Monthly Email Planner: May Edition [2025]

April gave us stress relief and springtime resets. Now May is calling, and it’s not leaving a voicemail.

From honoring everyday heroes to celebrating pop culture icons, this month brings it all. You’ve got heartfelt days like May Day, Mother’s Day, Memorial Day, and, yes, even the unofficial galaxy-wide celebration known as Star Wars Day.

So, as the pre-summer period approaches, this is your chance to add some funk and soul to your email marketing strategy.

In our May email marketing planner, we’ll cover key dates and share campaign ideas, real-life examples, and ready-to-use templates to help you connect with your audience all month long.

May Email Planner Overview: What to Send

Whether you’re planning feel-good messages or gearing up for the summer rush, May brings the perfect combo of fun and engagement.

Here’s what’s on the calendar this month:

• Mental Health Awareness Month: All month
• Pre-summer: All month
• May Day: May 1
• Star Wars Day: May 4
• Cinco de Mayo: May 5
• Teacher Appreciation Week: May 5-9
• Mother’s Day: Second Sunday in May
• Armed Forces Day: Third Saturday in May
• Memorial Day: Last Monday in May

Now, let’s see how to turn these dates into opportunities.

1. Mental Health Awareness Month

May is Mental Health Awareness Month, a time to check in, slow down, and prioritize well-being.

You don’t need to be a wellness brand to show support. Even a simple message or thoughtful product highlight can remind your audience to take care of themselves and that they’re not alone.

Let’s see how to do it below.

Email campaign: Build a campaign series that centers around self-care, resilience, and resources. Depending on your industry, you can approach this in different ways. Here are some ideas you can use:

• Wellness guides: Curate a selection of your products, services, or resources that support mental well-being.
• Check-in quiz: Let your audience reflect with a short, engaging quiz or mood tracker.
• Pro tips: Team up with a mental health professional to create a simple resource, like a Q&A, downloadable checklist, or short video.
• Give back initiative: Donate a portion of your May sales to a mental health nonprofit, and let your subscribers know how their support makes an impact.

When to send: Space your campaign throughout the month. Start with an awareness-focused email, follow up with product- or service-related content, and end with a recap or community highlight.

Subject lines: Keep them short and informative.

• Supporting The Mental Health Coalition. (Kenneth Cole)
• The essential mental health guide out today 📚 (Penguin Books)
• Help us expand access to mental health care (Chubbies)

Email copy: Avoid surface-level advice. Instead, speak to your audience with empathy, offering support, simple actions, or helpful resources. Use a conversational tone and avoid overwhelming lists or jargon.

Visuals: Soothing colors, such as pastel blue, and images or ambient GIFs work best here. Aim for a design that feels ‘breathable’ and is easy on the eyes.

CTAs:

• Start Your Self-Care Routine
• Open Your Wellness Toolbox
• Learn, Reflect, Support

Example: Jeni’s Ice Cream

Jeni’s May email marketing campaign for Mental Health Awareness Month is playful, purposeful, and kid-focused.

By teaming up with On Our Sleeves, Jeni’s uses their platform to highlight children’s mental health while tying the message to their product: a limited-time “Sunshine” flavor that supports the cause.

The copy is friendly and hopeful, with bright visuals like rainbows and sun icons that reflect the theme. The yellow background and clean layout also keep the focus on the story.

Lastly, calls to action like “Shop Sunshine” and “Learn more” are simple and direct, guiding readers to act without pressure.

Subject line: We’re working with On Our Sleeves for kids’ mental health

2. Pre-summer campaigns

Since May is the last stop before summer officially kicks off, it’s the perfect time to create your summer sales hype.

You can tease seasonal launches, drop summer collections, or promote limited-time offers that get your audience excited before the rush. Think of it as planting the seed before your full summer email strategy blooms.

Email campaign: Give your audience a reason to start thinking about summer with early access, sneak peeks, or helpful prep guides. Here are some campaign ideas to get started:

• Pre-summer preview: Reveal your new summer products or services before the season starts.
• Warm-weather picks: Share a curated list of fan favorites for sunny days ahead.
• Get ready guide: Offer tips or tools that help your customers get ready for summer, such as travel checklists, skincare routines, wardrobe refreshers, or backyard upgrades.

When to send: You can start sending pre-summer previews and guides at the beginning of the month. Then, follow up closer to Memorial Day with special discounts and early-bird deals.

