Are you staring at your July email calendar, wondering how to create compelling newsletters when everyone's either celebrating Independence Day or lounging on a beach?
(or both)
July is one of the trickiest months for email marketers.
You're competing with hundreds of promotions flooding inboxes on the 4th.
Half the world is on vacations, or hoping to.
Your open rates are hard to read as subscribers mentally check out for summer vacation, and the usual holiday playbook feels overdone.
You know there has to be a better way, a strategy that acknowledges summer's unique rhythm while still driving engagement.
The brands struggling in July are those treating it like any other month, ignoring vacation mindsets and piling onto oversaturated holiday moments.
This guide reveals how to transform July from a marketing dead zone into a month of standout campaigns. You'll discover fresh angles, learn which niche holidays to leverage for your brand, and understand exactly when to push promotions versus when to build goodwill through valuable content.
Let's turn July's challenges into an advantage, not a crutch.
Let's go 💪
Most important topics to cover in July (with examples)
July 4: Independence Day (US)
Independence Day is one of the biggest commercial holidays in the United States, ranking alongside Memorial Day and Labor Day for summer spending. Americans celebrate with barbecues, fireworks, beach trips, and of course, shopping.
The holiday blends patriotic sentiment with summer celebration energy, creating opportunities for both meaningful and festive campaigns.
Newsletter Idea: Freedom-Themed Newsletter
Develop newsletters featuring single products or themed bundles centered on the concept of freedom and independence, aligning with your products.
A meal kit company could offer "Freedom from Meal Planning" bundles, a productivity app might promote "Independence from Inbox Chaos," or a fitness brand could launch "Free Yourself" workout challenges.
The messaging connects Independence Day themes to customer pain points in creative ways that feel celebratory without being overly patriotic.
For example, Leesa’s Independece Day newsletter is centered around “freedom from hot nights”.
July 14: Bastille Day
Bastille Day commemorates the storming of the Bastille prison in 1789, marking a pivotal moment in the French Revolution. It's France's national holiday and represents liberty, equality, and fraternity.
For brands with French connections, international audiences, or simply those wanting to stand out during the mid-July lull, Bastille Day offers unique opportunities that most brands ignore.
Newsletter Idea: French-Inspired Collection Showcase
Curate a special collection of French-influenced products or create content celebrating French culture, cuisine, and style.
A beauty brand might highlight French skincare philosophy, a fashion retailer could showcase Parisian-inspired looks, or a food company might share classic French recipes.
Include educational content about Bastille Day's significance to add depth beyond surface-level French stereotypes. Partner with French creators or influencers if possible to ensure authenticity.
In this email from Dossier, the perfume brand explains the history of perfumery and its roots in Grasse, France, which is considered the perfume capital of the world.
Alternatively, you can use a “fete” angle–celebratory, just like this email from Ghia.
Want more ideas and inspiration like these? Check out our email swipe file with over 100 newsletter ideas you can use for your next campaign.
July 30: International Day of Friendship
International Day of Friendship celebrates the role that friendship plays in promoting peace and building bridges between communities. Recognized by the UN, it's a feel-good observance that encourages strengthening personal bonds and cross-cultural connections.
This under-leveraged holiday gives brands a chance to create heartwarming campaigns during the summer when inboxes are quieter.
Newsletter Idea: "Refer a Friend" Appreciation Campaign
Launch a special referral program for International Day of Friendship where both the referrer and their friend receive benefits.
It can be as simple as a “Give $15, Get $15” promo, for example. This is exactly what Laneige does in this email promoting their referral program.
Additionally, you can go beyond typical referral bonuses by making it genuinely about friendship—include shareable friend quizzes, nostalgic content about friendship traditions, or prompts for subscribers to send appreciation messages to friends.
Newsletter Idea: Friendship-Focused Product Pairings
Create "made for sharing" product bundles, two-for-one promotions, or gifts designed for friends.
Look to Ocean Bottle for how to go about bundle promotions.
A coffee brand might offer "coffee date" bundles, a bookstore could promote book club selections, or a beauty brand might create "spa day with friends" kits.
Include conversation starters, activity ideas, or playlists that enhance friend time. The key is framing products around shared experiences rather than individual consumption.
July 3: International Plastic Bag Free Day
International Plastic Bag Free Day raises awareness about the environmental impact of single-use plastic bags and encourages people to adopt reusable alternatives.
With billions of plastic bags polluting oceans and landfills annually, this day aligns with growing consumer concern about plastic waste.
Transparency builds trust, and customers appreciate brands that openly discuss environmental impact rather than making vague green claims.
For brands prioritizing sustainability or looking to differentiate through environmental messaging, this niche observance offers engagement opportunities without competing in the Independence Day chaos.
