4th of July Content Strategy
Ace your 4th of July email content with these ready-to-implement strategies. Enjoy!
For marketers, the Fourth has multiple personalities.
First, there’s the appeal to patriotism and a shared cultural heritage that belongs to all Americans regardless of when and how they arrived in the country. Second, the Fourth has come to be seen as the high water mark of summer, with the rest of the season sliding slowly down toward fall with its home, school and work duties.
Although the Fourth isn’t a big gift-giving occasion, shopping for food and party goods (everything from clothes to decorations to home decor) gives you more opportunities to reach customers. Although not one of the NRF’s top 10 consumer holidays, spending on the Fourth is still expected to top $7 billion.
Even if your products don’t fit the food-fun-family-fashion theme, a creative hand with a red-white-and-blue color scheme gives you a relevant angle and the opportunity for your creative team to flex its muscle.
Let’s dive into some concrete strategies.
Strategy 1: Focus on the fun
Independence Day partying became an instant tradition back in 1776 when a bunch of Continental Congress reps repaired to a local tavern to celebrate approving the Declaration of Independence. (That’s our story and we’re sticking to it.)
Today, the Fourth of July is the ultimate party day, whether you’re getting the family and friends together or celebrating with the masses at a parade, picnic and fireworks. Design your email to appeal to that hunger for carefree happiness, togetherness and community spirit which is unique to the Fourth.
Strategy 2: Get animated
The Fourth of July offers a good opportunity for adding animation to your emails because it’s such a visual holiday. Fireworks are an obvious choice, but a quick search through the MailCharts archive will turn up some emails that use animation in different and even more creative ways. Look for animated backgrounds and hero images.
Strategy 3: Do double duty with another holiday
July 4th promotional emails can be challenging because they overlap other holiday seasons such as Memorial Day, Father’s Day and graduation. You could boost your frequency (and potentially annoy your customers) with single-campaign emails, or you combine them into a single email, adjusting the content as each holiday approaches.
Strategy 4: Include store/business hours
Some Independence Days are a marketer’s dream, because they fall close enough to the weekend to create long, spendy weekends. When the Fourth lands smack in the middle of the week, as it will in 2018, the long weekend gets a little more remote. Still, let customers know whether you’ll have the lights on this Fourth with an email that you send on or before the holiday.
Besides store hours, think about other services that holiday closures could affect, including customer-service or support hours, holiday shipping deadlines or delivery services. Also, add a store-location link for people who find themselves in a strange place on the Fourth with a few extra hours on their hands.
Strategy 5: Fly your patriot flag
The Fourth of July is one holiday that we don’t share with the rest of the world (although it comes on the heels of Canada Day, on July 1). Because of this, many retailers look to tap into common feelings of patriotism through copy, images, products, and calls to action.
Should you go all in on the Stars and Stripes Forever theme or soft-pedal the patriotism? Rely on your brand identity and customer personas, what you know from past campaigns, and even what you might learn from your customer-facing departments like customer service and in-store personnel to guide you.
Strategy 6: Segment, segment, segment
Because Independence Day is an American-only celebration, consider suppressing addresses of customers who live outside the U.S., using either location data or email addresses that are clearly non-U.S. If you have a significant Canadian population, you can make your Independence Day message do double duty by soft-pedaling references to specific holidays.