Subject lines: Build anticipation with phrases like “Summer is almost here.” Also, add playful emojis to make your early summer email subject lines pop.

• SUMMER ’24 COLLECTION (Obey)
• Have Your Water-Ready Watch for Summer? (MVMT)
• Summer Approaches (American Giant)

Email copy: Keep it short, fun, and forward-looking. Your goal isn’t to launch summer but to get your audience excited for what’s next. Focus on benefits and make the transition from spring to summer feel smooth and natural.

Visuals: Use light colors and simple images that hint at summer, like open skies, waves, and beach scenes.

CTAs:

• Sneak a Peek
• Start Your Summer Prep
• Get the Look Early

Example: SHEIN

SHEIN’s pre-summer campaign makes one thing clear: Summer is on the way, and it’s time to get ready.

The header is bold and bright to set the pre-summer mood. Paired with the right visuals, beachy product shots, and warm sky-blue tones, the email feels like a vacation preview.

What makes it work is the way it positions summer as already in motion. From the headline to the copy, SHEIN takes advantage of the excitement of planning ahead.

The categories (“Get Beachy,” “City Explore,” “Enjoy the open air”) also offer bite-sized inspiration based on different summer lifestyles.

Overall, the design is clean and easy to scan, while the CTA (“Learn More”) pops without feeling pushy.

Subject line: Summer Sale👗🛒 Coming soon!

3. May Day

May 1 brings May Day, a celebration of spring and renewal. In many parts of the world, though, it is also International Workers’ Day, a public holiday that honors workers and their contributions.

Now, that’s your chance to create cheerful seasonal campaigns with messages of appreciation.

Whether you sell products, services, or content, this day will let you bring warmth into your subscribers’ inboxes and spotlight the people behind the scenes.

Email campaign: Celebrate May Day with a seasonal product drop, a flash deal, or a spring-themed freebie. At the same time, use the moment to show the people who make your business run. For instance, create a short behind-the-scenes feature or a thank-you message to your team.

When to send: Plan your campaign for May 1 to celebrate with your subscribers.

Subject lines:

• The May Edit | Monthly Bestsellers (GUESS)
• Mayday! Mayday! ⚠️ (Rogue + Wolf)
• Your May Perk is here… and it’s Aperol Spritz! (ASK Italian)

Email copy: Keep your tone light, warm, and friendly. May Day doesn’t have to be about a big sale but something meaningful.

Visuals: Use soft florals, nature-inspired textures, and warm pastels. A few illustrated or hand-drawn elements will add a nice touch without overwhelming the layout.

CTAs:

• Explore the New
• Send Some Joy
• Meet the Team

Example: Mejuri

Mejuri’s “Go Slow” May email marketing campaign is a great example of creativity and uniqueness.

Rather than launching a product push, they used the seasonal theme of growth and change. Then, they added soft visuals and a quote about flexibility and transition to encourage readers to take things slow. It’s simple, reflective, and beautifully timed for the start of a new month.

What makes it stand out, though, are the monthly horoscopes, which give the email a unique angle. The clean design and clear CTA (“See Horoscopes”) also make it easy to engage.

Subject line: May Horoscopes are here 💫

4. Star Wars Day

On May 4, the Force is strong with email marketing. And yes, having the high ground definitely helps.

Star Wars Day is the perfect chance to show your playful side and introduce your audience to the galaxy far, far away, especially with Disney and Lucasfilm keeping the franchise fresh and in the spotlight.

Whether you go all-in on the theme or just sprinkle in a few puns, this unofficial holiday will allow you to be fun, bold, and a little geeky.

Email campaign: Run a one-day-only “May the Fourth” sale with clever product names or bundle deals, such as “Jedi Starter Pack” or “Dark Side Essentials.” If you don’t sell fandom-related products, use space visuals and quotes along with your usual offers. You can also create a quiz-style campaign like “Which Star Wars Character Are You?” with product recs based on the results.

When to send: Deliver your email on May 4 in the morning for maximum effect.

Subject lines: Use playful Star Wars references, but keep the email clear about its subject. Fun and value win the inbox battle.

• May the 4th Be With You (Razer)
• Celebrate May the 4th with The Child (MeUndies)
• A Star Wars Day sale it is. (Target)

Email copy: Keep it light and clever, and add references fans will love. Don’t worry about being too serious because this is the day to unleash your inner Jedi or Sith.

