Here's the email to put together when your boss comes to you at 4 p.m. on a Friday afternoon and asks you to come up with another Memorial Day message. Modcloth sent this email midafternoon on Memorial Day, probably aiming to capture interest from revelers who were either just getting up and checking their phones or taking a break from the weekend-long festivities.

The top image looks like a left turn from the usual action-oriented artwork you see in sporting-
goods photos, but maybe that’s why this photo, of a son and father (or maybe uncle or big brother) sitting together quietly stood out in our search.

The copy itself is straightforward and promotional, but the subtle red-white-and-blue color scheme and the sentimental photo set it apart from other Dick’s emails.

This is another example of zigging where everyone else is zagging. It doesn't run with red, white and blue, and it has no photos of smiling diners. But it does tell customers exactly what it wants people to do, which is to read the blog, get outdoor-dining tips and then go buy something.

Clarity is good!

We picked this email to share because we liked the subtle but fun animation (click the image to view it), the bright red-white-and-blue color theme and the sharp focus on the promotion.

We also liked how everything in the email's interior content directs attention to the 55% discount, from the preheader to the headline to the easy-to-remember "memorial55" savings code. That bright-red "Shop Sale" CTA button practically begs readers to click it.

Sportswear retailer Vineyard Vines spins the typical Memorial Day message by tying a request that customers "do something nice for someone" to its brand slogan: "Every day should feel this good." Aside from that subtle brand-building effort and navigational links, this email has no promotions.