5 Tips for Mother’s Day Email Marketing Campaigns
Mother’s Day may only come once a year, but if you ask us, moms deserve to be celebrated every day. Keeping our favorite fantastic marketing campaign tactics in mind, we’re always looking to highlight campaigns that reach us on an emotional level – content that pulls at our heartstrings and, in turn, spurs us into action.
After all, spring is a crowded season for ecommerce and online retailers, and Mother’s Day is no exception. It’s estimated that customers spent $31.7 billion on Mother’s Day in 2022 – and Forbes predicts that spending is only projected to grow as Mother’s Day moves beyond celebrating just mothers to embracing the strong women in our community. That’s a lot of revenue to be snatched up! But it also means your business will be competing with all the major brands to stand out in the inbox.
In this article, we’ll go over some elements in crafting an inspirational Mother’s Day email campaign and highlight five best practices with examples from some recognizable brands.
Basic elements of an effective Mother’s Day email
An effective email marketing campaign isn’t just compelling content or great email design. It also isn’t just one certain element or feature that you need to execute to convert a lead into a customer. Instead, there is an extensive list of moving parts you need to balance to bring the subscriber through your campaign from start to finish. You’ll need to work with your marketing team to uncover the smoothest path to purchase.
Check out some of the elements that craft a successful campaign:
- A responsive email template and eye-catching content
- A comprehensive landing page with a fresh, clean layout
- A well-designed shopping cart page with auto-populated order information
- A web page and a transactional email to confirm your customer’s order
Needless to say, a killer campaign goes beyond that initial marketing email. Each step requires planning and consideration, not to mention creative email copy, an eye for design, and HTML knowledge. Ensuring that the process from opening the email to entering billing information is critical to your conversion rate. Below, we’ll focus on just that and go over some best practices for Mother’s Day email campaigns.
5 best practices for Mother’s Day email marketing
Now that we know the basics of crafting a great email marketing strategy, let’s focus on the first part of the customer journey – the marketing email. Here are some best practices for a successful Mother’s Day email campaign:
- Craft personalized messages to create a gift guide for your readers
- Use social proof
- Appeal to emotions
- Reassure your subscribers their gifts will reach their recipients in time
- Include an enticing subject line
Let’s take a closer look at the practices listed above with specific Mother’s Day email examples.
How do I craft a personalized Mother’s Day email?
Personalization is essential for successful marketing campaigns. None of your subscribers want to feel like they’re just another email on a mailing list they’ve forgotten they’ve signed up for. So how do we create personalization beyond wishing our subscribers “Happy Mother’s Day” or promoting a Mother’s Day sale? Let’s take a look at the email from Apple below.
Even though Apple doesn’t specify the customer by name, we like how they address them directly by saying “Your Mother’s Day gift is here,” as if they’ve curated personalized gift ideas. We also dig how they mention free engraving options to personalize these Mother’s Day gifts.
You can provide personalized product recommendations based on existing subscriber data or use email list segmentation to send different emails to different groups of customers based on their interests, behavior, or demographics.
How do I use social proof?
Social proof in the form of reviews or ratings can be a good incentive for your customers to click through to your landing page. Check out the email from Ibex below.
They combine great graphics and content with customer testimonials and give star ratings. This inspires confidence in your subscriber and increases conversion rates.
How do I appeal to emotions in my Mother’s Day email?
Let’s face it: Mother’s Day is an emotional holiday that’s all about celebrating the most special women in our lives. Create a successful Mother’s Day email by tapping into those emotions. But, of course, don’t overdo it! Let’s take a look at the marketing tactics Charity: Water implemented to get straight to the heart of the matter and reach us on an emotional level.
The short but sweet text is easy to scan. Paired with the simple injunction, “Honor Your Mother,” the copy makes a powerful case for subscribers to connect with their message and click through on the clear Call-to-Action (CTA), “give clean water.” Charity: Water crafted a successful email campaign that appeals to our emotions and drives us to follow through with action.
We discovered this creative email campaign back in 2014. To find out how the rest of the experience unfolds, read our full blog post on Charity: Water’s Mother’s Day email.
How do I reassure my customers their orders will arrive in time?
Customers might leave finding the perfect Mother’s Day gift to the last minute. Add an extra note, like Victoria’s Secret, to assure them their orders will reach their gift recipients in time, even without express delivery.
Though Victoria’s Secret is ostensibly reassuring their customers that their gift orders will be delivered in time, they also create a sense of urgency. “Order by May 1st,” or it might be too late! We like this subtle reminder a lot better than a blatant countdown timer, but that might work too, depending on your customer base.
How do I use an enticing subject line?
We’ve said it before, but the inbox is a crowded place. Stand out from the Mother’s Day marketing frenzy with a subject line that really stands out. Check out this Mother’s Day email subject line from Prose.
“A gift as unique as your Mom.” This grabbed our attention immediately because of its implicit appeal to emotion as we’re encouraged to agree that our mom is unique. However, Prose doesn’t just stop there. Check out how their subject line works with their email preheader below:
Prose’s email preheader seamlessly continues the gripping subject line with “Show her (or any mother figure) some love with the best custom products.” We really appreciate Prose’s initiative to be inclusive of all mother figures, including grandmothers and other important women in our lives. In fact, Prose’s customer base probably also feels the same. Talk about finding a way to make your subject line play well with your preheader text!
But Prose doesn’t just stop there. They combine their subject line and preheader text combo with an animated GIF that flips through celebrating the world’s best mothers, teachers, advocates, and hairstylists, as shown below.
By listing all these roles, Prose focuses on the uniqueness of “your mom,” as they mentioned in their subject line, before bringing it back to their hair product brand identity. Prose starts with a punchy, attention-grabbing subject line to increase open rates and brings it home with a well-crafted email message that appeals to our emotions, much like Charity: Water above.
Putting a bow on Mother’s Day emails
We hope these Mother’s Day email examples give you some inspiration for crafting your next Mother’s Day marketing campaign. It’s never just one element that makes or breaks a campaign. Rather, as with the Prose example above, it’s how all the individual pieces play together to ferry your customer along the path to conversion.
Help your subscribers celebrate Mother’s Day. And, while you’re at it, let us help you to ensure you send out the best, snag-free Mother’s Day email. Check out our Campaign Precheck workflow to help you start sending error-free.
So what inspires you? We all need inspiration to do our jobs better, so feel free to share yours below!
Author: The Email on Acid Team
The Email on Acid content team is made up of digital marketers, content creators, and straight-up email geeks. Connect with us on LinkedIn, follow us on Facebook, and tweet at @EmailonAcid on Twitter for more sweet stuff and great convos on email marketing.