10 Mother’s Day marketing examples to help your campaign honor motherhood in all its forms

Email marketing
March 7, 2024
Image background is split into two halves: a sage green half on the left with the Klaviyo flag outlined in white, and an image of a mom and her elementary-school-aged daughter stretched out on the floor, laughing, on the right. In the middle of the image, stretched evenly over both backgrounds, large capital letters in white read, "Mother's Day." Within the outline of the Klaviyo flag, smaller black copy reads, "10 marketing examples to help your campaign honor mothorhood in all its forms."

In 2023, Americans spent $35.7B on Mother’s Day.

That’s up 12.6% from the previous year—which means even accounting for inflation, Mother’s Day spending is on a clear upward trend over time.

If your brand sells products that align with traditional ideas of motherhood—for example, health and beauty products, jewelry, and home furnishings—your email campaigns may feel straightforward.

But in recent years, we’ve become more thoughtful about what motherhood means to different people.

We’ve become more sensitive to people who don’t have mothers or who don’t have great relationships with their mothers. We’ve recognized that many people have a complicated relationship with the concept of motherhood. And we’ve embraced seriously the concept of the pet parent, as many millennials are choosing animals over human children.

For as many versions of motherhood there may be, there are just as many ways for brands to connect with mothers, mother figures, and the people who love them on Mother’s Day.

Here’s some inspiration from 10 real-life brands to help you capture growing revenue opportunities during the spring celebration.

1. Our Place offers a compassionate opt-out

For some, Mother’s Day is a celebration of joy and love. For others, it’s painful or upsetting.

A Mother’s Day opt-out email is peak customer empathy. This example from kitchen essentials brand Our Place is simple and sensitive, and it puts the power of choice in the hands of the customer.

Image shows a Mother’s Day email from kitchen essentials brand Our Place featuring minimalist design with burnt orange font on a plain cotton background. The email reads, “Dear Our Place Family, we started Our Place to celebrate home-cooked meals around the table with chosen family. For many of us, Mother’s Day and Father’s Day can be difficult, especially in the age of social media. If you prefer not to hear from us around either of these holidays, we understand. Just let us know by clicking here. You’ll be directed to our site but your opt-out preference will be saved. Sending love, Our Place.” The only CTA in the email is the link over “clicking here.”
Source: Twitter

Another option: Use your sign-up forms to allow subscribers to opt out of particular campaigns or messages right from the get-go.

When you provide the option to select message preferences as you’re collecting contact information, you’re collecting zero- and first-party data that will allow you to segment your audience in the future—and send more relevant, resonant messages as a result.

Especially for Mother’s Day, when tensions may be high for some people, giving subscribers a tailored opt-out option may prevent someone from completely unsubscribing from your entire email list. It also shows you’re willing to go the extra mile to deliver a thoughtful customer experience.

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Get inspired by these ultra-specific segmentation-based marketing ideas, based on real-life Klaviyo use cases and several of the most reliable channels for ethical zero- and first-party data collection.

2. Wild One celebrates all moms

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

Image shows a Mother’s Day email from pet essentials brand Wild One, featuring a reel of UGC in the form of customers with their pets. The headline reads, “to our favorite kind of mom!” The email copy reads, “Celebrating moms to the 2-legged, 4-legged (or somewhere in between)! From rainy day walks and poo pick-ups, to belly rubs and bath time, thanks for all you do.” At the bottom of the email, a black CTA button reads, “SHOP MOMS’ FAVORITES.”
Source: Wild One

Pet essentials brand Wild One expands on the traditional meaning of motherhood by extending it 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.

Even better, Wild One features user-generated content (UGC) in their Mother’s Day email to highlight real members of their brand’s community. It’s a clever way to demonstrate what their products look like in the wild (pun intended), while also adding an element of authenticity and humanity to a promotional email message.

3. FARM Rio captures a micro-moment

Subject line: Tomorrow is Mother’s Day

Image shows a Mother’s Day email from apparel brand FARM Rio. At the top is a bright orange banner encouraging readers to use the code “SPRING15” to get 15% off as well as free shipping on all orders. On a pastel yellow tie-dye background, the rose email copy reads, “still haven’t gotten a gift for mom? This is just what you need! Get her one of our gift cards as a recognition for all the love that she gives.” The CTA button is rose and reads, “Shop now.” At the bottom of the email are the brand’s shipping and return policies.
Source: FARM Rio

One of Brazil’s most well-known apparel brands, FARM Rio, caters their Mother’s Day email toward last-minute holiday shoppers. You know the ones—the people who wait until the 11th hour to buy their gifts.

FARM Rio provides a solution that requires very little planning: a gift card.

