I recieved 2 Memorial Day email blasts with very different messaging and brand positioning. While Lowes chose to focus on their sales event, Home Depot chose to focus their email on the veterans and current service men and women that the day honors.

Sure, Home Depot, like most retailers, sent out an email blast to promote their Memorial Day sales and to keep their brand top of mind. But, the foremost message is to tell the story of how they support veterans and the meaning of Memorial Day, and that’s a win for the brand. I think Lowes missed the mark on this one.