What plans do you have for Mother’s Day this year? Most businesses organize seasonal marketing initiatives to provide consumers with amazing Mother’s Day gift ideas or offers to make all moms feel appreciated. And email marketing is one of the best channels to spread the word.
To create Mother’s Day email marketing campaigns that boost conversions and sales, it’s best to craft a relevant strategy with sub-goals that are easy to track. Check out our related guide with useful tactics and tips to streamline your own strategy with distinction.
Mother’s Day Stats
Before building your email marketing strategy, read these Mother’s Day statistics from the 2023 National Retail Federation survey that explores the latest trends:
- US consumers planned to spend $35.7 billion for Mother’s Day in 2023, about $274.02 per person, with top senders at the age of 35-44 spending an average of $382.26.
- 57% of consumers said that they’ll buy gifts for their mother or stepmother, 23% for their wife, and 12% for their daughter.
- Flowers, greeting cards, and special outings are among the most popular Mother’s Day gifts, with jewelry, electronics and apparel driving growth.
- 47% of respondents prioritized unique and different Mother’s Day presents and 42% creating a special memory with their moms.
- The top shopping destinations were online (34%), department stores (34%), specialty stores (30%), local/small businesses (24%), and discount stores (23%). Product subscription boxes also grew in popularity.
Undoubtedly, it’s worth creating promotional emails for this special day. Knowing these trends will help you make suitable Mother’s Day gift guides and product recommendations considering consumer preferences.
Now that you know what to send to your audience, the next step is how to send it. With an email marketing service like Moosend, you can pick one of the premade templates, add your content, and amaze your audience.
How To Create a Mother’s Day Email Marketing Strategy
Are you ready to build your next Mother’s Day emails? Follow these tactics to secure higher open rates and conversions:
1. Set your goals
What do you want to achieve through Mother’s Day marketing campaigns? Setting a so-called SMART goal will help you put things into perspective before reaching out to your audience. Plus, setting clear aims will help you analyze your campaign performance more accurately and grasp what worked or needs perfecting for future holiday emails.
Let’s say that brand awareness is on your priority list. How would you address that? One way is to craft a special “Happy Mother’s Day” message written in an emotional tone to make a lasting impression. Or host a giveaway contest to display some of your popular products and their benefits.
But if you want to boost your seasonal revenue, you can provide subscribers with appealing gift recommendations or Mother’s Day sales.
2. Define your audience
Who is your target audience and what do you want them to do once they open your email? Are you reaching out to mothers or their loved ones? Knowing this information will help you build more engaging and personalized emails.
You can also use email segmentation tactics to send different email variations based on age or location. This way, you can create tailored messages for moms, grandmothers, or people who want to celebrate important mother figures in their lives. The more personalized your email is, the better for the recipient.
3. Design your campaign
And now it’s time for the creative part—crafting your email content starting from the design. To save time and effort, most email marketing services offer ready-made newsletter templates, easy to customize via dedicated editors.
Find the email style and layout that suits you the most based on your goals. Choose sweet visuals or GIFs portraying motherly love to make the content more interactive. Plus, you need to place a clear call-to-action at a prominent place to yield a better click rate.
Here are two Mother’s Day customizable email templates for different intents:
Bright Skies Mother’s Day Email Template
A simple yet effective design for eCommerce stores or businesses with a unique incentive:
Black & White Mother’s Day Newsletter Template
Suitable for Mother’s Day awareness campaigns and brands that want a more emotional tone to their messaging:
4. Write engaging email copy
To create powerful Mother’s Day messages, add emotional phrases that will make all moms feel special and unique. Words resembling love and gratitude are a must. However, lavish language might cause awkward feelings to your readers so limit them.
Check out the above email copy by Getaway. They emphasized mothers’ endless giving without extra fluff. Then they added their campaign initiative, nominating a favorite mother figure for a short getaway, a gift they would probably long for. Plus, it’s wise to remember that the subject line and CTA copy play a key role in conversions.
5. Create drip campaign series
If you want to send more than one Mother’s Day email campaigns to nurture your subscribers throughout their journey, set up a drip campaign series.
If your campaign intent is increasing your seasonal sales, you can send one promotional email two weeks before Mother’s Day and a reminder for last-minute shoppers a few days before the celebration. Plus, you can send warm wishes on the same day.
You can also set up cart abandonment email as the day approaches to move those leads down the funnel before they lose their interest. Use an email automation software tool with a dedicated feature to create it in simple steps.
For example, Moosend offers premade automation recipes to build and schedule those emails fast. Sign up for an account and get first-hand experience of how to set up automated campaigns.
6. Analyze your metrics
To label a strategy as winning, you need to track and analyze its results. Once you send out your email campaigns, hop into your reporting dashboard in your email service and check out these email metrics:
- Email open rates
- Click-through rates
- Conversion rates
- Unsubscribe rates
- Spam complaints
Diving into this data will shed more light on what worked and what areas need improvement. For example, a low open rate may show that you need a stronger email subject line or better timing, while a low CTR (Click Through Rate) may indicate that you need better navigation or more interesting incentives to motivate your readers to click.
Finally, keep an eye on email marketing benchmarks to see where you stand among competitors to gain more valuable insights.
7 Mother’s Day Email Campaign Best Practices
Learn valuable Mother’s Day email marketing ideas and tactics that have proven to work for many eCommerce and retail businesses:
Send gift ideas
Many consumers have trouble finding the perfect Mother’s Day gift. To help them save time and extra worries send email campaigns with popular recommendations. For example, you can promote gift guides and DIY ideas for those who are on a low budget.
Check out this example by Moment. To make their email more appealing, they added their top gifts based on mothers’ ratings, adding an alternative form of social proof. Plus, the beautiful product images help readers choose faster.
