Mother’s Day Emails: Honor Moms with Empathy (12 Tips + Examples)

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Moms are superheroes. They’re role models, teachers, professionals, chefs, friends, and caretakers. The amount of roles they take on at one time can sometimes seem limitless.  

Mother’s Day is an occasion to give a little something back to the women or motherly figures in your life who have given you so much.  

When I think of my mom, I’m often in awe of her life. She’s raised four daughters, started her own business, and is an accomplished entrepreneur. She is my model of what generosity, kindness, and love looks like.  

But my own experience with my mother may not resemble yours. And your experience may not resemble your customers’. 

As you begin to create your Mother’s Day email marketing campaign, it’s important to keep in mind that everyone’s experience with mothers and motherhood may look a little different. 

This doesn’t mean you have to skip Mother’s Day promotions all together, but it does mean that you might want to consider how you communicate these promotions with your customers.

Read on to discover: 

Use your Mother’s Day emails to communicate with empathy

The past year has been, and continues to be, a difficult time for many people—personally and professionally. 

Showing empathy for your community and your customers is more important than ever as you navigate how to market your brand and build customer relationships. 

While communicating with empathy is an on-going practice that brands are implementing across many, if not all, of their marketing campaigns, there’s one upcoming holiday you may want to treat particularly delicately: Mother’s Day.

Many of your customers and email subscribers likely struggle with Mother’s Day.

For some, it could be a reminder of a strained relationship. For others, it could lead to a feeling of exclusion if their mother-like figure is someone who exists outside of the traditional definition of a mom, or if they’re struggling to become a mother themselves.

For many whose moms are no longer with us, it can be especially hard to see a constant influx of marketing content around the subject.

Ensuring your customer communications are transparent, honest, and empathetic demonstrate that there are humans behind your brand and that you care about your audience as people, not just as potential customers.

Here are some strategies to help your brand communicate from a position of understanding and kindness this Mother’s Day. 

Provide your customers the option to opt-out of Mother’s Day emails 

In some instances, Mother’s Day can be a celebration of joy and love. And in others, it can be painful or upsetting. 

By acknowledging that Mother’s Day isn’t a one-message-fits-all kind of holiday, you can craft your content with a customer-first approach. 

A Mother’s Day opt-out email campaign is a great place to start. It’s simple and sensitive, and it puts the power of choice in your customers’ hands.

flyfree apparel mother's day opt out email

For example, FreeFly Apparel sent this Mother’s Day (and Father’s Day) opt-out email to subscribers, which respectfully provided readers the option to opt out with a single click and highlighted the brand’s commitment to only sharing content that matters to their audience.

Similarly, UK-based Bloom & Wild received so much positive feedback from their first Mother’s Day opt-out campaign, that they’re bringing it back again this year. 

They also provide an opportunity to opt out on their website to ensure that if customers don’t want to receive messages around the holiday, there are a variety of avenues to tell the brand, “No thank you”.

bloom and wild mother's day opt out messaging

I know what you’re thinking: “But why would I give my subscribers the option to opt out and decrease my list size?” 

If you only create an opt-out option for your Mother’s Day marketing campaigns, customers who opt out don’t have to be permanently removed from your mailing list. 

Plus, it’s a responsible and easy email tactic to implement and shows that you’re willing to go the extra mile to deliver a thoughtful customer experience.

Create a content plan that cultivates a supportive community 

Allowing your customers to opt out of Mother’s Day marketing initiatives is a positive way to reinforce that your brand understands sensitive or triggering situations.

But sometimes showing staunch support for the groups of people who experience hardships during this time of year can also tell your customers, “I hear. I see you. And I stand with you.”

Take a look at how Greetabl is promoting Mother’s Day this year:

greetabl mother's day campaigngreetabl mother's day campaign mission statement

Not only have they implemented a Mother’s Day opt-out campaign, but they’ve partnered with FertilityTribe to empower women “who are battling their way towards motherhood” through their Like a Warrior Mother’s Day campaign. 

