Thought Leadership

Calendar | 5 MIN READ

Customer-Centric Monthly Marketing Calendar: May 2019

By Mike Lapena
Mike Lapena, Account Manager, Client Services

From Mother’s Day to Memorial Day, the Month of May brings plenty of opportunities for marketers to engage with audiences in captivating and playful ways. As the saying goes - ‘April showers bring May Flowers,’ but May also brings lots of sunshine as we are well into the Spring season. Use this opportunity to continue the momentum built during early Spring in April and drive the point all the way through May, into Memorial Day - the unofficial launch to the Summer season.


Early May


Spring is in the air. And with the season comes plenty of opportunities to engage with your audience all month long.


Bonobos | Subject Line: Not for wallflowers.

J.Crew | Subject Line: Yay, May: Extra 30% off spring sale styles starts now

Throughout May

Graduation Season


Graduations are a special occasion for graduates as well as their families – a time to celebrate one of life’s great achievements. Graduates are frequently gifted personalized, thoughtful items that oftentimes become keepsakes. Hamilton did a nice job, with their content and copy, emphasizing rewarding such a special accomplishment.


Hamilton | Subject Line: Still Looking for Graduation Gifts?

Throughout May

Wedding Season


As June is usually the peak time for wedding season, marketers can use the month of May to reach customers and ensure they have covered all their bases well before the big day. The Knot Shop content almost reads as if they are asking ‘Did you remember?’ by profiling everything from wedding favors to décor to personalized wedding-party gifts.

The Knot | Subject Line: Wedding Day Essentials | Up To 50% Off Reception, Decor & Favors

May 5th

Cinco de Mayo


Contrary to what many believe, Cinco de Mayo (Spanish for Fifth of May) is not Mexican Independence Day. Cinco de Mayo honors Mexico’s victory in the Battle of Puebla against the French. Treat Cinco de Mayo as a fun way to celebrate the rich and vibrant culture of Mexican-Americans but be careful not to be offensive or culturally insensitive. Stay clear from references to tacos, tequila, sombreros, etc. And by no means should the phrase ‘Cinco de Drinko’ be in your copy. 

May 12th

Mother’s Day


I’m a fan of any day that allows me to celebrate my own mother and the general population agrees; reports indicate that nearly 86% of Americans celebrate Mother’s Day. Marketers have caught on to the importance of the holiday and have curated advertisements that use very clever language and phrases. Some of my favorites include Alex and Ani with ‘It’s her day’, Teleflora with ‘Show mom she’s a queen’, and ‘Make every day Mom’s day’ from Apple.


Alex and Ani | Because she deserves it…

Teleflora | Subject Line: She's Your Everything: 25% Off

Apple | Subject Line: Celebrate Mom with Apple gifts.


May 27th

Memorial Day


Although Memorial Day is a time to pay tribute to those we’ve lost while serving the country’s armed forces, Memorial Day has also become synonymous with kicking off the summer season – think of beach outings and BBQ’s. It has also become one of the biggest 3-day shopping weekends. Highlight patriotism in your advertising by adding splashes of red, white and blue. Bonus points for incorporating the flag, as Lauren James has previously done.


Lauren James | Subject Line: Get Your Flag Swag!

Sam's Club | Subject Line: Running late to your own BBQ? We got you

Into the Summer

Into the Summer


As we get into the latter half of May, temperatures across the nation begin to rise and consumers are starting to finalize their summer plans, activities and the wardrobe to accompany them.  Nordstrom, Paper Source, and Goal Zero are all good examples of how to effectively market products as consumers gear up for the upcoming summer season.


Goal Zero | Subject Line: Sale Ends Tomorrow! Up to 30% Off Power, Solar, Lights

Paper Source | Subject Line: Hello, Summer! 100s Of New Arrivals.

Nordstrom | Subject Line: New summer dresses from top brands

Mike Lapena, Account Manager, Client Services

Mike Lapena

Mike is an Account Manager and joined Yes Marketing in June 2016. With over ten years’ experience in client engagement and service - Mike enjoys providing guidance and support to help strengthen client relationships and assist with developing solutions to help them achieve their digital marketing goals. Based out of the NYC office, Mike enjoys traveling, outdoor activities, and listening to music of all genres. Mike holds a Bachelor’s degree in Communication from San Diego State University.