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

The ‘last day to get your orders in time for a holiday’ blast is always a good one. It expresses urgency, provides transparency, and is a real, hard deadline.
Brandon Amoroso
Founder & president, Electriq

“The ‘last day to get your orders in time for a holiday’ blast is always a good one,” says Brandon Amoroso, founder and president of Electriq. “It expresses urgency, provides transparency, and is a real, hard deadline.”

4. Alice & Wonder promotes a holiday-themed product line

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

Image shows a Mother’s Day email from Alice & Wonder promoting a Mother’s Day-themed product collection. At the top of the email is a product shot of a gray folded-up crewneck t-shirt with the word “MAMA” stacked 3x; a pair of cutoff jean shorts; and a pair of white sneakers. The photo is centered on a pink background with the words “the Mama collection” overlaid in black cursive and a simple CTA button underneath: “shop now.” The email continues with product shots and descriptions of various options within the collection: a block tee, a sweatshirt, and various glasses.
Source: Alice & Wonder

Some brands, like contemporary apparel and gift brand Alice & Wonder, offer dedicated Mother’s Day product collections. Alice & Wonder’s 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, this product selection from Alice & Wonder makes it easy for consumers to find something their mother will appreciate, without having to browse multiple websites or product pages.

5. P.O.P. Candy uses SMS for last-minute shoppers

If someone has subscribed to your brand via SMS, they really want to hear from you. According to Klaviyo’s recent SMS consumer sentiment report, most people only subscribe to 2-3 brands via SMS—and most are open to hearing from their favorite brands a few times a week.

For Mother’s Day, P.O.P. Candy isn’t shy about using SMS to communicate with last-minute shoppers who may be so busy, they need to buy a gift on mobile.

Image shows a Mother’s Day SMS campaign from candy brand P.O.P. Candy which reads, “p.o.p. Candy co.: There’s still time to give mom her own stash of p.o.p. Candy goodness,” followed by an alarm clock emoji, a heart eyes emoji, and a sparkle heart emoji. The text continues, “we’re taking orders through Sun, May 2nd, to ship in time for Mom’s Day!” followed by a gift emoji and a wink emoji, then a link where subscribers can buy.
Source: Klaviyo Showcase

The SMS itself is short and to the point: the reader can see the deadline to get a gift in time for Mother’s Day, and click through to the product page.

It worked, too: The candy brand’s Mother’s Day SMS marketing strategy earned them a high click rate.

6. DeaDia promises moms will get gifts on time

Subject line: Don’t forget about Mom! 25% off sitewide!

Preview text: Treat your mother 🌼🌸🌼

Image shows a Mother’s Day email from jewelry brand DeaDia, featuring the brand’s logo at the top followed by the headline, “It’s Not Too Late!” The body of the email contains a close-up of a model holding her hands up to her chin, wearing a ring. Over the photo, cream-colored copy reads, “25% off sitewide: mamalove. Celebrating mothers.” Finally, underneath the photo, the email copy reads, “enjoy 25% off sitewide with code MAMALOVE. Select priority mail or UPS 2nd Air to get it on time!”
Source: Klaviyo Showcase

Sent 8 days before Mother’s Day, this email from jewelry brand DeaDia serves as a gentle reminder to the reader to get that gift for the mother figure in their life. The subject line is playful and includes a nudge—25% off the entire site.

No wonder this email earned a high open rate.

The takeaway? Help your audience accomplish their goal—in this case, getting their Mother’s Day gift on time. Also: If you’re offering a sweet deal, let them know in the subject line.

7. Woolino empathizes with tired moms

Subject line: Enjoy 15% OFF select styles! 3 days only.

Preview text: The perfect gift for the sleep-loving mom.

Image shows a Mother’s Day email from baby and sleep apparel brand Woolino. The email features a bird’s-eye-view photo of a baby sleeping in a crib, tucked into one of the brand’s sleep bags, underneath with the headline, “this is what moms want for Mother’s Day.” Beneath the photo, the email copy reads, “Mother’s Day is just around the corner, and we’ve got you covered in the gift department. Treat a friend, or treat yourself, to the gift of sleep! Better sleep for baby = better sleep for mom.” At the bottom of the email is a huge banner that reads, “use code MOM15 for 15% off all the products listed below.”
Source: Klaviyo Showcase

If anyone in your life has a newborn, what they want might be easy to figure out: sleep.

Woolino, a baby clothing and sleep apparel brand, empathizes with tired moms by highlighting how their products—sleep bags—can help both babies and moms get a better night’s sleep.

A bold, direct headline—”This is what moms want for Mother’s Day”and a punchline that’s bound to make the reader chuckle—”a sleeping baby”—precede the important information shoppers need to get the discount.

The ingredients of this email all added up to a high click rate for Woolino.