Greetabl is changing the Mother’s Day narrative and showing support for women who have suffered the loss of miscarriage, are struggling to conceive, or facing other hardships related motherhood.

When you widen what it means to honor moms this holiday and communicate with empathy, your brand can become a symbol of understanding, inclusivity, and community.   

Nine Mother’s Day email examples

Once you’ve decided how you’re going to approach your Mother’s Day content for subscribers who opt in, it’s time to start planning and creating your Mother’s Day emails

To give you some inspiration, I’ve rounded up examples of Mother’s Day emails that can serve as a launchpad for your own email marketing campaign.

1 | Boie USA

Subject line: Here’s 15% off for Mother’s Day!

boie USA mother's day email

Taking a bath can be a time for rejuvenation, a much-needed break from a busy day, or an occasional self-care ritual. Eco-friendly direct-to-consumer (DTC) brand, Boie USA understands that if there’s something moms need, it’s self care—and lot’s of it. 

Sometimes people have to prioritize themselves in order to more fully invest in the people around them. Often, moms are so busy that they forget this simple truth and don’t make time for themselves. But Boie’s Mother’s Day email wants readers to remind their moms of the importance of personal care.

From the central cartoon of a woman soaking in a bath to the discount code, “MOMTIME,” Boie highlights that their products can help moms take their self-care routine to the next level.   

2 | Atlas Coffee Club

Subject line: From Burundi to Brazil…a Coffee World Tour for Mother’s Day

atlas coffe club mother's day emailatlas coffee club mother's day emailatlas coffee club mother's day emails

Besides more time for self care, what’s another thing most moms are in desperate need of? Caffeine. 

I’m convinced that moms were the inspiration for the idiom “wears many hats” because they’re constantly juggling a myriad of things across their personal and professional lives. 

Atlas Coffee Club wants shoppers to give mothers what they need to keep the world turning, while also bringing the taste of travel in-home. 

They also detail the contents of their subscription boxes in the email copy so their customers can be certain they’re purchasing a gift that their mother will love.

3 | Beachly 

Subject line: Mother’s Day is just around the corner… 👀💐☀️

beachly mother's day emailbeachly mother's day email

Beachly’s Mother’s Day email encourages you to give the gift of sunshine this year. This coastal brand recognizes that Mother’s Day is a day to celebrate all women who have taken on a motherly role—grandmothers and aunts included—and the language in their email reflects that. 

And, for those shoppers who tend to be more forgetful, the email also includes a helpful reminder of the actual date of Mother’s Day so they can plan accordingly. 

Not only does Beachly’s Mother’s Day email promote inclusivity for mothers of all kinds, it also gives a subtle nod to the convenience of shopping from your couch, reassuring you that you don’t have to leave your home in order to make your purchase. 

4 | FARM Rio

Subject line: Tomorrow is Mother’s Day

farm rio mother's day email

One of Brazil’s most well-known apparel brands, FARM Rio, gears their Mother’s Day email towards last-minute holiday shoppers. You know the ones—the people who wait until the eleventh hour to buy their gifts. 

FARM Rio provides a solution that requires very little planning and a present that customers can purchase in a matter of clicks—a gift card.

The email itself not only encapsulates the holiday rush to buy a gift, but also the seasonal spirit of spring by offering a timely discount code in the header section.  

5 | Alice & Wonder 

Subject line: 💗I Got It For My Mama💗- Shop The Mother’s Day Collection

alice & wonder mother's day emailalice & wonder mother's day emailalice & wonder mother's day email

Some brands, like Alice & Wonder, have dedicated Mother’s Day product collections. Their Mother’s Day email includes curated photos of some of the items shoppers could buy for their mom or for moms to gift themselves. 

From fashionable apparel to quirky coffee (and wine) mugs, Alice & Wonder makes it easy for consumers to find something their mother will appreciate, without having to browse multiple websites or product pages. 

The email subject line is a clever nod to the famous hip-hop song, “I Got It From My Momma,” which is a fun way to entice subscribers to click on the email.

