Average customer spend on Motherâs Day? $220!
Goes to show: everyone loves Mom (and theyâre willing to go beyond to prove it).
Last yearâs Motherâs Day global spending reached a sweet $31.7 billion thanks to the extraordinary marketing campaign efforts of brands year on year.
If you havenât started planning your motherâs day email campaign already, thereâs still time.
Weâve put together some amazing motherâs day emails and best practices that might help you jumpstart your efforts.
1. Enhance the perceived value âPerceived valueâ presents an excellent tactic to connect with customers on a deeper level.
Itâs often the reason why a customer would pick your product over a competitorâs.
Several ways to enhance it, and one of the best ones includes associating with a charitable cause.
Hereâs how Tomsâ one-for-one campaign to contribute to society with every product purchase hits motherhood deep.Â
âWhat works:
The word âhelpâ intrinsically drives you into action. In their byline, TOMS clearly explains how a customerâs direct involvement can help another person. Goes a long way in building goodwill. We love how the brand uses minimal copy and yet every word serves a purpose. This urges the shopper to take action without overwhelming them with cognitive effort. 2. Ease delivery concerns with free shopping With a day like Motherâs Day, customers are always concerned that the order will not reach in time.
When you assure them it will (and offer free shipping & expedited delivery), this helps ease their anxiety and encourages them to shop with you.
âEverlaneâs free shipping email is as simple as it gets.        Â
âWhat works:
The âToday-Only: Free 2-Day Shippingâ offers a realistic timeline for delivery and eases customer anxiety. We love that they call out the fact that several customers arenât with their mothers on the day. This pulls on the emotional aspect (something that is VERY dominant on Motherâs Day) and also encourages them into a solution. Here's an interesting read: Free Shipping Still a Conversion Driver in 2023? (+ Brands Nailing It) 3. Break down product catalog with a quiz Motherâs Day can be confusing for people (especially sons who arenât always on the same page). Make it easier for them.
More often than not, customers actively participate in quizzes because they are interested in the purchase, donât have the time to go through an entire product catalog , and want to checkout as quickly as they can.
These customers are a goldmine. Indulge them with a short series of lifestyle-related questions and offer solutions that will benefit them.
Brilliant Earth does this extremely well by providing a 3-part questionnaire and recommends product categories based on the answers given.
âWhat works:
Quizzes require customers to put in some cognitive effort and look at your offerings, getting you one foot in the door. All categories come with product recommendations across budgets, helping customers further break down the catalog into their best fits. PS: While an email is a good way to initiate such a discussion, itâs best to back it up with a more informative quiz on the website. Convertcart can help you with this.
4. Get personal (step away from the sales) Whenâs the last time you called your Mom? Exactly.
Chances are itâs been a while for your customers too. Call them out on it (theyâll appreciate it) and use this day to encourage their relationship.
Sometimes, a Motherâs day wish can just be a Motherâs day wish, no strings attached.
Tuft & Needle, a mattress and bedding brand, shows they care about moms worldwide with simple yet strong advice to all those busy Gen Zâs and millennials out there.
âWhat works:
The âCall Your Momâ campaign breaks through the branded lens of marketing and often highlights the personal touch between a customer and a business owner/operator. The copy is emotionally driven, encouraging customers to recognize the hard work of their mothers AND stays away from the salesy aspect of Motherâs Day. We know this builds goodwill. You'd also love to read : 21 Last-Minute Mother's Day Marketing Ideas For eCommerce Stores
5. Build an experience around your products 36% moms want something handmade as their Motherâs Day gift.
They want their kids to put in effort on the day. Help them do that.
Showcase the different ways in which customers can use your products to set up a larger celebration for their mum: perhaps a dress for date night, condiments for them to cook with, body scrubs to set up a spa day.
Allset, a marketplace connecting restaurants and local diners, believes a home-made meal is the best way to celebrate Motherâs Day.Â
They are ready to help millennials and Gen Zâs with recipes (and something extra) that might bring them closer to their moms.
âWhat works:
Calls out to the emotional appeal by telling customers Moms are the best AND they know how to bring them closer. Considering this campaign was close to the pandemic, we know thatâs crucial! Offers a variety of experiences customers can have with their mothers using the products they have to offer. Encourages a low-effort approach with a virtual gathering (great for busy customers living away from home). Extra discounts & referral nudge 6. Give them the option to opt out The harsh reality is that Motherâs Day often isnât something all customers can celebrate. If anything, it may make some customers sad as well.
Bombarding them with Motherâs Day email campaigns will only turn them off. Instead, you may want to be mindful of their needs and let them know beforehand that your campaign is starting but they have an option to opt out.
This will help show your customer-first approach.
FreeFly Apparelâs simple yet sensitive messaging puts the ball in the shopperâs court to do the deeds.
