two-paragraph letter thanking military members for their service. Starbucks, while slightly longer and more design focused, began with a personal video before highlighting their veteran employees.
These are simple, heartfelt holiday email campaigns that highlight the sincere gratitude and honor we feel towards our veterans, while drawing attention to the authentic significance of Veterans Day. And to all of the veterans and current service members out there, we thank you for your sacrifice.