Before Mother’s Day arrives on Sunday, May 8th there’s some business to handle. Flowers to buy, cupcakes to bake, gardens to weed – you know the drill. And if you’re reading this, there’s other business, too, like how we’re going to get some sales with Mother’s day emails.
Mother’s Day is important. Not just because moms are awesome, but because this isn’t some minor holiday.
The National Retail Federation put together some astounding metrics.
Nearly 85% of Americans celebrated Mother’s day last year. Moreover, $21.2B was spent on Mother’s Day gifts and the average person spent $173 on gifts in 2015.
As a comparison, about $7B was spent on Halloween and $19B was spent on Valentine’s Day last year. Mother’s Day is the third largest holiday by spending, that is, if you consider going back to school a holiday.
Yeah, we’re talking about a pretty big thing here, so how are you going to make the most of it?
We have one idea – some relevant, personalized and awesome emails, of course. Let’s jump into some tips and ideas, first. Then, take a look at examples from the biggest eCommerce brands down here.
Heads up – while the tips and ideas we discuss can be accomplished with other email marketing platforms, it can take a bit of work. With Remarkety, it’s simple to segment customers based on order history and much more. We were designed for eCommerce first. If you’re interested in learning more, try Remarkety totally free.
Last Year’s Shoppers
When it comes to delivering Mother’s Day emails, you definitely want to target customers that bought from you last year around this time.
You already spent how much to acquire them in the first place? I reckon that number is pretty high.
To target those customers in Remarkety, you’ll want to choose the ‘Inactive Customer Campaign’ and then target customers have that haven’t placed one or more orders in 330-360 days. You might want to include customers that haven’t placed an order in 360 to 390 days to increase exposure.
Mommy-Radar
Use your “mommy-radar” and look for clues in your inventory that may indicate which customers might be moms.
Are there products you sell that are typically purchased by or for moms?
If so, segment newsletters or order followups by those products and deliver a super relevant message about Mother’s Day.
Heck, even if you have fringe-products that maybe aren’t just purchased by moms, I’m sure those customers know a mom.
Everyone knows a mom.
Product Recommendations
We would typically recommend that you let Remarkety’s algorithm pick out the product recommendations displayed in emails, but Mother’s Day is an exception.
While we have many types product recommendations to include in emails, you might want to manually pick the products displayed.
For example, if you have special Mother’s Day-themed items, you would definitely want to push those items onto customers.
That’s why you might want to add these product recommendations to not just Mother’s Day-themed emails, but your abandoned carts and other automated emails, too.
You can read more about our product recommendations here.
Coupons, Discounts, Sales
Offering coupons and discounts is such an excellent way to generate sales.
Tell customers about the discount in the subject line or in the pre-header text and you’ll see opens, clicks and conversions sky-rocket.
The Gift Guide
Creating a gift guide for Mother’s Day is invaluable for people that are bad at picking out gifts. .
Gift guides are especially helpful if you think your mom might not be a fan of the last minute bouquet of flowers you buy from the grocery store. Every year.
Here’s a great example of a gift guide by TRNK.
Spray-and-Pray
Usually we don’t offer advice in the form of a cliche or an email campaign that isn’t super personalized, but Mother’s Day is just one of those exceptions.
Remember, we’re talking about one of the largest holidays in the United States. This is a big deal, like the holidays in December.
If you’re selling products that aren’t necessarily super related to Mother’s Day – that doesn’t mean you can’t celebrate.
I know a lot of people that celebrate Cinco de Mayo and they don’t the first thing about the Battle of Puebla.
Anyways, consider delivering a newsletter with a coupon or about a sale that falls on Mother’s Day. Remember that graph above? Coupons work.
And if you’re using Remarkety to deliver the newsletter, you’ll be able to see the sales you’re generating from the campaign. See below.
When to Send Mother’s Day Emails
For starters, don’t wait until the last minute. That’s why your first email about Mother’s Day should have went out already or, like, right now. No seriously, if you haven’t sent out a Mother’s Day email get to it.
Mother’s Day falls on the weekend and people get pretty lazy on the weekends. Shoppers engage with email far less on Fridays and Saturdays. We have a handy infographic about best times to deliver emails here.
But before you rush ahead and start designing emails, take a look below at how some of the biggest brands are doing Mother’s Day.
Mother’s Day Email Examples
Here are how some brands are already ramping up for Mother’s Day. We’ve included the brand in bold and subject line in italics.
Williams-Sonoma
Today Only! Perfect Pick for Mom Under $40 – In Stores & Online
Groupon
Make Meaningful Moments with Mom
Shinola Detroit
Breakfast in bed, flowers, and these…
Tasting Room
♥ The absolute best Mother‘s Day gifts from $24.95 ♥
TRNK
Just 2 Weeks Away From Mother’s Day
Not using Remarkety and interested in giving us a whirl before Mother’s Day? Start a free trial today.
Already using Remarkety and need a helping hand? Drop us an email.
If you liked this article, here are some others you might like:
– Abandoned Cart Email Examples
– eCommerce Email Marketing Benchmarks
– Types of Product Recommendations Explained
