Happy Mother’s Day Email Campaign Ideas You Will Adore

Mother’s Day is just around the corner –– in most of Europe and the USA, it is celebrated on the second Sunday of May. This year, it falls on May 8th. This holiday is meant to honor our brave and hardworking mothers and celebrate maternal bonds of all shapes. For marketers, it’s a chance to drive their sales by helping the prospects to choose gifts for their mothers and important mother figures.

In this article, we’ll provide you with the most relevant information on launching an effective Mother’s Day email marketing campaign. We’ve compiled a list of tips on writing a catchy holiday email, and collected the best examples to get inspired from.

The importance of Mother’s Day emails

Mother’s Day may not seem to be as big an occasion as Christmas or Thanksgiving –– that’s why many email marketers ignore it. That’s a mistake: according to NRF’s investigation, in 2021 83% of people in the USA celebrated this holiday:

Mother’s day spending statistics
Source: NRF

As we see, last year the total spending for this holiday was expected to be about $28.09 billion. Looks impressive, doesn’t it? So preparing some marketing activities for Mother’s Day would be a wise decision for everyone, who works for e-commerce. Help your customers to choose gifts for their mothers and guide them through your products –– email marketing is a great tool for that.

Let’s see what gifts for Mother’s Day were the most popular in 2021:

Mother’s day purchasing and celebration plans stats
Source: NRF

If you deal with clothing, jewelry, electronics, housewares, and flowers, Mother’s Day is your chance to significantly increase sales. Even if you specialize in other areas, there’s still something left to the imagination. Stats say that on this day lots of people give presents not only to their mothers, but to their wives, daughters, grandmothers, and friends –– everyone who experienced the joy of motherhood:

Mother’s day gifts stats
Source: NRF

If you have no sharp ideas about what to offer, here come gift cards! It is also a popular option, so it is worth adding such an opportunity if your business still doesn’t have any.

Mother’s Day email marketing ideas and best practices

Let’s see how to make the most of your holiday email marketing campaign. In this chapter, we’ll observe the most effective and unconventional ideas for your Mother’s Day emails.

Sharing personal stories

Storytelling is an underestimated way to make more “human” content and show the readers that there are real people behind your brand. They all have their fears, desires, and challenges similar to yours. When it comes to Mother’s Day newsletter, you can share some family traditions, recipes, or photos –– anything that correlates with your brand and allows you to feature your products.

Mother’s day email example by Clinique
Clinique shows the prospects which products the mothers of team members prefer. Source: Sendpulse

Creating a sense of urgency

Showing that your offer is limited in time will help the customers make quicker decisions. Add a countdown timer to your templates, use a temporary promo code, or simply say it in the email body –– it depends on you.

Mother’s day email example by Miadonna
Miadonna gently reminds late shoppers about the upcoming holiday and offers expedited shipping for those who haven’t bought a gift yet. A great balance of a sense of urgency and an empathetic tone. Source: Klaviyo

Present a full set as a gift

Offer a set of your products as a Mother’s Day gift. You’ll save the customers’ time, and, in case you give a discount for the whole set, money.

Mother’s day email example by Native
Native offers the set of its three best-selling spring scents as a great gift for Mother’s Day. The promotion “refer a friend, get a gift” makes an offer even more attractive. Source: MailCharts

Offering discounts and special deals

Help the audience to make a gift decision by starting a promotional campaign on all your products or some particular categories. It can be a discount, free gifts on orders, free shipping – whatever. When sending this type of email, remember that your goal is to highlight the possible benefits and add a clear CTA.

Mother’s day email example by Shapermint
Shapermint has made a generous offer for Mother’s Day: up to 70% off on all the items, an extra $5 off on any purchase with a time-limited (remember about a sense of urgency?) code, and free shipping. Looks really impressive! Source: MailCharts


Invite the prospects to participate in a festive contest. It will help to increase engagement rates and entice the customers to visit your website. Make sure you’ve clearly explained the rules, and that the prize is attractive enough to battle for it.

Mother’s day email example by SweepSouth
SweepSouth offers the readers an opportunity to win gifts for Mother’s Day. Unfortunately, we don’t see the rules in the email –– to read the explanation you’ll have to visit a website. Try to avoid situations like this and give a clear picture of what’s required from participants. Source: Chamaileon

Offering a piece of gift-giving advice

Moms are always too nice to tell what presents they want. So, very often your recipients have to figure it out by themselves. Your task is to help them in this challenging task –– pick the most appropriate products from your assortment that would make a good present.

You can offer individual items, or highlight the most suitable product categories in your templates, just like John Lewis did in their Mother’s Day campaign:

Mother’s day email example by John Lewis
Source: Really Good Emails

Combine presents for mothers and charity

Mother’s Day is a good occasion to be kind and help those in need. In the example below, St.Baldrick’s Foundation offers to send your mom an ecard –– all purchases will be donated to help kids with cancer and heart diseases. It allows your audience to participate in making a positive impact while celebrating Mother’s Day.

Mother’s day email example by St.Baldrick’s Foundation
Source: Really Good Emails

Make it easy to find presents on a budget

Everyone wants to make mom happy, but not everyone has enough money at their disposal. You can help them to choose a perfect present for their mothers, creating a guide where gifts are categorized by budget.

Mother’s day email example by Kate Spade
This email from Kate Spade gives the recipient the immediate option to shop for gifts within a certain price range. If the subscribers see that the products are affordable, they are more likely to become interested and visit your website. Source: Suzie Morgan on Pinterest

Use a catchy call-to-action

CTAs like “Shop now”, “Read more”, and “Choose a gift” usually work well, but sometimes it’s great to choose something more enticing and nontrivial. Create a call-to-action that immediately grabs the attention and has a certain holiday atmosphere of love and coziness.