8. Ariel Gordon removes the gifting guessing game

Subject line: 15% Off What’s In-Stock For Mama

Preview text: Use code MAMA15 at checkout.

Image shows a Mother’s Day email from jewelry brand Ariel Gordon, featuring a Mother’s Day shipping calendar with cutoff dates at the very top. The email continues with a photo of a model wearing a bracelet, rings, and earrings, smiling at the camera, against a backdrop of illustrated pink and red flowers. Over the image at the top, a red banner reads, “it’s not too late,” and at the bottom, another banner in pink reads, “take 15% off our in-stock collection and receive it in time for Mother’s Day,” with a discount code: MAMA15.” The email continues with several product shots of what’s available in the in-stock collection, followed by photos of models wearing jewelry from the stacks and necklaces collections. The email ends with a section called “it’s time to drop a hint,” with step-by-step instructions on how to let someone know what they want for Mother’s Day.
Source: Klaviyo Showcase

For Mother’s Day, jewelry brand Ariel Gordon takes the guesswork out of what you can still buy, when you should buy it, whether it will get there on time, and how much you’ll spend.

Right at the top of the email, a hero image communicates the brand’s shipping calendar with clear cut-off dates. Throw in a 15% discount and over a dozen products featured in the email, and it’s no surprise that this email earned such a high click rate.

Bonus: Ariel Gordon understands that much of their audience may also be mothers themselves. That’s why they include a “Drop a Hint” module that makes it easy for them to share a wish with someone they know. They not only take out the guesswork for gift givers—they also help moms ask for what they want.

9. My Trio Rings makes it easy to chip in for a high-priced gift

Subject line: Mother’s Day Sale 🌸💖 Up To 35% Off

Preview text: Get ready for Mother’s Day with additional savings on diamond rings!

Image shows a Mother’s Day email from My Trio Rings, featuring an up-close product shot of a diamond ring on a pink background, over which the headline reads, “get ready for Mother’s Day: up to 35% off select styles!” with a green CTA button that says, “shop.” Beneath the photo, the email copy reads, “Gratitude for Mom: Your mom is your biggest fan. She loves and supports you unconditionally. Show her just how grateful you are for everything she does with the diamond ring she’s always deserved!” The next section is titled “Shop for Mom as a Family” and breaks down the steps subscribers can take to co-pay, followed by a link they can click to learn more about layaway and co-pay options.
Source: Klaviyo Showcase

If your brand sells high-ticket items, your Mother’s Day gifts may have to be purchased by a group.

Why not empathize with families who may be organizing a group gift? In this Mother’s Day email, jewelry brand My Trio Rings spells out their co-pay feature in bulleted steps. They also forefront a hefty discount in both the subject line and the headline in the hero image.

Finally, the brand shows real empathy for those who may have to save up or pay in chunks for their Mother’s Day present through their no-fee layaway explanations.

10. Helen Jon keeps the sale (very) short

Subject line: Flash: 40% off for 4 hours only! 11am–3pm CT

Preview text: Treat your mother or yourself!

Image shows a Mother’s Day email from apparel brand Helen Jon, featuring the headline “flash sale” in gold cursive followed by a photo of two white boxes wrapped with blue ribbon, laid out against a backdrop of palm fronds. Underneath the photo, the email copy reads, “40% off our Mother’s Day collection. 4 hours: 11am-3pm CT. Gift wrapping available…let us do the work!” The email ends with a CTA that reads, “shop flash sale.”
Source: Klaviyo Showcase

Urgency can help drive action no matter the holiday. Apparel brand Helen Jon takes it to a whole new level with a 4-hour sale.

Even better, they communicate the discount—40%—and the exact hours of the flash sale in the subject line. This resulted in high open rates and a high click rate.

Get tips and tricks for your holiday marketing all year long.
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Emily Riedy
Emily Riedy
Content marketing manager
Emily Riedy is a content marketing manager at Klaviyo where she works to publish content to educate and inspire online businesses owners and email marketers. Owned marketing channels are a means to building a substantial customer base for the long-term, and the content Emily is most passionate about helps business operators create strong business foundations in owned marketing principles. Before Klaviyo, Emily worked at a paid ads agency helping businesses transform their approach to digital advertising. When she's not strategizing marketing content, she is running around the streets of Boston training for whatever race is next up on the docket. She lives in the South End with her 2 year-old basenji Fig and frequents (probably too regularly) the local Spanish tapas spot.
Tiff Regaudie
Tiff Regaudie
Tiff (she/they) is a writer and content consultant who specializes in marketing, health, and the attention economy. Before devoting herself to freelance writing full-time, they led content teams at various startups and nonprofits in Toronto, Canada.