Veterans Day Email Examples with Heart: Real Campaigns That Work [2025]

Some holidays are made for selling. Veterans Day isn’t one of them.

For brands, this is an opportunity to recognize the people who’ve served and to show that you see them, not just as customers, but as individuals with stories and sacrifice.

When done right, a Veterans Day email can strengthen your brand’s values, build trust, and reach an audience that’s often overlooked in everyday marketing.

In this post, we’ll explore some of the best Veterans Day email examples that get it right. We’ll also share tips on how to create thoughtful campaigns that honor veterans, active-duty service members, and the families who stand beside them.

The Importance of Email Marketing for Veterans Day

Veterans Day, celebrated on November 11, is one of the most important federal holidays in the US. It honors the millions of people who’ve served and offers your brand a moment to show that you value more than just transactions.

So why include it in your email marketing?

With over 17 million veterans in the U.S., this day resonates with a significant portion of your audience, as well as the families and communities connected to them.

Unlike social media, which is easy to scroll past, or SMS, which limits your message, email provides the space to convey something meaningful and the format to make it memorable.

More than just a thank-you, email gives you the tools to tell real stories and support meaningful causes. For example, you can spotlight a veteran employee and raise funds to support their mental health. That kind of campaign is harder to execute on other channels, but email makes it easier.

The result is a marketing campaign that not only honors the day but also strengthens your brand’s values and trust with your audience.

Top Veterans Day Email Examples to Get Inspired

Veterans Day emails come in many forms, including appreciation messages, donation-driven campaigns, and exclusive offers for those who’ve served.

Below, we’ve gathered some great examples from brands that approached the holiday with creativity and purpose.

1. American Giant

American Giant honors Veterans Day with a heartfelt thank-you email and an increased military discount (25% off sitewide).

Subject line: Honoring Our Veterans

Why it works:

• Copy-wise, it focuses on appreciating veterans first, then highlights the special discount.
• The email design has a strong Americana feel, featuring a cabin, a flag, and earthy tones.
• Ties promotion to purpose with American-made products for those who served.
• The red CTA (“Shop Now”) stands out against the pastel background.

2. EM Cosmetics

While American Giant has a clear promotional offer with its thank-you note, this Veterans Day email example by EM Cosmetics leans fully into appreciation.

The difference in tone makes it feel more ceremonial, which is ideal for brands that want to show heart without centering on a sale.

Subject line: THANK YOU, VETERANS

Why it works:

• Uses minimal email design elements to focus on the message.
• The personal tone (“Dear Veterans”) creates a direct emotional connection with the target audience.
• The free shipping offer on top is subtle and doesn’t overshadow the message.
• Feels more like a letter than an ad, which suits the holiday tone.

3. Wendy’s

Wendy’s celebrates Veterans Day by offering a free breakfast combo to veterans and active-duty military.

Subject line: Thank you, veterans and active-duty members 👏

Why it works:

• It’s bold, with a prominent headline and product shot leading the message.
• The primary CTA (“Find My Location”) is easy to spot and actionable.
• Visuals of the breakfast combo immediately grab attention.
• Includes helpful legal info and secondary promo without distracting from the main message.

Further reading: Find more campaign tips in our restaurant email marketing guide.

4. Chubbies

Chubbies differs from the previous Veterans Day email examples, as it highlights the stories of their veteran employees.

The campaign features a Q&A with James Oroho, an Army veteran and store manager, alongside a campaign to support the nonprofit Headstrong through sales of their Americana collection.

Subject line: INTRODUCING

Why it works:

• Stands out by focusing on real people, rather than generic thank-you messages and offers.
• Builds an emotional connection through an employee story in Q&A format.
• Aligns message and action by donating 100% of net profits to a veterans’ mental health organization.
• The lifestyle imagery fits Chubbies’ tone and supports the storytelling.
• The call-to-action copy ties into the theme.

5. Death Wish Coffee Co.

Now, Death Wish Coffee Co. has launched a limited-edition mug inspired by the 1777 Battle of Saratoga, combining product storytelling with a charitable cause. For every mug sold, $7 goes to the Saratoga County Veterans Service Agency.

Subject line: A Revolutionary Mug

Why it works:

• While it focuses on the product, it still supports a meaningful cause.
• The message highlights the real impact on veteran communities.
• The bold, branded visuals align with the company’s edgy tone while remaining respectful.
• Urgency is built in with a limited inventory and an exclusive free gift for the first 400 orders.

6. Realtor.com

Realtor partnered with Veterans United Home Loans to launch a high-impact giveaway of $100,000 toward a new home for one U.S. veteran or service member. This is a great Veterans Day email campaign that focuses on giving back with no strings attached.

Subject line: Veterans! WIN $100,000 Towards a New Home!

Why it works:

• Has a powerful headline with a large prize amount that grabs attention instantly.
• The campaign is service-specific, directly recognizing veterans with a life-changing reward.
• The blue and red color palette reflects patriotism and trust.
• The CTA (“Enter Now”) is clear and benefits-driven.
• Secondary CTAs and app promo support long-term engagement beyond the giveaway.