Once inside, there’s a clear call-to-action (CTA): Pre-order your items now, so that they arrive in time for the holiday! 

6 | Ippolita 

Subject line: Mother’s Day Gift Guide

ippolita mother's day email

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Luxury jewelry brand Ippolita’s Mother’s Day email uses language and imagery to put mothers front-and-center. The products displayed in the email come secondary to the touching pictures of mothers and daughters—including one from the brand’s founder Ippolita Rostagno herself. 

This email also includes quotes from famous artists throughout in an effort to convey some of the different roles mothers may play in people’s lives. 

Rather than focusing on material goods, Ippolita opts to emphasize the sentimental qualities that the holiday embodies—honoring the women who have been role models, friends, support systems, and caretakers. 

The messaging is also cognizant of the struggles many people around the world are facing as a result of the pandemic. 

Ippolita’s Mother’s Day email includes information about the relief efforts each purchase supports—ten percent of every purchase is donated to No Kids Hungry or a charity of the purchaser’s choosing, allowing customers to join the brand in making a positive impact while celebrating Mother’s Day.

7 | Doe Lashes 

Subject line: Mother’s Day BOGO Sale Extended!

doe lashes mother's day emaildoe lashes mother's day email

One of the strongest ways people form connections is through storytelling. And the same goes for brands and their customers—when you share a story that your customers can relate to, the more connected they will feel to your business. 

If you’re looking for examples of effective storytelling, I recommend taking notes on this Mother’s Day email from Doe Lashes

The main section of the email is completely stripped down—there’s no fuss, no images, and few design elements. It’s just a story about how a mother and daughter are planning a stay-at-home date night for Mother’s Day.

Doe Lashes demonstrates genuine empathy for their customers by opening the story with the acknowledgment that “a mom” can mean something different to everyone. As a result, their Mother’s Day email resonates with a wider audience and creates more customer connections. 

The personal story leads perfectly into the buy-one-get-one (BOGO) promotion the brand is extending and ties in an element of humanity. 

The email makes readers feel that their main priority this Mother’s Day should be the plans they make with their moms, not necessarily the things they buy her.

8 | Cleancult 

Subject line: A new clean for Mother’s Day

cleancult mother's day email

Cleaning products aren’t usually the first thing that comes to mind when someone is considering options for a Mother’s Day gift. 

And Cleancult knows it. Their Mother’s Day email humorously pokes fun at that fact that their products aren’t the typical gift idea. But that shouldn’t stop their customers from buying Cleancult products for their moms.

Their light-hearted approach to Mother’s Day marketing plays with the definition of what it means to be a mother. According to Cleancult, consumers can and should commemorate all mothers (including Mother Earth) with zero-waste, environmentally responsible products.


Subject line: Oops, did you forget Mother’s Day?

miadonna mother's day email

MIADONNA does an excellent job of balancing a sense of urgency with an empathetic tone.

Their Mother’s Day email not only speaks to shoppers who might’ve forgotten the holiday or waited until the last possible moment to shop for a gift, but also recognizes that celebrations might look a little different this year. 

And that’s okay. Distance doesn’t have to prevent you from showing your mom, or the special person in your life, you care.    

Take a new, empathetic approach to Mother’s Day emails

Mothers are incredible people. They give so much and ask for so little in return.

It’s no wonder that brands want to help their customers pay-it-forward. Mother’s Day is a wonderful opportunity for people to give a little something back to the mothers in their lives.

But not all of your customers share the same experience with their mothers or motherhood. Being mindful that Mother’s Day isn’t a holiday for everyone will help you communicate more sensitively and effectively with all of your customers. 

Behind your brand sits you, a real person. And when you connect and communicate with your customers person-to-person, rather than brand-to-consumer, you can create positive customer experiences that ultimately strengthen your customer relationships.  

Ready to start creating your Mother’s Day emails? Check out these free templates that can help! 

Design seasonal email campaigns and track trends year over year.

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