Visuals: Dark space tones, stars, planets, and sci-fi-style graphics all work. Custom illustrations or playful GIFs can also help the theme shine without needing official Star Wars branding.

CTAs:

• Explore the Galaxy
• Claim Your Jedi Deal
• Use the Force

Example: MeUndies

MeUndies brought the Force (and the fun) with their Star Wars Day email, built entirely around their exclusive Darth Vader print.

The design is bold and on theme, using a glowing red color palette, dramatic lighting, and a “DESTINY CALLS” headline to give it a cinematic feel. Every section is clean and product-focused, with smooth transitions and plenty of white space.

The bright red CTAs are strategically placed under each featured item, making it easy to click without distraction.

Subject line: 💥May the 4th Be With You 💥New Darth Vader Print 💥

5. Cinco de Mayo

Cinco de Mayo falls on May 5 and marks the anniversary of the Battle of Puebla, where Mexico triumphed over French forces in 1862.

While it’s often celebrated with food, drinks, and parties, it’s also a moment to recognize Mexican culture.

For brands, it’s a chance to respectfully highlight flavors, community, or creativity and make the inbox feel like a celebration.

Email campaign: If your products tie into food, drinks, decor, or events, this is your moment. Offer festive bundles, themed promotions, or limited-edition items. Even if you’re not in the lifestyle space, you can still join. Just make sure your messages are culturally appropriate.

When to send: Launch your campaign on May 5. To keep the momentum going, follow up with a “last chance” or extended sale email on May 6.

Subject lines:

• Cinco de Mayo, here we come! (Julie Blanner)
• Celebrate Cinco De Mayo with us! 🥳 (CBD For Life)
• 40% Off Everything💃Happy Cinco De Mayo! (Fashion Nova)

Email copy: Keep it upbeat, festive, and clear. Acknowledge the holiday, but keep the tone light and celebratory, avoiding clichés. If you’re featuring food, drinks, or events, make them feel accessible and fun.

Visuals: To make your emails more visually appealing, use bright colors, like red and yellow, festive graphics, and product photography.

CTAs:

• Join the Fiesta
• Celebrate in Style
• Grab the Goods

Example: Teremana Tequila

Teremana kept their May email marketing campaign fun, engaging, and on theme with “Guac on the Rock.”

Here, it tied the campaign to Cinco de Mayo and Dwayne Johnson’s birthday, offering free guac (up to $10) with a Teremana cocktail.

What makes it work is how straightforward it is: a step-by-step visual layout, playful copy, and a simple incentive that gets people to engage.

The font and color combinations also match the vibe perfectly.

Subject line: Happy Cinco de Mayo!

6. Teacher Appreciation Week

They grade papers at midnight, remember everyone’s name, and somehow make learning fun.

Of course, we’re talking about teachers. And with Teacher Appreciation Week coming up, it’s the perfect time to show them some love.

From May 5 to May 9, take a moment to say thanks through thoughtful messages, a small gift, or just a reminder that their work matters.

Email campaign: Offer a special discount for teachers, highlight classroom-friendly products, or invite your audience to celebrate an educator in their life. Here are two ideas to use:

• Thank You, Teachers: Share a heartfelt message, discount, or small freebie to show appreciation.
• Classroom picks: Curate helpful, fun, or practical products for teachers (or anyone who works like one).

When to send: Kick off the campaign on May 5 and keep the momentum going with one or two follow-ups during TAW. However, don’t send it at the same time as your Cinco de Mayo campaign.

Subject lines:

• It’s Teacher Appreciation Week (Burt’s Bees)
• Celebrate Teacher Appreciation Day with BLK & Bold 📚 (BLK & Bold)
• 👋 Hey there – here’s something special for you (Home Chef)

Email copy: Speak from the heart, and if you can, share a story. A customer quote or a personal experience can make your message feel real. You don’t need to overdo it; just make it clear that you see them, value them, and want to give something back.

Visuals: Use warm tones, handwritten-style fonts, or chalkboard-inspired graphics. Photos of real teachers or classrooms (if you have them) can make it feel personal and authentic.

CTAs:

• Show Your Appreciation
• Nominate a Teacher
• Claim Your Thank-You

Example: John’s Crazy Socks

John’s Crazy Socks took a personal route with their May email marketing campaign for celebrating teachers, and it paid off.

