Cinco de Mayo Content Strategy
Ace your Cinco de Mayo email content with these ready-to-implement strategies. Enjoy!
Cinco de Mayo (Spanish for the Fifth of May) celebrates the Mexican Army’s unexpected victory over the invading French Army on May 5, 1862. Aside from defeating what had been considered the best army in the world, Mexico’s victory prevented France from establishing a base it could use to aid the Confederate Army during the U.S. Civil War.
Since then, Cinco de Mayo has evolved into an annual celebration of Mexican culture.
Below you’ll find three strategies worth keeping in mind when planning your campaigns.
1. Put the brakes on stereotyping
Tacos, tequila, sarapes, sombreros, maracas and margaritas … These might say “Cinco de Mayo” to you, but chances are you aren’t Mexican, Hispanic or Latino.
Co-opting a Mexican day of celebration to promote your brand can be a tricky process. You want to have fun without offending your Mexican customers or get vilified for cultural tone-deafness on social media.
First, if the phrase “Cinco de Drinko” or any other Spanglish words appear anywhere in your email copy, take them out right now. No discussion there. Beyond that, proceed carefully.
Feel free to use the bright colors associated with the Mexican flag (green, white and red) or with Mexican art (primary and red-based hues). Incorporate elements of Mexican culture that feel appropriate for your brand and products.
Run any Spanish phrases past a third party (preferably a native speaker or someone who knows Mexican culture well enough to detect any accidentally offensive phrases).
Finally, use the sniff test. If you find yourself reaching hard for a theme, it’s often better to move on. You don’t need to fall back on the inoffensive-but-ineffective “Take 20% off in honor of Cinco de Mayo.” Just imagine how it would look if someone who doesn’t share your own cultural heritage were to use caricatures of it to sell shoes.
2. Add color
As we noted above, color is a major element of Mexican art and culture. The Cinco de Mayo emails we showcased above are drenched in vivid colors. A colorful palette will help your emails stand out from your usual email stream.
3. Use animations
Another trend we noticed among Cinco de Mayo emails – we saw more clever use of animation in these emails than in any other holiday emails. And not just one jiggling little icon either. We saw lots of countdown clocks – appropriate given how short the email window is for Cinco messaging – and animated hero images.
Click on the features emails above to view the animations.