Cinco de Mayo Email Strategy

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Below you’ll find the canonical reference for Cinco de Mayo email planning. From email examples to specific promotional strategies, we’ve included everything you need to ace your campaign.

Cinco de Mayo
Email Examples

Cinco de Mayo Email Campaign Planning

Use the calendar below as a starting point to plan your email campaigns.

This Chili’s Grill & Bar email calendar is based on Chili's Grill & Bar, who sent 0 emails for Cinco de Mayo in 2018.
Want to see a specific company’s email calendar?

Cinco de Mayo Email Marketing Statistics

Day-by-day volume distribution

Will you simply send one email on Cinco de Mayo or will you send a few emails leading up to it, including a “last chance” email once the event is over?
Emails sent before Cinco de Mayo
Emails sent on Cinco de Mayo
Emails sent after Cinco de Mayo
Based on 393 emails mentioning "cinco", "drinko" in the subject line.

Cinco de Mayo promotional strategy

Cinco de Mayo
Discount Analysis

Discover the most popular types of promotions used for Cinco de Mayo.

Note: One email might contain more than one type of promotion — this is why these totals may not add up to 100%.

Distribution of Promotions

Understand how steep a discount companies offer for Cinco de Mayo. You can toggle between Dollars Off and Percent Off.
Be prepared for every holiday with the
perfect cadence and discount strategy.

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-American customers or getting 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 note above, color is a major element of Mexican art and culture. The Cinco de Mayo emails we showcase 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 notice among Cinco de Mayo emails — more imaginative use of animation than for other holidays. And not just one jiggling little icon either. We’ve seen lots of countdown clocks — appropriate given how short the email window is for Cinco messaging — plus animated hero images.

For examples, click through to check out the emails we showcase at the top of the page.