The message opens with a story from the brand owner, reflecting on how his teachers impacted him, even years after graduation. It’s short, honest, and relatable, which makes the campaign feel less like a sales push and more like a thank-you card.

Visually, the email is bright and fun, with a colorful product layout and plenty of classroom-themed socks. The “Shop Teacher Appreciation Gifts” CTA is bold and easy to find, and the copy stays focused on gratitude throughout.

The use of email storytelling and gifting creates an emotional connection with the reader, making it easy to shop for a teacher they care about.

Subject line: John Thanks His Teachers

7. Mother’s Day

Speaking of teachers, some of the first ones we ever had were our moms.

Mother’s Day is celebrated on the second Sunday of May in the U.S., but the date might vary depending on where your audience lives.

No matter when it’s marked, the holiday is about recognizing the people who raised, taught, and cared for us in small and big ways.

In 2025, Mother’s Day is on May 11, whereas in 2026 and 2027, it’ll be on May 10 and May 9, respectively.

Email campaign: Share gift ideas, themed bundles, or heartfelt content that focuses on connection. Highlight all kinds of caregivers, like moms, grandmas, stepmoms, etc., and tailor gifts by vibe, like “The Plant Lover” or “The Homebody.” Don’t forget to offer a respectful opt-out email for those who’d prefer to skip Mother’s Day messages.

For more campaign ideas, check out our step-by-step Mother’s Day email marketing guide.

When to send: Start before May 11 to prepare your audience and give at least one reminder for last-minute shoppers.

Subject line tip: Use warm, heartfelt language and a personal touch. Emojis can help your Mother’s Day subject line stand out in a busy inbox.

• The Mother’s Day gift guide (Farfetch)
• Want to opt out of Mother’s Day emails? (Argos)
• Pamper Your Mum this Mother’s Day! (Natura Siberica)

Email copy: Include a short story, a quote from your team, or even a customer spotlight to make your email more personal. The goal is to make the reader think, “Yep, that sounds like her.”

Visuals: Images of natural light, real people, floral accents, handwritten notes, or kid art will add emotional weight to your email design. Pastel, pink, and blue are also great choices.

CTAs:

• Shop the Gift Guide
• Celebrate Mom
• Send a Little Love

Example: The Turmeric Co.

The Turmeric Co. delivered a warm and elegant May email marketing campaign for Mother’s Day, combining heartfelt email copy and visuals.

The pink and cream color palette is perfect for the occasion, while photos of real people (not just products) create an instant emotional connection. The copy is short but powerful, focused on strength, kindness, and appreciation for all mums and caregivers.

Lastly, discount codes are clearly displayed with thoughtful messaging, one for mum and one for gifting a subscription.

Subject line: Happy Mother’s Day to all mums 💛

For more examples, visit our Mother’s Day email examples guide.

8. Armed Forces Day

Armed Forces Day is a major U.S. holiday, much like Veterans Day, dedicated to honoring those actively serving in the military.

It takes place every year on the third Saturday of May, which means it falls on May 17 in 2025, May 16 in 2026, and May 15 in 2027.

This is a good opportunity to recognize the sacrifice, service, and dedication of military personnel across all branches.

Email campaign: Whether offering military discounts, spotlighting veteran-owned brands, or simply saying thank you, this is about appreciation, not promotion. For example, you can share a story, testimonial, or partnership with someone who serves or has served. Also, highlight donations, nonprofit partnerships, or causes that support active military members and their families.

When to send: Deliver your message on May 17 to align with the holiday weekend.

Subject lines:

• Our thank you for putting others first (Soylent)
• Land of the free. Home of the SAVE (up to 40%!) (Bed Bath & Beyond)
• A small thank you. (Huckberry)

Email copy: Keep the tone simple, respectful, and genuine. This is a time to offer something back, not sell. If you’re including an offer, use gratitude and explain how it supports service members.

Visuals: Use a clean, minimal design with subtle patriotic elements, like a flag, stars, or muted red, white, and blue.

CTAs:

• Learn More
• See How We Give Back
• Thank a Hero

Example: Home Chef

Home Chef’s May email marketing campaign features a beautiful thank-you message and a clear offer.

The design is minimal, using dog tags next to the product offered. The copy is direct and heartfelt, thanking active service members and offering 50% off their first box through ID.me verification.

