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:
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:
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:
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.
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.
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.
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.
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.
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.
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.
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 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 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.
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.
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:
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:
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:
Expressing love and gratitude
Making gifts for mothers
Empowering moms
For last-minute shoppers
With emojis
We’ve collected a couple more noteworthy an 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 the absence of endless “buy now”, “go shopping”. Sometimes such a delicate approach works even better.
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:
Hope these recommendations help you create a Mother’s Day email that works. Happy holidays!
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