Mother’s Day comes early to the UK (the second earliest just after Sweden), forcing marketers into a mad dash between Valentine’s Day and the Easter craze. Most other countries celebrate Mother’s Day in May (see worldwide map). In the USA, Mother’s Day is considered the third largest retail holiday of the year.
To stand out around gift-giving occasions like Mothers’ Day, brands need to provide an exceptionally convenient experience. Shoppers should be able to find the right present easily, and shipping and returns should be straightforward.
Here are 10 of our favorite Mother’s Day email examples to inspire you, along with some tips on how to make an impact with Mother’s Day marketing:
Tip: click on the images for the full email creative
1) Give the gift of experience
This email from White Stuff offers product suggestions based on different activities. This appeals to emotions by helping customers imagine spending quality time with their mother. Shoppers feel they are buying into an experience, rather than a product.
Marketers can also target product recommendations based on local weather for optimal engagement.
2) Offer gift-giving advice
Want the customer to choose your product rather than a competitor's? Use them as a “bad example”. A really strong and cheeky way of marketing from Harvey Nichols, but definitely stands out from the crowd! We loved it.
Curating ‘Editor’s Pick’ product suggestions also adds a sense of authority, and makes the email seem more personal.
3) Make it easy to find presents on a budget
This email from Kate Spade cleverly gives customers the immediate option to shop for gifts within a certain price range. When it’s clear that products are available within a budget, customers who otherwise might have dismissed the email may be tempted to take a look.
Marketers can also consider segmenting their database so that price-conscious shoppers receive recommendations for discounted products, while big spenders see suggestions for higher margin products.
Brilliant Earth offers a fun twist on helping shoppers find products that suit their budget with an interactive quiz. This serves to delight customers in their search for the perfect present and increase engagement with the email.
4) Encourage urgency with countdown timers
Placing a countdown timer into your email is an opportunity to increase urgency, as customers want to snap up a good deal before it runs out. This is especially true when a deadline like Mother’s Day is approaching!
Whistlefish combines a countdown timer with a special offer for maximum impact in this beautifully designed Mother’s Day offer.
With images served in real-time at the moment of open, retailers can be sure that shoppers know exactly how long they have left to buy.
5) Recommend the most relevant products
Thorntons recommends products based on previous behavior to help find the right products.
When providing product recommendations for gift-based holidays, it’s important to base suggestions on the shopper’s most recent browse behavior, More than one in four (26%) of consumers wish retailers would distinguish between presents they are buying for someone else, versus items they’ve purchased for themselves in the past.
Thorntons' triggered emails account for approximately 6% of all direct revenue
The Complete Guide to Personalized Product Recommendations
6) Use social proof
Social proof is an essential addition to any good marketing email, since it builds shoppers’ trust in your brand and boosts conversions. In fact, Buyagift has seen a 13% increase in sales since using social proof in their email marketing.
Lakeland uses star ratings in their Mother’s Day email to make their highly rated products stand out and give customers peace of mind when making a purchase decision. Over half of consumers (56%) look for star ratings when making a purchase, making this a nifty social proof tactic to add to your emails.
7) Use authentic images
Why not put "real mothers" in your emails? Goodwood may or may not have included a real-life mother in their message, but this example highlights the idea of including authentic people in your marketing. Showing actual customers in promotional content is an emotionally effective way to stand out from the millions of photoshopped or stock photos.
Incorporating user generated content via social feeds is a great way to incorporate personal, authentic-feeling images in your marketing emails.
8) Reassure shoppers about delivery
Delivery arrivals are always a worry for customers, especially for time-sensitive orders such as Mother’s Day gifts. Offering next day delivery can convince last minute shoppers to order from you. And even better, when it comes in a stylish way like Jo Malone did here.
9) Show sensitivity
Mother’s Day isn’t a happy occasion for everyone, and brands are increasingly acknowledging this in their email marketing. Give people the chance to opt out of Mother’s Day emails to avoid unhappy customers and show you’re a company that cares.
Download your copy of Five Easy Ways to Make Your Emails Perform Better for more ways to delight your customers with your email marketing this Mother's Day.