It may still be a month away, but chances are you’ve already started to receive Mother’s Day marketing campaigns in your inbox.
And when you look at the stats behind Mother’s Day, it’s no wonder that email marketers are already sending Mother’s Day emails.
Mother’s Day is actually the second-largest spending holiday in the US and this year more than 8 in 10 consumers will celebrate Mother’s Day, spending an average of $205 on gifts.
And it’s not just flowers and brunches consumers splash out on either.
Online merchants are also in a particularly good position to make the most of the holiday with over half of consumers planning to do their shopping online.
So to help you make the most of the opportunity Mother’s Day presents, we’ve put together this collection of the best Mother’s Day email campaigns from previous years.
We’ve also made sure to include a variety of different email designs and strategies to give you plenty of inspiration and ideas to go away with.
Mother’s Day email examples
1)Tom’s example of a typical Mother’s Day email
Tom’s campaign is your typical example of a Mother’s Day email.
It’s got all the main elements: product imagery, interesting copy, and a clear call-to-action (CTA) button that directs people to their store.
Although it’s not a sale email with no mention of any offer or discount, if you’re looking for a good example of a Mother’s Day campaign to base yours on, this is it.
If you are running a Mother’s Day sale, then you’ll definitely want to include it in your email as well.
2) Steven Alan’s creative use of copy
This campaign from Steven Alan is another example of a typical Mother’s Day email.
While the addition of products in the email will help entice customers to click through to their store, what makes this email stand out from other Mother’s Day campaigns is its creative use of copy.
Suggesting that their customers thank their moms for ‘carrying them’, ‘watching over them’, and ‘tying their shoes’ lets them tie their products into the campaign nicely.
3) Brilliant Earth’s email gift guide
Many Mother’s Day emails will include a link to their online gift guide or include a sample of products from different price points or for different kinds of moms.
Both of these are great strategies especially when people tend to struggle with coming up with gift ideas on their own.
Brilliant Earth however has taken things a step further with their gift selector quiz.
Based on their answers to a few questions about their moms, customers are recommended a particular selection of gifts.
While the end result isn’t much different from a simple gift guide, including a quiz will increase engagement with your email campaign and make your customers feel like your recommendations are more personalized to their moms.
4) Artifact Uprising’s staff picks Mother’s Day email
Artifact Uprising has taken a different approach to providing their customers with gift ideas in their Mother’s Day email.
Instead of just including a sample of products as a gift guide, they’ve gotten some of their staff to showcase what products they’re buying for Mother’s Day.
Not only is this a creative idea that few other stores will implement but it also adds a personal touch to their email campaign.
The other great thing about this email is how it includes who the staff members are purchasing the gifts for. This shows it’s not just mothers people buy for on Mother’s Day, but also wives, sisters, and anyone who fills a motherly role.
5) Everlane’s free shipping campaign
Free shipping can be an incredibly enticing offer, especially when shipping costs are one of the leading reasons for online cart abandonment.
So it’s no wonder then that Everlane has decided to offer free fast shipping to their customers to ensure their gifts arrive in time for Mother’s Day.
This Mother’s Day special will be particularly tempting for those last-minute shoppers who have left purchasing Mother’s Day gifts late again.
The other great thing about this email is how it showcases candid photos of moms. This adds a personal and heartfelt touch to what would otherwise be a fairly uninspiring email.
If you’re planning to send an email about free shipping, you’ll want to check out our collection of free shipping subject lines to help boost your open rate.
6) Jo Malone’s shipping deadline email
Whether you’re offering free shipping or not, one of the biggest frustrations shoppers face with purchasing gifts online is making sure they arrive in time.
To help alleviate this problem, Jo Malone has included a fixed cutoff time for customers to place their orders by to ensure delivery before Mother’s Day.
This gives shoppers peace of mind and can save you having to answer customer inquiries about whether their order will arrive in time and dealing with upset customers who ordered too late.
For more tips and inspiration, check out our post on shipping deadline emails here.
7) Michael Kors’ heartfelt Mother’s Day message
Michael Kors’ Mother’s Day email is an incredibly simple campaign that just includes a happy Mother’s Day message.
This is a simple email that you can easily replicate and send on Mother’s Day itself.
While it may not generate that many sales compared with a more traditional Mother’s Day sale email, the benefit lies in how it strengths your brand with your customers.
8) Yellow Leaf’s sale email with countdown timer
Yellow Leaf’s Mother’s Day email is an example of a campaign that’s focused on generating sales. Especially with the countdown timer at the bottom.
Literally counting down the seconds until Mother’s Day and when your sale ends is a great way to create a sense of urgency and compel shoppers to visit your store and make a purchase.
To create your own countdown timers, you can use a free service like Sendtric which gives you an HTML snippet you can then include in your campaigns.
9) TJ Maxx gift card email
Sending a gift card that people can use electronically is the savior of choice for those who have left shopping for Mother’s Day gifts too late or just completely forgot.
This makes this email from TJ Maxx a great option to send on Mother’s Day. Especially if you’re online-only and don’t have a physical store people can duck into.
Just make sure to send it early in the morning on Mother’s Day or the night before when people are panicking the most.
10) Puma’s Mother’s Day drawing email
If you’ve ever felt you can’t match the email design of the bigger brands, don’t.
This Mother’s Day email from Puma shows that you don’t necessarily need great imagery to send a great campaign.
Granted, you’re probably not going to get away with a children’s drawing for any other campaign, but there’s no reason you can’t go with one for Mother’s Day like Puma.
The rest of your Mother’s Day email campaign
Hopefully you now have plenty of inspiration for what to include in your Mother’s Day emails.
But email marketing is more than just sending great emails.
To ensure your emails get opened and read, you need to give them a compelling subject line that will stand out in your subscribers’ inboxes.
Especially when a third of your email list decides whether to open your email or not based entirely on its subject line.
Luckily, we also have a collection of Mother’s Day email subject lines to help your campaign succeed.