Further reading: Learn how to plan an email giveaway in our dedicated post.

7. Under Armour

Under Armour’s Project Rock campaign introduces a dedicated Veterans Day collection. The gear is inspired by those who serve, and it’s meant to support the SHARE Initiative, which helps veterans through mental health programs.

Subject line: The new Project Rock Veterans Day Collection

Why it works:

• Promotes a new collection created specifically for Veterans Day, not just repurposed products.
• Makes veterans feel seen and valued through thoughtful design, clear messaging, and a mission-driven approach.
• Diverse visuals and an empowering tone align perfectly with the brand’s identity.
• The CTAs (“Shop Men” and “Shop Women”) are clear and product-specific.

8. Harry’s

On Veterans Day, Harry’s pledged to donate $5 from every sale of their Sage Truman handle to Stop Soldier Suicide. While other Veterans Day email examples lead with product or high-value giveaways, Harry’s centers everything around the mission.

Subject line: Support Veteran Mental Health

Why it works:

• The “You buy. We give.” headline is powerful enough to make a statement.
• The muted green color scheme feels fresh compared to the usual patriotic colors.
• Focus stays entirely on the cause, not the product benefits.
• Includes a section highlighting support for “Stop Soldier Suicide,” addressing the urgent need for mental health resources within the veteran community.
• Highlights their ongoing 1% donation model, showing their year-round commitment.

9. Soylent

Soylent’s Veterans Day email marketing campaign does more than thank veterans.

Subject line: All Veterans and Active Duty Military Save 15% on Soylent!

Why it works:

• Offers an ongoing 15% discount, not just a one-day promotion.
• Messaging is clear, respectful, and focused on gratitude.
• Combines Veterans Day with a broader cause (#SoylentForGood), showing their long-term impact through social proof.
• Uses Veterans Day-themed visuals along with an American flag.

How to Craft a Veterans Day Email

Now that we’ve analyzed some great examples to get you inspired, let’s see how to create your own Veterans Day email campaign.

Set the goal of your campaign

Before you start designing or writing copy, determine what your email is intended to achieve. The purpose will shape your message, tone, visuals, and timing.

Here are some email types you can choose from:

• Thank-you email: Show appreciation without any sales pitch to show your brand’s values.
• Exclusive promotion: Offer a special Veterans Day discount or perk. Make sure it’s clear, easy to redeem, and feels meaningful.
• Cause-focused campaign: Highlight a nonprofit you’re supporting, share a donation initiative, or involve your audience in giving back.
• Veteran spotlight: Share the story of a local veteran or someone on your team. This humanizes your brand and makes the message more personal.
• Giveaway: Offer a high-value reward, such as a gift card or product bundle, exclusively to veterans.
• Educational or awareness message: Share the significance of Veterans Day, highlight a veteran organization, or feature a meaningful partnership.
• Veterans Day event: Promote a virtual or in-person event celebrating this special day.

Ensure you select the ones that best align with your brand image, tone, and audience. Whatever you choose, your message needs to be clear and respectful throughout.

Write appropriate email copy

Your email copy is the heart of your Veterans Day message. It’s your chance to speak directly to veterans and their loved ones, and connect with them. That’s why every word should feel intentional.

Here’s a Veterans Day email example from Rothy’s. The brand begins with a simple “Thank You Veterans,” followed by a brief message that acknowledges their families as well. The tone is straightforward without promotional language or unnecessary fluff.

That’s precisely the approach to aim for. Write with gratitude in mind, keep the message focused, and if you’re including an offer or donation, make sure it supports rather than overshadows the sentiment.

Here are a few things to keep in mind when writing your Veterans Day email:

• Avoid aggressive sales language like “Don’t miss out” or “Act fast.”
• Don’t add playful puns that may feel out of place.
• Keep humor respectful if your brand is usually lighthearted.
• Ensure that any special offer supports the message, rather than distracting from it.

Lastly, avoid clichés or vague phrases like “Heroes live among us” unless they’re tied to something meaningful, such as a real veteran’s story, a donation, or a specific initiative your brand supports. Without that context, they can appear empty or performative.

Create your email design

Once your message is ready, it’s time to design around it.

You can start from scratch or save time by customizing a pre-made template. Many email platforms offer layouts you can tweak to match your brand’s voice.

For example, you can use the following Moosend template to create your Veterans Day email by simply adjusting the colors, swapping out the visuals, and updating the copy to fit your message.

Try it

Speaking of colors, your design can take two different approaches. You can lean into a patriotic style, meaning red, white, and blue with bold headlines and clean blocks, or you can keep things more subtle.

A muted palette featuring navy, cream, or olive tones, combined with simple fonts, will convey a message-first feel. Either way, prioritize readability and accessibility. Use clear fonts, ensure there’s enough spacing, and limit the number of colors you use.

