7 Best Mental Health Day Email Campaigns For 2024

We live in a burnout culture. According to recent stats, half of the world’s population will experience a mental health condition in their lives, making destigmatization and awareness vital.

Consumers care more and more about mental health and that’s why they choose brands that prioritize social responsibility and sustainability. Creating Mental Health Day email campaigns can be a good starting point for a bigger well-being strategy.

Kick off or enhance your mental health initiatives providing helpful resources to support customers and prospects with a related email on World Mental Health Day (October 10). Explore seven examples from top brands and learn how to build campaigns that spread hope.

Mental Health Campaign Benefits for Brands

Here are the benefits of adding thoughtful email marketing campaigns for World Mental Health Day or during Mental Health Awareness Month in your email marketing calendar:

• Brand awareness: Show your brand values and mental health initiatives to attract like-minded consumers interested in your products or services.
• Social responsibility: Describe causes you’re passionate about and how you contribute to mental health care and advocacy.
• Consumer trust: Make customers and prospects feel secure with your brand by putting mental health support and similar initiatives as a priority.
• Customer engagement: Share valuable content regularly to grab your audience’s attention and keep them satisfied.

7 Unique Mental Health Day Email Campaign Examples

Let’s explore some beautiful email campaign examples about mental health to inspire you for this special day. Most of them come from wellbeing and self-care businesses that master those sensitive topics.

1. Headspace’s Webinar Invitation Email

Subject line: Join us live for World Mental Health Day 🌎 🧡

Headspace is a well-known mindfulness and sleep app, helping users to improve their mental and physical health. They planned an online live session to celebrate World Mental Health Day, inviting users to meditate together.

Overall, webinars and online events are great options, and apart from educating or pleasing your audience, they also help with lead generation and customer engagement.

Why it works:

• The subject line is creative and reflects the content of the email.
• They included all the essential event information needed for users to join.
• The CTA button stands out from the rest of text, written in actionable language.

2. SERUMIZE’s Special Discount Email

Subject line: 🌟 World Mental Health Day: A Comprehensive Guide to Wellness!

SERUMIZE created a generous, limited-time discount for World Mental Health Day, including a comprehensive guide with self-care tips.

If your products are a perfect addition to people’s selfcare routines, consider sharing an incentive to show them that you truly care. In this case, the discount is a great motivator.

Why it works:

• They gave their ROI a boost via a discount code and showed customers they care.
• The offer lies at the top of the email to help readers spot it faster.
• It provides subscribers with wellbeing tips, easy-to-follow daily.

Ready to create your Mental Health Day email campaign? Customize this email template as needed, and create a Moosend account to send it to subscribers. You can also request a 30-day trial to experiment with the platform for free.

Use this template

3. Google’s Digital Wellbeing Email

Subject line: Give your Digital Wellbeing a boost

Even though this is not a dedicated campaign for Mental Health Day, Google created a lovely email describing the features that enhance wellbeing to improve their consumer’s daily life.

Talking about mental health is always valuable if done properly. Especially if your product or service is relevant.

Why it works:

• The head and subtitles are cleverly written, made to trigger certain emotions.
• Each feature is followed by its benefits to incentivize users to claim them.
• They added the CTA button at a prominent place at the top.

4. Penguin Books’ Mental Health Essentials Campaign

Subject line: The essential mental health guide out today 📚

As part of their newsletter, Penguin Books portrayed a popular therapy-related book by Alain de Botton. Plus, they added a few more suggestions and resources to honor this special day.

You don’t need to own a bookstore or publishing business to make such recommendations. Gather helpful articles or books from trustworthy sources to help readers find what they wish for.

Why it works:

• The word “now” in the CTA buttons creates a sense of urgency.
• It provides popular book suggestions written by mental health professionals.
• The subject line creates the right expectations for the readers.

5. MasterClass’ Mental Health Awareness Month Email

Subject line: 4 ways to elevate your mental health

MasterClass decided to send a campaign during Mental Health Awareness month, with courses that help subscribers grow in this area.

If you plan to share resources with your audience, make sure to cover different mental health areas for different needs. You can also try email segmentation for more tailored experiences.

Why it works:

• The subject line is straightforward and leaves no room for second-guessing.
• The email copywriting emphasizes the benefits of each course.
• The images of the instructors add more authority to the emails.

6. AllTrails’ Special Offer Campaign

Subject line: We’re partnering with Calm to bridge nature and mental health 🧘🏽‍️

AllTrails announced a special partnership for their customers by offering a 3-month free subscription to Calm, a sleep and meditation app.

Mental Health Day can be the initiator for amazing affiliate partnerships like this one, which can benefit your customers and your business going forward.

Why it works:

• The subject line works as an announcement to attract people with similar interests.
• It includes all the mental health benefits of spending time in nature.
• They added trails and outdoor activities based on the reader’s location.

7. Keeps’ Mental Health Guide Campaign

Subject line: Let’s talk about men’s mental health

Keeps is a hair loss treatment brand and shared a mental health guide dedicated to men during Mental Health Awareness Month.

Would you consider creating different content based on your target audience’s specific needs? It’s a great idea if you want to increase your email impact and performance.

Why it works:

• It has a powerful intro with an alarming statistic about men’s mental health.
• It includes a special note from a psychiatrist to encourage people to seek help if needed.
• They created a quick guide with easy-to-follow wellbeing tips.

Tips For Mental Health Day Email Campaigns That Make an Impact

Let’s see a few practices to create thoughtful campaigns around this topic:

Show empathy

When sending campaigns with mental health content, make readers feel that you have a genuine interest in this topic to build trust. Write your copy in a compassionate tone to grab their attention and avoid sounding toxic positive, as this might have adverse effects. Instead, focus on concepts, such as resilience and selfcare, everyone can identify with.

Overall, talking about mental health is sensitive, so it’s best to double-check your copy with your teammates to ensure that everything is spot on.

Offer educational content

As shown in the examples above, many businesses share articles and guides to help subscribers boost their wellbeing. You can also experiment with other content types based on your target audience. For instance, young people are more likely to listen to a podcast or watch a video, while people over 40 would love a book recommendation.

Keep in mind that experts’ advice and tips can add more value to your content. So do statistics from credible resources like WHO or high-ranking universities.

Share powerful stories

While expert knowledge is key about mental and physical health concerns, listening to personal stories is equally powerful. It’s a form of social proof, showing to those who suffer that they’re not alone.

Plus, many brands have launched phenomenal campaigns over the years to raise awareness on this matter. Some of them show real people describing their own experiences, while others are scripted, yet masterful. This campaign by Norwich City Football Club grabbed everyone’s attention when first launched:

Don’t tell, show your values

Sometimes people feel upset or triggered when someone offers mental health advice to them unexpectedly in a rather patronizing way. So instead of lecturing them, show what you really do to lead by example.

It’s good to remember the distinction between performative and proactive actions, as your readers will be ready to tell the difference if something feels flaky. So, share evidence of your mental health programs if possible.

Mind Your Customers’ Minds with Compassionate Campaigns

Creating email marketing campaigns on International Days like this can be truly impactful for your audience. They make them feel part of a caring community that stands up for important matters. Plus, it can make people with mental health conditions feel seen and accepted.

Follow the examples and tips above and prepare similar campaigns for Mental Health Day. And remember being empathetic is key. Not just in emails, but in life, too.

Ready to share your first mental health-related campaigns? Sign up for a Moosend account today or request a free trial to experiment with our features.