Mother’s Day Email Campaign Strategies

Mother’s Day is a mega holiday for online shopping, with shoppers purchasing not only for their mothers, but grandmothers, wives, sisters, and daughters.

According to the National Retail Federation, the historical spend of Mother’s Day shopping has been on a steep incline over the past decade with estimates of Mother’s Day spending around $23.6 billion last year alone.

With billions of dollars to be made, let’s dive into a few of the best Mother’s Day email campaigns and segmentation tactics you can use to cut through the noise this year.

There are several types of emails you can create for this day.

The Classic: Gift guides

Gift guides are a great way to make shopping easier for your subscribers because there’s nothing quite as daunting as trying to buy a gift for someone who is really important in your life. They can also be an opportunity to show a variety of different products you sell.

Members-only gear shop, Huckberry, devoted the top half of this newsletter campaign to highlight top-notch gifts for Mother’s Day.

This email stands out for the way their typically male-focused content switched gears to show their male customers that they can shop Huckberry for mom too.

The human touch (that increases sales)

Adding a human element by incorporating a person or personal story to your Mother’s Day email strategy is a nice way to increase a connection with your customers.

While classic apparel retailer, Tuckernuck sent out a gift guide leading up to Mother’s Day, they also sent an email on Mothers Day morning wishing customers a happy Mother’s Day. I love this email because it gives a peek into company-founder Jocelyn’s life. They’ve included a picture of her with her family, as well as some style advice she has from being a mom, and of course a few of her favorite pieces.

The exceptional promotion: Increases order value

Reward shoppers for choosing your site with a little something special. This email from blow out salon, Drybar, is a great promotion and smart marketing.

The free gift threshold of $150 likely caused many purchasers to increase the dollar amount of their order. Since Drybar crosses the line of both services and products, having a gift card promotion makes a lot of sense; mom can buy products or get her hair done.

Reminder Email

Image via Pinterest

Take a play out of the holiday email playbook and incorporate a reminder email as a part of your Mother’s Day email strategy.

The use of a countdown timer is an effective way to remind shoppers that time is running out and Mother’s Day will be here before you know it.

5 ways to tackle your Mother’s Day campaigns with segmentation

No matter how many emails you decide to send out for Mother’s Day, it’s essential to ensure your emails get to the right audience at the right time. Segmentation is the key to timely, relevant, and targeted email communication.

If you’re new to segmentation, check out our guide to help you get started. Some of the most effective holiday segments include:

1.Entice VIPs

VIP audiences have the best long-term value (LTV) of any type of customer, and Mother’s Day is a great opportunity to engage with them. Consider offering VIPs a special discount or promotion.

2. Target location based segments

Mother’s Day is celebrated on different days around the world. If your business sells internationally, segmenting by location is an easy way to offer targeted promotions for Mother’s day.

In the continental US? Maybe entice them with free shipping.

Outside the US? Remind them of their last chance to purchase for shipping deadlines.

3. Cut the noise: Segment out past purchasers

If you decide to run a multi-touch Mother’s Day campaign, segmenting out past purchasers is the way to go.

Segment out those who have already purchased from your previous campaigns so they’re not getting annoyed by your emails. This will improve your open rates and help your overall email deliverability.

4. Win over almost buyers

Creating a segment specifically for subscribers who haven’t purchased before is a straightforward way to reach an audience that hasn’t budged, and it allows you to up the ante.

If a subscriber has opened one of your Mother’s Day campaigns but hasn’t purchased, they should be treated differently. Go ahead and remind them they were interested, and either let them know how much time is left (with a countdown timer or graphic) or help push them to purchase with an offer like free shipping.

5. Warm up past purchasers (re-engagement)

If someone purchased from you last year, there’s a good chance they’ll buy again. A re-engagement segment is especially useful if the subscriber is not your typical buyer persona. It’s quite possible they’ve forgotten where they purchased from, so provide a helpful reminder.

However many emails you decide to send out as part of your Mother’s Day campaign, be sure to use smart content and segmentation ideas to ensure your emails are a great experience for your subscribers. View our Mother’s Day Crash Course for helpful videos and tips on when to schedule your campaigns, what content to include, who to send to, and how to use other marketing channels to supplement your Mother’s Day Emails.

If you want to take a closer look at how your campaigns and flows perform against industry benchmarks, check out our guide to ecommerce industry performance benchmarks.


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