Martin Luther King Day Email Strategy

MailCharts saves you the trouble of secretly subscribing to your competition’s emails and then spending hours trying to find something actionable.

Below you’ll find the canonical reference for Martin Luther King Day email planning. From email examples to specific promotional strategies, we’ve included everything you need to ace your campaign.

Martin Luther King Day
Email Examples

Martin Luther King Day Email Campaign Planning

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

This Juicy Couture email calendar is based on Juicy Couture, who sent 0 emails for Martin Luther King Day in 2018.
Want to see a specific company’s email calendar?

Martin Luther King Day Email Marketing Statistics

Day-by-day volume distribution

Will you simply send one email on Martin Luther King Day or will you send a few emails leading up to it, including a “last chance” email once the event is over?
Emails sent before Martin Luther King Day
Emails sent on Martin Luther King Day
Emails sent after Martin Luther King Day
Based on 237 emails mentioning "martin luther king", "mlk" in the subject line.

Martin Luther King Day promotional strategy

Martin Luther King Day
Discount Analysis

Discover the most popular types of promotions used for Martin Luther King Day.

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 Martin Luther King Day. You can toggle between Dollars Off and Percent Off.
Be prepared for every holiday with the
perfect cadence and discount strategy.

Martin Luther King Day Content Strategy

Ace your Martin Luther King Day email content with these ready-to-implement strategies. Enjoy!

Honor the day with a thoughtful tribute.

It goes by several names – MLK Day, Martin Luther King Day, or just King Day – but the third Monday of January is a federal holiday whose official name is Martin Luther King, Jr., Day. It commemorates the birthday of the Rev. Martin Luther King, the civil rights leader who was assassinated in April 1968.

But other marketers take a more thoughtful approach, using photos or illustrations of King or replacing promotions with a tribute reflecting on his contributions. Your audience and its expectations will guide you in the copy and creative choices you make if you do an MLK Day promotion.


Strategy #1: Don’t treat MLK Day like Presidents Day

A quick search of emails with some variation on “Martin Luther King Jr. Day” in the MailCharts database turns up many messages using the holiday to promote their products and brands the same way they use Presidents Day (the federal holiday in February that recognizes the birthdays of George Washington and Abraham Lincoln).

In other words, they slap an MLK Day banner and a red-white-and-blue color scheme on their regular promotions. But that approach ignores an essential difference between the two holidays.

Both honor deceased American public figures, but time and legend have made Lincoln and Washington remote figures. King is still flesh and blood for many Americans, and any efforts that make light of his life or death could fall flat or, worse, annoy or anger your customers. Also, know that people are watching what you send, and they’ll probably call out any perceived errors in judgment.


Strategy #2: Highlight your company charities, volunteer activities or values

Aligning your brand with the values associated with the King holiday can be tricky, but proceeding with respect and caution will help you avoid any inadvertent missteps.

Coming soon after the Christmas holidays, it can help you reconnect with your customers and give them a reason to support your brand by seeing the work your company as a whole and workers do for your communities.

Many of the emails we liked for MLK Day used the occasion to send a message related to the holiday with an image of King, a quote or something similar.

The King holiday is the only federal holiday with a Congress-designated Day of Service, which adds a layer of solemnity missing from Presidents Day. Keep that in mind if you decide to incorporate the holiday in your campaign messaging.