The green accents also echo military tones without being heavy-handed, and the focus stays on gratitude and giving back.

Subject line: We’re celebrating Armed Forces Day!

9. Memorial Day

About a week after Armed Forces Day, we have Memorial Day.

Observed on the last Monday of May, it is a national day of remembrance in the U.S. to honor military personnel who gave their lives in service.

While many brands focus on big sales and holiday weekends, it’s important to honor the fallen and their contributions.

Memorial Day falls on May 26 in 2025, May 25 in 2026, and May 31 in 2027.

Email campaign: Make your Memorial Day messages thoughtful and low-pressure. You can share a short tribute, highlight a cause that supports veterans or military families, or simply say thank you. If you’re offering a promotion, keep it gentle and respectful, with a message that honors the meaning of the day first.

When to send: Plan your campaign for Memorial Day or the weekend leading up to it.

Subject lines:

• Our Memorial Day Sale Ends Today (Black Diamond)
• Last Chance Memorial Day Sale Additional 25% off (Bruno Magli)
• 5 Dishes For Your Memorial Day Cookout

Email copy tip: For Memorial Day, keep your email copy respectful and meaningful. Focus on reflection, whether you’re honoring, supporting, or simply saying thank you.

Visuals: Stick to neutral tones. A simple flag will create an impact without overwhelming the message.

CTAs:

• Learn More
• See How We Give Back
• Support the Cause

Example: American Giant

American Giant’s Memorial Day email marketing campaign is a great example of leading with heart instead of hype.

The message comes from the founder, Bayard Winthrop, and reads like a personal letter. He shares a moment with his daughter, reflects on what the flag means to him, and honors those who sacrificed their lives for the country. It’s thoughtful, honest, and personal.

Visually, the email uses a single image of a flag and plenty of space to let the words breathe. The military discount is included, but it’s secondary to the message of gratitude and remembrance.

This campaign works well because it doesn’t try to sell first. It connects, then gently invites.

Subject line: A Memorial Day message from our founder

More May Email Marketing Subject Lines

If crafting subject lines feels like pulling teeth, we’ve got you.

Below, you’ll find ideas for each key date, but if you want to really level up your email game, give Refine, our free subject line tester, a spin.

It’ll help you tweak tone, length, and structure to boost opens and clicks in no time.

May Email Marketing Templates

You’ve got the plan; now let’s bring it to life.

To make your May email campaigns easier to launch, we’ve put together some responsive newsletter templates for this month’s biggest events, from Star Wars Day and Mother’s Day to Memorial Day and Mental Health Awareness Month.

Sign up for a free Moosend account, pick your template, and start customizing.

Try for free

Mental health awareness campaign

This content-rich template is perfect for Mental Health Awareness Month. Its clean design and soothing visuals focus on mindfulness, balance, and well-being.

Whether you’re sharing blog posts, self-care tips, or stories from your community, this layout keeps things focused and digestible. It’s ideal for wellness brands, coaches, or any business wanting to offer value beyond promotions during May.

Mother’s Day newsletter template

This vibrant and product-forward May email marketing template is ideal for Mother’s Day and more.

With a warm intro, bold visuals, and clear product blocks, it easily showcases gift guides and curated collections.

It also works well for other gifting-focused holidays like Teacher Appreciation Week, Cinco de Mayo, or even Pre-summer sales, especially when promoting bundles, limited editions, or style picks.

Pre-summer sales newsletter design

With beach visuals, bold discounts, and easy-to-scan product grids, it’s perfect for teasing summer collections, seasonal sales, or vacation-ready drops.

You can also reuse this May email marketing template for Memorial Day weekend, May Day promotions, early June sneak peeks, or basically any time you want to bring in those summer vibes early.

May the Force Be with You All Month Long

You’ve got big dates, bold ideas, and ready-to-go templates, so now it’s time to set your May email marketing campaigns in motion.

Whether you’re celebrating moms, honoring heroes, or firing up that lightsaber for May the 4th, May will let you increase your revenue and build stronger relationships with your subscribers.

So don’t just send emails; create experiences and make your messages matter. As always, trust your instincts, stay on brand, and may the click-throughs be ever in your favor.

And if you need a quick template and a drag-and-drop editor to get started, Moosend is here to give you a hand. All you have to do is sign up for an account.