âWhat works:
Customer-first tone and messaging that is mindful of the differences and empathetic to customer needs Single-click opt out options for Motherâs Day and Fatherâs Day emails that offers convenience Highlights the brandâs commitment to only sharing content that resonates with their shoppers 7. Highlight the value add Remember: the best gifts are often those customers can use every day.
Whether itâs an electronic product that can help working moms, maternity wear for moms-to-be or senior-friendly gadgets for retired moms, find something they can use every day and build on it with a benefit-focused approach.
Apple draws parallels with working moms through high-performance products that they can use for various purposes.
âWhat works:
Image-heavy design filled with colorful whitespace and vivid images depict its applications/modes of usage Benefit-focused copy that helps the customer match products with momâs persona through a rundown of uses Free two-day delivery nudge and alternative financing options that bring in customers with a final nudge Fancy some nudge marketing examples? Here are 30 Best Examples of Nudge Marketing in eCommerce 8. Donât forget the moms-to-be Thatâs the thing about Motherâs Day: it celebrates Mothers of all ages.
In fact, 60% of pregnant women anticipate a Motherâs Day gift. Think about how your brand can help alleviate the issues they experience in their journey: bath salts that ease pain, snack boxes with food thatâs safe for their consumption, apparel thatâs maternity-friendly, jewelry to brighten their day, etc.
Pai, a skincare brand, promotes a stretch-mark remover for pregnant women.
âWhat works:
Witty copy with âMotherâs Dayâ stretched out to âMothers-to-be Dayâ; instills a sense of inclusivity Clear visual hierarchy with minimal design elements that keep information overload at bay 9. Check in on the last-minute shoppers Customers procrastinate. Itâs a fact.
Account for these last-minute customers in your Motherâs Day campaign.
Ensure you have products that are ready-to-ship and delivered the same day or the next. This will help encourage customers to choose you over a competitor that canât offer the same.
Hereâs how Miadonna does this. They write their email content in a light-hearted and casual way to make the users action it as quickly as possible.
âWhat works:
Displays a sense of urgency while being empathetic with âReady-to-Shipâ products that can bring in the last leg of customers. âOrder by noon todayâ sets a deadline and prompts customers into action. 10. Bring in the people What a cool way to personalize your emails! Talk about breaking the fourth wall.
Itâs important to remember: people like connecting with other people. Thatâs why weâre always trying to humanize brands. Perhaps the best way to do that is with a Staff Picks collection, like Artifact Uprising has below.
âWhat works:
Clean visual hierarchy that introduces the people behind the brand and puts the focus on them Layered template to make it mobile-friendly and plenty of CTAs for customers to get the guide, see staff picks, and use the coupon code Coupon code âFOR MOMâ also builds an emotional appeal 11. Have something special for everyone Every person is different, right? Not every shopper deciphers the fashion sense of their loved ones.
In that case, the best idea is to narrow down your target persona and recommend products that suit their lifestyle.
For example, if a mom loves to wear black for any outdoor gathering, she might need colorful, matching handbags, earrings, and so on.  Â
J. Crew reinvents their brand with a contextual title. The fashion brand details the contents of the bundle so customers can be certain theyâre purchasing a gift that their mother will love.
âWhat works:
Addresses a specific category of moms who have a unique fashion sense and offers relevant product recommendations Excellent incentives pre-event (free shipping and gift wrapping) and additional discounts for the day (available in-store and online) You might like: Product Recommendation Strategies, Examples, Do's/Don'ts 12. Show off your curations Make hay while the sun shines. Take full advantage of Motherâs Day to announce the new launch of a product line in the womenâs section.
Be sure to include an âEditorâs Pickâ section to personalize the email further.
We love this concept from Birchbox.
âWhat works:
The copy: theyâre calling out the appeal that theyâre the best AND that itâs done better while also highlighting the value-add The visual hierarchy is clean & designed to direct the customers to the âGift Nowâ CTA 13. Simplify product catalog & categorize for preferences Customers like seeing a list of things they can pick out of: breaking down your entire catalog to fit segmented audiences makes the game significantly easier.
When you categorize products by budget, lifestyle orientation, or even customer personas, youâre making the process easier for customers and reducing the cognitive effort required by them.
Goes a long way. See how Kate Spade does that below.
âWhat works:
The problem statement in the headline is relatable to the audience and the hero image displays their best-selling product, showing customers the problem AND a solution Category section caters to all audiencesâbudget (shop under $100 and under), premium customers (classics), frequent shoppers (indulgences) The additional gift option drives an incentive & extra push and helps seal the deal You must also check out: eCommerce Email Copywriting: 20 Game-Changing Tips
14. Encourage urgency with countdown timers Motherâs Day presents an emotionally-driven campaign. Stuff like urgency tactics & psych triggers actually work even better here.
Go ahead and bring in countdown timers but be mindful of them.
When implemented tactically to compliment an email strategy, countdown timers can see an increase in click-through rate of up to 30%.Â
The key when using countdown timers and similar urgency tactics, is that the information should be useful to the shopper, helping them to make their minds up.