Plan exclusive offers
If you want to give an extra incentive to your subscribers to choose your products or services for Mother’s Day, you can give them limited-time coupon codes and offers. This way, you’ll outstand the competition and boost your seasonal sales.
To ensure that your subscribers become quickly aware of your offer, place it wisely inside your copy. For example, Nike mentioned their Mother’s Day sale in the headline on the top. Plus, they provided a code and an end date to shield the deal.
Create a sense of urgency
Implying a sense of urgency in your campaigns will move your prospects faster to the checkout. However, sounding too forceful can make them feel intimidated and frustrated. So, what can bring a balanced outcome?
For starters, you can place a countdown timer at a profound place inside your email to remind them of the end date and time. Words like “now,” and “last chance” can motivate them to act fast.
You can also send last-minute reminders to boost your conversions before this celebration ends. Check out this Headspace Mother’s Day email example to get inspired.
Optimize your subject line
First impressions always matter. On email marketing terms, it’s your subject line that will cause that initial effect. To win your audience, write a catchy copy line of less than 50 characters that reflect the email content. You can also add relevant emojis and emotional words that match the theme.
Here are some Mother’s Day email subject lines that stood out in our mailbox:
- Celebrate Mother’s Day with 10% off!
- 10 Great Mother’s Day Gift Ideas
- Celebrate the amazing women who raised us
- Last Chance Sale for Mom
- Get a Gift for Mom Just in Time
- Time to show mom some appreciation
You can also use a free subject line tester like Moosend’s Refine to secure a high open rate.
Design outstanding CTAs
Your call-to-action buttons play a key role in boosting your campaign conversions. They should be easy to spot and designed in a way that stands out from the rest of the text. Use a background color that will make your CTA pop out, sticking to your brand’s color palette.
If you’ve planned a special Mother’s Day initiative, it’s best to include a unique CTA written in actionable language, e.g., “Shop now.” If your email is long, you can add more buttons, as Hush did in the example below, but avoid exaggerating as you may distract the readers.
Enable users to opt-out
Not everyone wants to receive Mother’s Day campaigns, for different sensitive reasons. Therefore, it’s wise to give your subscribers the opportunity to opt out from this list and show them how you respect their wishes and needs.
For instance, Waitrose created a dedicated opt-out email with a simple message. The subject line put the subscribers straight to the topic: “Prefer not to receive our Mother’s Day emails?” Plus, their copy was short and clear.
Make an inclusive campaign
“Being a mother is an attitude, not a biological relation,” according to Robert Heinlein. If you want to adopt an inclusive marketing approach display diverse mom types, adding godmothers or aunts to the list, and make sure that your message reflects your standpoint.
For instance, Burt’s Bees created an inclusive Mother’s Day email starting with the subject line “Happy Mother’s Day to ALL kinds.” You can follow a similar approach in your messaging.
Best Mother’s Day Email Campaigns You Need to Check Out
Explore these inspiring holiday emails and why they work before crafting your own:
1. Clarks Shoes Mother’s Day email
Subject line: Here’s to celebrating all moms
One of our favorite campaign examples is from Clarks. They designed a simple yet effective email layout and added tender mother-child images portrayed in black and white. Moreover, they chose to place their Mother’s Day incentives in the header text to enhance visibility.
The email body consists of Mother’s Day experience ideas for moms followed by a CTA button with the copy “Shop gift for mum.” They also added a section with new arrivals to benefit from the traction of this seasonal campaign.
2. MasterClass last-minute reminder email
Subject line: Ends tonight: Get up to 35% off for Mother’s Day
MasterClass built this last-chance sale email to remind their subscribers about the 35% off discount. The subject line and head title create a sense of urgency and help readers grasp what they should do to claim this offer.
If you want to create a last-minute campaign, limit distractions. Remind readers what they need to do and ensure that the CTA button pops out to increase your click-through rate.
3. A Beautiful Mess DIY Gift Guide
Subject line: Mother’s Day gift ideas
Are you a blogger and wondering what to send to your audience as Mother’s Day approaches? A Beautiful Mess shared some great posts with gift ideas, including DIY inspired content.
Plus, you can run some affiliate partnerships and share a special discount with your audience for products they’ll love. A Beautiful Mess shared a discount for certain mattresses and pillows to give moms the gift of relaxation.
4. Dunkin Donuts Mother’s Day e-gift card email
Subject line: Celebrate Mother’s Day 
with twice the cards!
How did Dunkin Donuts celebrate Mother’s Day? They shared an e-gift card to help readers treat their beloved moms with delicious donuts. Overall, gift cards are popular choices for Mother’s Day so it’s wise to promote them as this day draws near.
Plus, they shared premade downloadable cards subscribers could easily print out and color. This is a wonderful way to add a more personal touch to your Mother’s Day message.
5. Tuft & Needle unique Mother’s Day campaign
Subject line: Moms deserve it.
Not every Mother’s Day email marketing campaign is sales-oriented. Some businesses choose to add a more unique message to these emails to remind their subscribers of the real purpose of this day.
For instance, Tuft and Needle sent a message prompting their subscribers to spend more quality time with mothers by calling instead of texting them. The copy is written in an emotional tone to create a more powerful impact.
Embrace Your Mom All Year Long
No matter what goals you set for this Mother’s Day, think about the incentives you’d like to give your audience to increase your conversions. Then design a beautiful campaign with a message that will move the readers.
If you want to save time and design resources, sign up for a Moosend account, pick one of our premade templates, and customize it based on your needs. To bring better results, create a drip campaign series to nudge them as Mother’s Day approaches.
The post A Step-by-Step Mother’s Day Email Marketing Guide [+Examples] appeared first on Email Marketing Automation Platform for Thriving Businesses.
