10 Mother’s Day marketing examples to help your campaign honour motherhood in all its forms
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 recognised 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. Kitsch offers a compassionate opt-out
Subject line: Want to Opt out of Mother’s Day Emails?
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 beauty brand KITSCH is simple and sensitive, and it puts the power of choice in the hands of the customer.

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.
2. Wild One celebrates all moms
Subject line: This one’s for the dog moms 💘

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

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.
“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