Hereâs how Thorntons does it.
âWhat works:
Headline indicates a final reminder email with the âlast chanceâ nudge Creates an urgency nudge by issuing a deadline and backs it up with a countdown timer that plays on that urgency 15. Get creative with your copy Sometimes, a good wordplay is all you need to send out a strong message on Motherâs Day!
Promoting your bestseller as the âmotherâ of all does get viewer attention.Â
If you recommend products by highlighting their health benefits, moms are most likely to buy from you.  Â
Hereâs how the Californian wine brand Fitvine promotes their low-sugar, vegan, premium wine bottle (keeping diabetic moms in mind).
âWhat works:
Promotes their best-seller as the mother of all wine to get contextual Discount and a coupon code with a deadline to create urgency Great use of real estate to display the product More on eCommerce copywriting: 23 inspiring examples from the US 16. Tell customers WHY they should extend gratitude Motherâs Day is the best occasion to say thanks.
Whether mums are younger or older, they can all remember the day of birth & raising their kids like itâs tomorrow. Build on that and encourage customers to give gratitude.
Hereâs how Steven Alan does that with age-agnostic products.
âWhat works:
Hero image includes a virtual gift card with a âthank youâ note to honor all moms Recommends 3 categories of products that are appropriate across generations Creative use of copyâthanks mothers for âcarrying them,â âwatching over them,â and âtying their shoesâ 17. Address moms directly (and offer giveaways to their children) Not everyone is old enough to buy gifts for their moms.Â
Target all those aspirational moms who are in the know about the current fashion trends.Â
Encourage them to pass on their fashion statement to their kids.Â
Womenâs fashion brand Shoe Dazzle addresses moms directly and helps the next generation mirror their fashion sense.       Â
âWhat works:
Displays the deal in the headline to promote their new arrivals, while nudging the user to sign up for a VIP membership â#MOMGOALSâ supported by âShow your mini-me how itâs doneâ adds more context and emotions to the realistic image that follows Product recommendations followed by pictures of social media influencers instill trust while the #300 giveaway builds incentive 18. Remind them with a gift guide Want to get one foot in the door? Make âem smile.
Humor goes a long way in boosting brand recall by humanizing the brand and making the email seem less promotional.
Jack Spade unleashes its comic sense to engage with their subscribers, while also ensuring that it is in line with their branding.Â
âWhat works:
Witty and relatable copy which is also on-brand Different use of font sizes guides the user to the CTA Emailâs header is in line with what the user might find on the websiteâcreating brand familiarity 19. Think of all the moms/friends in the neighborhood too (budget-friendly deals are a huge plus) Letâs not forget: Motherâs Day isnât only for moms.
Itâs also for step-moms, grand-moms, adoptive moms, aunts who became momsâŚ
Customers are celebrating the day with all kinds of mother figures. Encourage them to reach out to all of them. This can be with a small gift, a shareable asset, or even digital cards alike.
âWhat works:
Simple & crisp design work that highlights the copy and calls attention to the emotional appeal of Motherâs Day. Lays out the convenience of this option while also reminding customers that this is a free service, often run as an act of goodwill or value-add to a purchase. 20. Plan an experience for them Motherâs Day is also about celebrating the day together: 57% of customers invest on special outings. They often get additional gifts alongside this.
Itâs all about finding the common ground here. Find a way to involve your brand into special outings and help them build the day with your products.
Entertainment brand SeatGeek recognizes the different interests of a family and steers their campaign based on common ground.
âWhat works:
Simple SMS creative which is easy-to-understand by anyone and is super relatable Personalized headline that encourages an experience that they both can share (something a fair percentage of customers want) 12 Persuasive Subject Lines for Motherâs Day â
1. Are you set for Motherâs Day?
2. Motherâs Day Shipping Cutoff is SOON!
3. 18% Off The Way To Momâs Heart
4. Nourish the one who nurtures you | Mother's Day â¤ď¸
5. Perfect Gifts For Any Mum | Silk, Pyjamas & More
6.đGifts for Mum? You're Getting Warmer...
7. For Moms, by Our Moms - A Nimble Gift Guide đ
8. Mother's Day Gifts She'll Love
9. It's not too late! Order personalized gift now to receive by Mother's Day
10. đ¨LAST CHANCEđ¨: Order By 5/6 for Mother's Day Delivery
11. Mom Deserves the Best - Give the Gift of DIY!
12. OOPS, WE OVERSTOCKED đ¤ˇđŚ MOTHER'S DAY SURPLUS SALE!
Final words Designing a well-crafted email campaign must be as hard as finding the perfect gift for moms. Itâs our hope that our roundup of some amazing Motherâs Day email campaign examples inspires you to get your own creative juice flowing.Â
Itâs time to jump in and start planning. Remember, the sooner you begin your email campaigns, the better. Get ahead of your competition and start rolling out your best deals.
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