Further reading: Here are some non-profit email templates you can easily customize for Veterans Day.

Choose Veterans Day-themed images

Your email won’t be complete without the right visuals. Like with your design, your imagery can follow a bold or subtle direction depending on your goal.

You can opt for something patriotic, featuring flags and cabins, or choose more subtle elements, such as stars or vintage textures.

Also, avoid using generic stock images that feel impersonal or staged. Instead, aim for photos that show the spirit of Veterans Day. If you have permission, feature real veterans, like Chubbies did, to create a more authentic message.

You can revisit our Veterans Day email examples above for inspiration while creating your own. Typically, a single hero image accompanied by minimal supporting visuals is sufficient.

Use compelling subject lines

While your subject line should reflect the respect Veterans Day deserves, that doesn’t mean it has to sound overly formal or stiff.

Stay true to your brand voice. If you’re usually warm and conversational, keep it that way. If you’re playful, you can still be light while staying respectful.

Avoid urgency or overly promotional language. This isn’t the time for “Ends tonight!” or “Last chance!” Instead, lead with value, such as a heartfelt thank you, followed by a special discount.

If you use emojis, stick with thoughtful touches like red, white, or blue hearts, stars, or flags that add personality without going overboard.

Here are some real Veterans Day subject line examples:

• Today, especially, we honor veterans.
• Happy Veteran’s Day [US flag]
• Thank You Veterans ❤️💙 Celebrate America Today
• Honoring Our Veterans With A FREE Dinner!
• Honoring our Nation’s Brave People
• As a thanks for your service🎖️25% OFF for Veterans IN-STORE!
• Our Dedication to Our Veterans
• Veterans + Military Save 15%!

Opt for vibrant CTAs

Your email call-to-action should stand out, and color plays a big part in that.

Red and blue are not only aligned with the Veterans Day theme, but they’re also high-contrast, eye-catching choices that draw attention without being too aggressive. Red, in particular, creates urgency and warmth when used thoughtfully, making it a strong option for buttons like “Learn More,” “Support Now,” or “Claim Your Offer.”

That said, don’t feel limited to only red and blue. The key is contrast. Select a CTA color that stands out against your email background while still aligning with your overall design.

Just ensure it’s easy to read, visually consistent, and not competing with other elements on the screen.

Further reading: Find more Veterans Day campaign tips in our November email planner.

Veterans Day and Email Segmentation

One of the most effective email marketing strategies for Veterans Day is to segment your audience, allowing you to personalize your message.

Suppose you know who on your list is a veteran, active-duty military personnel, or part of a military family. In that case, you can send a tailored message that speaks directly to their experience. Then, you can send a separate but still thoughtful campaign to the rest of your email list to honor the day together.

If you’re unsure about your subscribers’ details, consider using your newsletter signup process to collect this information. Alternatively, you can send an email a few months before Veterans Day, encouraging subscribers to update their preferences through your preference center.

For example, you can include a field like “Military Affiliation” with various options such as Veteran or Military Family Member. You can further personalize the experience by asking what branch they are affiliated with.

This approach not only helps you build stronger audience relationships but also enhances email performance through more relevant and personal messaging.

Create Veterans Day Emails That Convert

Veterans Day provides your brand with an opportunity to pause, reflect, and convey something meaningful. And with a well-crafted email, you can express gratitude and leave a lasting impact that exceeds the value of a one-day promo.

As we’ve seen, brands are already targeting Veterans Day with thank-you notes, exclusive offers, donation campaigns, and real veteran stories. The opportunity is there, and what you say can set your brand apart.

If you’re looking to build that kind of message, Moosend provides the flexibility to do so with an easy-to-use email builder, pre-made templates, and advanced segmentation. All you need to do is sign up for a free account.

FAQs

Here are some common questions about our topic.

1. What is Veterans Day?

Veterans Day is a federal holiday in the United States, observed every year on November 11. It honors all military veterans, like those who have served in the U.S. Armed Forces, whether during wartime or peacetime.

2. Are there other days to celebrate people who served?

In addition to Veterans Day, the U.S. observes Memorial Day (the last Monday of May) to honor fallen service members, and Armed Forces Day (the third Saturday in May) to recognize those currently serving.

3. Is it okay to say “Happy Veterans Day”?

It’s generally acceptable to say “Happy Veterans Day” as long as it’s said with sincerity and gratitude. Some prefer a more direct “Thank you for your service,” especially in one-on-one conversations or messages.

4. What’s the difference between Veterans Day and Memorial Day?

Veterans Day celebrates all U.S. military veterans, living or deceased, while Memorial Day specifically honors those who died in military service. Veterans Day is about appreciation. Memorial Day is about remembrance.

5. What is respectful to say on Veterans Day?

A respectful message might include phrases like “Thank you for your service,” “We appreciate your sacrifice,” or “Honoring those who served.” In brand communications, maintain a sincere tone and avoid overly promotional language.