Newsletter Idea: Plastic-Free Challenge Launch
Kick off a week-long challenge encouraging subscribers to eliminate single-use plastics from their routines.
Each day, send an email with one specific, achievable tip—bring reusable bags shopping, switch to cloth produce bags, choose plastic-free packaging, or invest in reusable food storage. Include product recommendations (yours or others) that support plastic-free living.
Below is an email from LastObject, detailing day 21 to 25 of their Plastic-Free July Challenge. Each day comes with suggested changes to consumer habits that add to plastic waste.
Track participation through social media hashtags and celebrate wins. This positions your brand as an environmental ally while educating your audience.
Newsletter Idea : Packaging Transparency Report
Use this day to publish a detailed breakdown of your packaging choices, materials used, and plastic reduction efforts. Include specific data: percentage of recycled content, plastic eliminated year-over-year, or upcoming packaging innovations.
Be honest about challenges and areas still needing improvement. Feature comparison graphics showing your progress and invite subscriber feedback on packaging preferences.
Transparency builds trust, and customers appreciate brands that openly discuss environmental impact rather than making vague green claims.
Bloomscape is a brand that does Plastic Bag Free emails right. This particular email below is about their efforts to reduce plastic in their products and packaging.
Mid-July: Summer Vacation Season Peak
Mid-July represents peak summer vacation season when many families and professionals take time off, travel increases, and out-of-office replies dominate inboxes.
It’s an opportunity to meet subscribers where they are (mentally checked out and enjoying summer).
Newsletter Idea: Travel-Themed Content Series
Create vacation-relevant content regardless of your industry. A productivity app might share "Productive Travel Tips," a meal kit service could offer "Post-Vacation Meal Prep Made Easy," or a fashion brand might showcase "Vacation Capsule Wardrobes."
Cuup crafts an email sending their “warm regards” to travelers. They suggest outfits for the beach, the pool, and even a night out.
Include user-generated content from customers sharing vacation photos with your products.
The key is providing genuine value during vacation season rather than pushing hard sales when people aren't in buying mode.
Month-long July Celebrations
- National Minority Mental Health Awareness Month
- National Grilling Month
- National Ice Cream Month
- National Picnic Month
- National Watermelon Month
- National Blueberry Month
- National Anti-Boredom Month
- National Culinary Arts Month
- National Hemochromatosis Screening Awareness Month
- National Cell Phone Courtesy Month
- National Hot Dog Month
Week-long July Events
- First week: International Cherry Pit Spitting Week
- July 7-13: National Nude Recreation Week
- July 14-20: National Get Out of the Doghouse Week
- Second week: National Mosquito Control Awareness Week
- Third week: Captive Wildlife Awareness Week
- July 21-27: National Farm Safety and Health Week
Special Days in July
- July 1: Canada Day
- July 1: International Joke Day
- July 2: World UFO Day
- July 3: International Plastic Bag Free Day
- July 4: Independence Day (US)
- July 6: International Kissing Day
- July 7: World Chocolate Day
- July 8: National Video Game Day
- July 11: World Population Day
- July 12: Malala Day
- July 13: National French Fries Day
- July 14: Bastille Day
- July 15: World Emoji Day
- July 17: World Day for International Justice
- July 17: National Ice Cream Day (third Sunday)
- July 18: Nelson Mandela International Day
- July 20: National Moon Day
- July 21: National Junk Food Day
- July 22: Pi Approximation Day
- July 24: International Self-Care Day
- July 26: National Aunt and Uncle Day
- July 28: World Hepatitis Day
- July 29: International Tiger Day
- July 30: International Day of Friendship
- July 30: National Cheesecake Day
Step Up Your July Email Strategy with Panoramata
We hope this July newsletter guide gets your creative gears turning.
Ready to discover what top brands are planning for July—and access the competitive intelligence that transforms good email marketing into campaigns your subscribers actually open?
Sign up for Panoramata to search thousands of campaign examples across industries, and find the creative inspiration that makes your July newsletters irresistible.
FAQs
How many emails should I send during July without annoying vacationing subscribers?
Reduce frequency slightly during peak vacation weeks (mid-July) to respect that many subscribers are traveling or unplugged. Consider 1-2 emails per week instead of your usual 2-3, and focus on valuable content rather than aggressive promotions.
Should non-American brands participate in Independence Day marketing?
Only if you have a significant US customer base or want to reach American audiences specifically. For international brands, focus instead on Bastille Day (July 14) which has global appeal through French culture, or lean into universal summer themes that resonate across markets.
Are niche holidays like International Day of Friendship worth the effort?
Absolutely, especially when major holidays like Independence Day create inbox fatigue. Niche holidays have less competition and allow you to be more creative, opening opportunities to surprise your audience and show brand personality. The key is choosing niche holidays that align authentically with your brand values and audience interests rather than forcing participation in every niche celebration.
