Mother’s Day may not seem as big an occasion as Christmas or Thanksgiving –– that’s why many email marketers refrain from sending Mother’s Day emails. That’s a mistake: according to National Retail Federation,, 84% of Americans celebrated Mother’s Day in 2022:
The popularity of the holiday is not steadily growing — but it’s not as important to us. Let’s look at NRF’s spending statistics:
As you can see, Mother’s Day per person expenses have been steadily growing since 2018, and reached a record $245 in 2022, with a total spending of $31.7 billion. Looks impressive, doesn’t it? So sending emails for Mother’s Day would be a wise decision for everyone who works for e-commerce. Help your customers choose gifts for their mothers and guide them through your products –– email marketing is a great tool for that.
What gifts for Mother’s Day were the most popular in 2022?
When it comes to Mother’s Day gifts, the trends haven’t changed a lot since 2020. Aside from gift cards, outings, and greeting cards, the most popular spending categories include flowers, clothing, and jewelry. If you sell one of these, Mother’s Day is your chance to significantly increase sales. But even if you don’t, you still can profit from Mother’s Day emails. For example, 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:
And if you have no sharp ideas about what to offer, 52% of Americans planned to purchase gift cards for Mother’s Day.A little more than half can be considered popular — don’t hesitate and use the opportunity.
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 and practices to use infor your Mother’s Day emails.
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. Customers will be happy to see a more genuine email in their inboxes cluttered with “50% discount expires now” messages. 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.
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. This tip also works great for subject lines — setting a deadline will make your email more noticeable in customers’ inboxes.
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. Such sets can also act as sample boxes which is great for a first touch with your brand and may lead to gaining a new customer.
What if you’re just a retailer who sells different products from different brands? Offer gift bundles! Take a look at this email from Gourmet Basket. In their Mother’s Day campaign, the brand offered several gift sets with indulgent treats and drinks for every taste.
Help the audience choose a gift by starting a promotional campaign on all your products or some particular categories. It can be a discount, free gifts on orders, free shipping, you name it. If you consider sending an email like this, don’t forget to add a clear CTA and highlight the benefits of your offer.
Invite the prospects to participate in a festive contest. It will help you to increase engagement rates and entice the customers to visit your website. Before sending an email, make sure you’ve clearly explained the rules, and that the prize is attractive enough to battle for it.
Moms are always too nice to tell what presents they want. So, very often your recipients have to figure it out by themselves. Your goal 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 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.
Everyone wants to make their moms happy but not everyone has enough disposable money. You can help them by creating a guide with gifts categorized by budget.
Look at this Mother’s Day email from Najo. They created several gift guides, including the guide for those on a budget — and they put the latter on top of the email so customers can easily find how to save money but still buy a great present.
CTAs like “Shop now”, “Read more”, and “Choose a gift” usually work well, but sometimes it’s great to choose something more enticing and non-trivial. Create a call-to-action that immediately grabs the attention and creates a cozy holiday atmosphere.
Real photos of real mothers sometimes boost sales even better than perfectly designed illustrations. They create that cozy family atmosphere, and, at the same time, humanize your brand. Such emails strengthen the relationship with your audience.
See how Everlane applied this method and created a cute collage with their employees’ mothers:
This time of year can be sensitive to some of your subscribers. If you don’t want to hurt their feelings and increase your unsubscribe rate, allow them to update the subscriptions preferences and not receive Mother’s Day newsletters. It shows that you care about your audience and makes them more loyal to the brand.
You don’t have to write a short novel of an email — gently expressing the concern and giving a link is enough for a nice example of good email etiquette. Here’s an awesome example from Daily Blooms:
When planning a subject line for your Mother’s Day campaign, use our quick tips:
Here are some helpful ideas for your punchy Mother’s Day subject lines that will draw attention in the inbox:
Expressing love and gratitude
Making gifts for mothers
Empowering moms
For last-minute shoppers
With emojis
We’ve collected a couple more noteworthy and beautiful Mother’s Day email examples and templates for your marketing inspiration.
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.
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.
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 no endless “buy now”, “go shopping” CTAs. Sometimes such a delicate approach works even better.
What we liked about it:
A sleek, non-overloading layout, creative CTAs, and a vast array of gift options including quality time and experiences — it’s a textbook Mother’s Day email campaign for health and wellness brands. We also can’t help but appreciate an empowering message behind the campaign. Moms care for others all the time — why not let them take care of themselves at least this day so they can replenish their physical and mental resources?
What we liked about it:
It’s another awesome example of a Mother’s Day gift guide email. We appreciate the variety of options, a subtle yet effective introduction of limited edition products, and a copy that includes all the motherly figures. Also, we like that the brand added an opting out option — it shows that the company cares about their customers’ feelings.
What we liked about it:
Mother’s Day emails don’t have to be aggressively promotional — this email by Frank & Eileen is a great example of that. Instead of directly selling gifts, the brand opted for an immaculately designed greeting card that expresses the company’s values and their appreciation for customers and customers’ mothers. And, if you still need a gift, there are a couple of links at the bottom of the email. It’s a more subtle yet still effective approach to holiday campaigns.
Mother’s Day is frequently ignored by email marketers as many of them consider it a minor occasion if compared to Christmas, for example. However, statistics from the National Retail Federation prove them wrong. Spending your budget for a Mother’s Day email campaign is a great investment — try out our email marketing ideas this year and thank us later!
To make your Mother’s Day email campaign effective and create newsletters that stand out in subscribers’ inboxes, use the tips and best practices from our article:
Hope these recommendations will help you create a Mother’s Day email that works. Happy holidays!
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