Mother’s day email example by UncommonGoods
Here’s an uncommon gift guide by UncommonGoods. They divided moms into several categories and offered a selection of presents for each. Clever CTAs coax the subscribers to visit the website to see what it can offer especially for their mothers. Source: Danielle on Pinterest

Choose powerful images

Real photos of real mothers sometimes boost sales even better than perfectly designed illustrations. They create that special cozy family atmosphere, and, at the same time, humanize your brand. Sending out such emails strengthens the connections with your audience.

See how Everlane applied this method and created a cute collage with their employees’ mothers:

Mother’s day email example by Everlane
Source: Really Good Emails

Give an option to avoid Mother’s Day emails

The subject of this holiday can be really sensitive for a part of your audience. If you don’t want to hurt their feelings (and lose a considerable amount of your email list), allow them to update the subscriptions preferences and not receive Mother’s Day newsletter. It shows that you care about your audience and makes them more loyal to the brand.

Look how gently Waitrose & Partners demonstrated their concern about customers:

Mother’s Day email design by Waitrose & Partners
Source: Really Good Emails

Top Mother’s Day email subject lines to use in your campaign

When planning a subject line for your Mother’s Day campaign, use our quick tips:

  1. Keep the subject line short (no more than 50 characters).
  2. Add personalization: use the subscriber’s name in the subject line and make unique offers based on readers’ experiences and preferences.
  3. Emojis will help to spice up your subject line and highlight it in a cluttered inbox, but be careful not to overdo it.

Here are some helpful ideas for your punchy Mother’s Day subject lines:

Expressing love and gratitude

  • Mom Will Love This
  • Happy Hour for Moms
  • Moms Are Made to Be Loved
  • Mother’s Day Treat – She Deserves It
  • The Secret Art of Making Moms Happy

Making gifts for mothers

  • The Perfect Mother’s Day Gift
  • Free Shipping for Mother’s Day Gifts
  • For you, Mom, and the whole family!
  • Moms like surprises – and so do we!
  • The Best Mother’s Day Treat

Empowering moms

  • Super Gifts for Super Moms
  • Moms Run the World
  • Gifts for the Neighborhood Rockstar | Mother’s Day Special
  • Amazing Deals for Amazing Moms
  • Don’t Worry – Mom’s Got This

For last-minute shoppers

  • Last Chance to Get the Perfect Mother’s Day Gift!
  • Save it for Mom – Order Now and We’ll Deliver Today
  • Don’t Wait Until the Last Minute → Buy Mom a Gift Now
  • Today’s Mother’s Day Discount is Almost Gone
  • Don’t Forget Mom! Get Her a Special Gift Before It’s Too Late!

With emojis

  • Just for Moms ?
  • One ? is Worth a Thousand ?
  • The Mom Pack – For the Coolest Moms ?
  • Give Mom a ? and show her ? with these amazing ? ? ? ? ?
  • ✨ Remember to Send Mom Your Love ✨

Amazing Mother’s Day email examples you must see

We’ve collected a couple more noteworthy an beautiful Mother’s Day email examples and templates for your marketing inspiration.

Kate Spade

Mother’s day email campaign example by Kate Spade
Source: Anna Wilson Schnitzler on Pinterest

What we liked about it:

A wonderfully performed guide by Kate Spade helps to get rid of the problem of making a gift choice. They highlighted several purposes their bags are suitable for and offered the most appropriate ones for every category. Such an approach saves the subscribers’ time and entices them to visit the company’s website to see more.


Mother’s day email example by Sage
Source: MailCharts

What we liked about it:

What we love about this campaign is its simplicity, focusing the email on one clear purpose: to shop for Mother’s Day gifts. The structure of the email is also worth your attention. It is user-friendly, with a minimum of text –– just highlighting key categories of Mother’s Day presents.


Mother’s day email example by Allset
Source: Really Good Emails

What we liked about it:

Allset created a ready-made guide on spending Mother’s Day using their products. A very cozy, warm, and beautiful email, with unobtrusive advertising and the absence of endless “buy now”, “go shopping”. Sometimes such a delicate approach works even better.

The bottom line

Mother’s Day is frequently ignored by email marketers as many of them consider it a minor occasion if compared to Christmas, for example. That’s a huge mistake: stats say that approximately 83% of people in the USA love and celebrate it. So, this year try sending out a promotion campaign and you’ll definitely see the results!

To make your Mother’s Day email campaign even more effective and create newsletters that stand out in subscribers’ inboxes, use quick tips from our article:

  • Share personal stories –– show the readers that there are real people behind your brand, use some family-related content: share your family traditions, recipes, etc.
  • Create a sense of urgency –– make your promotional offers limited in time to help the prospects make quicker decisions.
  • Present a full set as a gift –– it will save the subscribers’ time and, in case you give a discount for the whole set, money.
  • Add some gamification enticing readers to visit your website.
  • Offer a piece of gift-giving advice — create guides, checklists, and other materials to help the prospects pick the most appropriate products from your assortment.
  • Combine presents for mothers and charity –– donate a part of the revenue to non-profit organizations.
  • Make it easy to find presents on a budget –– if a person is limited in money, it doesn’t mean they can’t choose a gift for their mothers. Help them and create a guide where gifts are categorized by budget.
  • Use a catchy call-to-action and a punchy subject line to immediately win the attention of customers.
  • Choose powerful images –– real photos of real mothers sometimes boost sales even better than perfectly designed illustrations.
  • Give an option to avoid Mother’s Day emails –– for many people, the subject of the holiday can be sensitive, so allow them to update their subscriptions preferences and not receive Mother’s Day newsletter.

Hope these recommendations help you create a Mother’s Day email that works. Happy holidays!