Email marketing

A Mother’s Day email campaign guide: how to honor all moms with empathy

Emily Riedy, April 28th 2022
mothers day email marketing

Mother’s Day is a time for togetherness—and consumers agree. 84% said that they’d prefer to spend this holiday with their family, according to a recent survey conducted by Klaviyo.

It’s also an occasion for consumers to give a little something back to the women or motherly figures in your life who have given you so much. So how can you, a brand or marketer, help? You can start by trying to put yourself in your subscribers‘ shoes.

As you begin to create your Mother’s Day email marketing campaign, it’s important to keep in mind that everyone’s experience with their 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.

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Read on to discover:

Use your Mother’s Day emails as an opportunity to communicate with empathy and build genuine connections

The past few years have been, and continue 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, Mother’s Day is a holiday you may want to treat particularly delicately.

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 demonstrates 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.

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

freefly apparel mothers day opt out email

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 ecommerce website. This gives customers yet another way to tell the brand they don’t want to receive messages around this holiday.

mothers day ecommerce site opt out

You might be 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 completely unsubscribe from your entire 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.

You can also use your signup forms as a way to allow your subscribers to opt out of particular campaigns or messages. If you give them the option to select their message preferences as you’re collecting their contact information, you can be sure you’re only sending your subscribers messages they’ve chosen to receive.

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:

greetable mothers day promotion
greetable mothers day campaign

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 to motherhood.

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

9 Mother’s Day email examples and why they work

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 email templates.

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

1. Wild One celebrates all moms

Subject line: This one’s for the dog moms 💘

wild one mothers day email marketing campaign

Wild One puts an inclusive spin on the term “mother”, extending the term to people who have pets. Their email copy is playful and shows that even if your “kid” is a four-legged, 25 pound ball of fur, mom duties still apply.

What’s even better, Wild One uses user-generated content (UGC) in their Mother’s Day email as a way to highlight real members of their brand’s community.

It’s a clever way to demonstrate what their products look like in the wild (pardon the pun), while also adding an element of authenticity and humanness to a promotional email message.

2. Atlas Coffee Club wants to take moms on a journey

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

atlas mothers day email marketing campaign copy
atlas mothers day gifts

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

3. Beachly reminds subscribers to buy in time

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

beachly mothers day email marketing campaign
beachly spring product promotion

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 design 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 helps the last-minute shoppers

Subject line: Tomorrow is Mother’s Day

farm mothers day email marketing campaign

One of Brazil’s most well-known apparel brands, FARM Rio, gears their Mother’s Day email toward 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 coupon code in the header section.

5. Alice & Wonder shares their holiday-themes products

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

alice and wonder mothers day email marketing campaign
alice and wonder mothers day gift guide
alice and wonder email campaign

Some brands, like Alice & Wonder, have dedicated Mother’s Day product collections. Their Mother’s Day gift guide 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 light-hearted 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 uses a gift guide to focus on sentimentality

Subject line: Mother’s Day Gift Guide

ippolita mothers day email marketing campaign
ippolita email campaign
ippolita gift guide

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—10% 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 helps you plan an outing

Subject line: Mother’s Day BOGO Sale Extended!

doe lashes mothers day email marketing campaign
doe lashes mothers day sale

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. That hits home for consumers: 78% would rather receive an experience over a physical gift for Mother’s Day, according to Klaviyo’s data.

8. Cleancult relies on humor

Subject line: A new clean for Mother’s Day

cleancult mothers day email marketing campaign

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 the 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.

9. MIADONNA is there for the belated gifters

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

miadonna mothers day email marketing campaign

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

Their Mother’s Day email marketing campaign 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.

Mother’s Day isn’t the only holiday you should plan ahead for. Check out these 9 campaign tips to help you prepare for Father’s Day.

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Emily Riedy
Emily Riedy
Content strategist
Emily Riedy is a content strategist at Klaviyo. She creates and optimizes content to help online businesses own their growth. Before joining Klaviyo, Emily worked at a digital marketing agency where she created content to help small business owners and marketers grow their online advertising presence. When she’s not writing, Emily enjoys making tacos, running, and sipping on orange wine.