Memorial Day Marketing Guide

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Overview


Memorial Day is an important shopping holiday in the US and is often thought of as the kickoff to summer. This is an opportunity for brands to discount their spring collections to get rid of excess inventory and introduce new summer products. Memorial Day weekend is typically known for its blowout sales, with brands often offering steep discounts between 20-70 percent off. So, in order to compete with the other discounts shoppers will be receiving in their inboxes, be prepared to offer at least 20% off during this holiday sale.

Checklist

In this guide, we'll walk you through the following checklist:

  1. Create the following segments
    1. VIP Customers
    2. Price-Conscious Shoppers
    3. 2019 Memorial Day Purchasers
    4. Window Shoppers
    5. Non-US Contacts
  2. Create a content schedule
  3. Create a content strategy

Memorial Day Segments

Segments to Include in Campaigns

VIP Customers

These customers represent those who purchased from you recently, frequently, and at a high value. For our business, we're defining frequent as at least 3 times, and recent as in the last 16 weeks. These numbers will vary depending on the types of products you sell, but this is a good starting point.

We are also targeting customers who have spent at least triple our average order value ($100). To calculate your business' average order value, check out this article.

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Price-Conscious Shoppers

Price-Conscious Shoppers are people who have demonstrated that they like to buy at times when you discount and, since you’re likely offering a hefty discount for Memorial Day, you’ll want to make sure to notify these customers so they have the opportunity to place an order.

This segment is going to include people who have previously purchased using a discount. Currently, the best way to identify these people by building a segment of people who purchased during times when you were offering site-wide discounts. For example, this could be during Black Friday, Valentines Day, the 4th of July, or last Memorial Day.

If you ran Memorial Day sales last year, definitely be sure to include these purchasers in your segment. The other sale occasions will vary depending on your business, so make sure to adjust the segment definitions accordingly.

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Window Shoppers

This segment includes people who have displayed interest in your brand, but haven't actually made a purchase yet. This is a good group to target heavily during the holiday weekend. Consider offering them a higher discount to push them towards making their first purchase.

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Segments to Exclude from Campaigns

In addition to the segments below, you may also have a segment of unengaged subscribers. Depending on the size of this segment in relation to your total audience or if you are new to Klaviyo, you may want to consider excluding this unengaged segment from your Memorial Day campaigns as well.

2019 Memorial Day Purchasers

Creating a segment of our 2019 Memorial Day purchasers will help us identify anyone who is taking advantage of our Memorial Day sales so that we can exclude them from our emails to avoid bombarding them with content that isn’t relevant to their behavior. The simplest way to do this is to build a segment of people who placed at least one order after your Memorial Day sales begin. In our example, we’ll say that our Memorial Day sales start on May 20th.

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Non-US Contacts

Since Memorial Day is strictly a US holiday, it doesn’t make sense to extend our Memorial Day offers to people who live outside the US. Plus, this allows you to offer them perks that you may only offer to domestic customers, like free shipping.

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Please note that you may have multiple forms/variations of "US" contacts; e.g. You may have some contacts whose country equals "US," while others country equals "United States." In this case, it is very important to use AND connectors to target people who aren't in either variation. Learn more about joining conditions in the segment builder.

Memorial Day Strategy


Discounts are central to a successful Memorial Day strategy, so before you go ahead and start building your Memorial Day campaigns, determine what degree of discount you will be able to offer. This is going to vary for every business.

The tone you take in your emails is also going to vary depending on your business. Some brands may offer discounts to veterans that they increase during Memorial Day. In these cases, you likely have a significant portion of your audience that consists of veterans. You may want to take a more serious tone in your marketing campaigns and be sure to thank them for their service.

If you don’t have a large portion of your audience that’s made up of veterans and you’re focusing your Memorial Day sales more on kicking off summer, you don’t need to take such a serious tone. Instead, you can be more lighthearted and invoke imagery that relates to the beach, cookouts, and other things that people associate with Memorial Day weekend.

When planning your content calendar, think about how far in advance you want to start messaging your customers. If you sell items that customers will want in time for Memorial Day, make sure that you notify them with enough time for their items to be delivered by Memorial Day weekend.

If you are simply offering a discount on your spring items or other excess inventory, though, you can keep your Memorial Day email strategy to a relatively tight timeframe. Check out the sample content calendar below for inspiration on when to send to and to whom.

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Monday, May 20 - Memorial Day Sneak Peek

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Notify your customer base that you're going to be offering a discount on Memorial Day and give them a glimpse into the types of sales they can expect.

Include Exclude
  • VIPs
  • Newsletter subscribers
  • Unengaged subscribers
  • Non-US contacts

 

 

 

 

 

 

 

Thursday, May 23 - Memorial Day Early Access

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Give your VIP customers the opportunity to take advantage of your Memorial Day sale a day early. This is a great way to foster loyalty amongst your best customers as well as generate hype around the rest of the weekend.

Include Exclude
  • VIPs
  • Unengaged subscribers
  • Non-US contacts

 

 

 

 

 

 

Friday, May 24 - Memorial Day Kickoff

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This is the first day of your Memorial Day sale. Make sure you notify your audience!

Include Exclude
  • VIPs
  • Newsletter subscribers
  • Price-Conscious Shoppers
  • Window Shoppers
  • Unengaged subscribers
  • Non-US contacts

 

 

 

Saturday, May 25 - Memorial Day Reminder

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Send a reminder email to everyone who hasn't purchased yet. By this time, you may have some items that on are the verge of selling out - if so, be sure to highlight this in the email to create a sense of urgency.

Include Exclude
  • VIPs
  • Newsletter subscribers
  • Price-Conscious Shoppers
  • Window Shoppers
  • Unengaged subscribers
  • Non-US contacts
  • 2019 Memorial Day Purchasers

Sunday, May 26 - Memorial Day Reminder 2

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Make sure that you're top of mind for customers who haven't purchased yet. By sending again on Sunday, you ensure that you're making an appearance in your customers' crowded inboxes. Because segments are dynamic and update automatically, you don't have to worry about anyone who purchased on Saturday receiving the email.

Include Exclude
  • VIPs
  • Newsletter subscribers
  • Price-Conscious Shoppers
  • Window Shoppers
  • Unengaged subscribers
  • Non-US contacts
  • 2019 Memorial Day Purchasers

 

 

 

Monday, May 27 - Memorial Day Last Chance

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This will likely be the last day of your Memorial Day sale, so be sure to create a sense of urgency.

Include Exclude
  • VIPs
  • Newsletter subscribers
  • Price-Conscious Shoppers
  • Window Shoppers
  • Unengaged subscribers
  • Non-US contacts
  • 2019 Memorial Day Purchasers

 

 

Tuesday, May 28 - Memorial Day Extended Sale

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Extending the sale and potentially offering a higher discount to VIPs and people who expressed interest in your items, but didn't buy, is a great way to generate additional revenue.

Include Exclude
  • VIPs
  • Window Shoppers
  • Unengaged subscribers
  • Non-US contacts
  • 2019 Memorial Day Purchasers

Additional Resources

Want more Memorial Day tips? Check out our additional resources:

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