Mother’s Day email marketing campaigns are a great way to drive ecommerce sales by helping your email subscribers choose the perfect Mother’s Day gift. Read on to discover our top tips for boosting conversions this Mother’s Day.
With Mother’s Day just around the corner (14 March for Ireland & the UK and 9 May in the US), It’s time to start preparing your Mother’s Day email marketing strategy.
Your Mother’s Day email should provide subscribers with useful information to help find the best Mother’s Day gift. As with Father’s Day emails and any other holiday campaign, you have to find the balance between being helpful and being promotional.
With that in mind, we’ve put together 5 Mother’s Day email marketing ideas to help you create an email campaign that’s sure to do the job.
5 ideas for successful Mother’s Day email marketing
As we said, online retailers need to strike the right tone between helpful and promotional when it comes Mother’s Day email marketing.
To achieve that, here are a few things you should consider including in your strategy.
1. Give readers gift ideas
One of the hardest things about Mother’s Day (at least for me) is finding the right gift.
There are so many options out there, and moms are always too nice to tell you what they want. But, we all know those clay pots we made in first grade won’t last forever, so something’s gotta give.
Email is the perfect opportunity to help your customers with this problem. Present them with a gift guide of products in your store that’d make a good Mother’s Day present.
The goal is to cut out the decision work and present gift ideas with a clear CTA.
You could either feature individual products or highlight the most suitable product categories, just like Mulligan’s Pharmacy did in their #MumLike Gift Guide campaign sent with Sendinblue.
What’s great about this email is that the home delivery and gift wrapping options are clearly spelled out. Given the current context, it’s vital for shoppers to have this information up front.
The email example below from Forever 21 does a nice job of showing off specific products that would make great gifts. They also include the price, making the email content even more actionable to the consumer.
2. Focus on outcomes or benefits
While including gift ideas is great, you can do even more to help people make the right gift decisions.
When shopping for gifts, it can be hard to match a product with a person. To help with this, focus your email copy on how the product is used or what benefits it provides.
You can see how Apple highlights each of their products as a possible gift idea. But, instead of including the price, they include text that highlights why the product would make a good gift for mom.
This is a effective psychological tactic for increasing ecommerce sales. By highlighting the benefits of the product, readers will match that benefit with the gift recipient (i.e. their mom).
Of course, everyone wants their mom to stay “active, motivated, and in the know,” so they’re going to read that and want to purchase it for their mother.
You can do the same thing with your business by focusing on the positive aspects of receiving your product as a gift.
3. Use simplicity and personalization
If you offer a wide variety of products, it might not be the best idea to simply showcase everything as a gift ideas. Instead, you should simplify the process as much as possible.
There are two ways you can do this:
- Email list segmentation: Send different emails to different groups of customers based on their interests, behavior, or demographics.
- Personalized recommendations: Provide personalized product recommendations based on existing subscriber data.
Because people are shopping for someone else rather than themselves on Mother’s Day, it’s probably better to go with the second option.
And while we’re on the topic, you can also personalize your email subject lines and preheader to catch the reader’s attention in the inbox. But more on that later.
Anthropologie’s email is very simple, but they do a nice job of highlighting their free personal shopper service. This is an excellent example of focusing on helping customers rather than being promotional.
4. Use humor in your Mother’s Day email
Making people smile is one of the best ways to increase email engagement. Mother’s Day is no different.
Here you can see a very simple Mother’s Day email example with a clear call-to-action. The text is light-hearted and also a not-so-subtle reminder that the reader needs to buy a Mother’s Day gift.
Anytime you can inject a little humor and personality into your emails is great because it humanizes your brand, disarms the reader, and comes off as less promotional. This can go a long way in boosting your conversions.
5. Optimize your ‘inbox envelope’ to boost email open rates
Like with any email, if you want it to get noticed in the inbox, you need to optimize what we like to call you ‘inbox envelope‘. This envelope consists of three main elements: sender name, email subject line and email preview text (also known as a preheader).
Let’s look briefly at how you can use these elements to your advantage.
Check your sender name
It’s the first thing the recipient looks at when they receive an email.
Your sender name needs to display a real name, whether it be the company’s name or an employee’s name — not just an email address. This enforces trust and reassures the recipient that the email is genuine.
Craft an enticing Mother’s Day subject line
Some quick tips to achieve this:
- Address the reader’s pain points. Let’s say they’ve left their Mother’s Day shopping to the last minute. Prime opportunity to put forward a solution in your subject line. ‘Order today to deliver in time for Mother’s Day’
- Make it personalized. If you’re a Sendinblue user you can easily personalize your email subject lines with custom contact attributes.
- Keep it short (50 characters or less)
- Add an emoji to your email subject line — but don’t overdo it either
Mother’s Day subject line examples
Boost your Mother’s Day email open rates with a short, punchy subject line that speaks to the value within the email.
- It’s not too late! Order now to deliver in time for Mother’s Day
- No idea what to get Mom? Check out these ideas!
- Last minute shopping for Mother’s Day? We’ve got you covered
- Don’t break the bank this Mother’s Day
- Check out our Mother’s Day sale
- Ready to get your Mother’s Day shopping on?
- Mother’s Day special: 10% sitewide discount
- Free shipping for Mother’s Day this weekend ONLY
- 7 gift ideas your Mom is gonna love
- The ultimate Mother’s Day gift guide
- Make it a Mother’s Day she’ll never forget
- Mother’s Day Special: Free Shipping on all orders over $25
Customize the preview text to complement the subject line
Preview text is the short snippet of text that immediately follows the subject line when viewing an email in an inbox.
Your subject line and preview text should work together to tell your reader a story.
Note that not all email clients display preview text, so don’t use it for essential information.
Designing your Mother’s Day email template
Email design tools and resources
If you’re just starting out as an email marketer, you might be wondering about your options for creating an email template.
Most email marketing software comes with email design tools that beginners can easily play around with.
With Sendinblue, our email design suite includes Drag & Drop, HTML, and Rich Text editors, as well a free template gallery.
A look at Sendinblue’s Drag & Drop editor
You can test-drive these tools anytime on Sendinblue’s forever free plan with up to 300 emails a day and unlimited email subscribers.
Here’s a beautiful custom Mother’s Day email template created by our inhouse email design team at Sendinblue (just look at those colors! 😍)
Design tips for your Mother’s Day email template
Your Mother’s Day email design plays a huge role in making people click and engage with your email content. It well worth spending some time on getting it right.
- If you customize your email template to theme of Mother’s Day, make sure your branding is still easily recognized with a clearly visible logo. Brand recognition is important for email engagement. If the subscriber’s in doubt about the sender, they’re more likely to mark the email as spam.
- Use plenty of blank space so your Mother’s day gift guide doesn’t look too cluttered or overwhelming.
- Make sure that images for gift ideas are of high quality. Avoid images that are too large or too small as these can cause deliverability issues.
- Experiment with animated GIFs in email. Just remember to compress your GIFs beforehand as the GIF file sizes can be quite large (GIFcompressor is a great tool for this).
- Send yourself a test to ensure the email content displays correctly on different device sizes, especially mobile. While you’re at it, check that any landing pages you’ve linked to are also optimized for mobile.
Send your Mother’s Day email with Sendinblue
Hopefully, these ideas and examples gave you some inspiration on how to boost sales thanks to Mother Day’s email marketing.
If you’re looking for an affordable email marketing service to send your Mother’s Day email blast, check out Sendinblue. Get the most out of your email campaigns with our advanced email marketing and deliverability features.
Test-drive Sendinblue on the free plan with up to 300 emails a day.