4 Tips to Do Mother’s Day Email Marketing Right

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ALERT: Mother’s Day is May 14th!

Mother’s Day is that wonderful time of year where we commemorate all the selfless love and tireless efforts of our Moms — and marketers try to find the right tone to generate maximum revenue.

Think it’s worth your while to put your best foot forward in your email marketing? Here’s why you should:

Mother's Day spending

Consumers are likely to spend an average of $186.39 for Mother’s Day, up from $172.22 in 2016. 85% of customers are expected to splurge on the big day with total spending reaching $23.6 billion, the highest in 14 years.

Mother’s Day is a great opportunity for the email marketers to build their brand image and generate greater conversions by connecting with their subscribers on a personal level.

Here are some email marketing tips that can help you in enticing your subscribers to make a purchase.

1. Use Emotional Appeal and Urgency in Your Subject Lines

Mothers can conjure up all kinds of emotions in their kids. Leverage these emotions (in particular, guilt and love) in your subject lines to drive action. You can also target the procrastinators in your listand offer them “Free Shipping” or “Last Chance to Get Discount.” These emotional triggers play a major role in driving email conversions.

2. Maximize Your Preheader

Highlight your main offers like discount coupons and free shipping in the preheader—or simply write a warm Mother’s Day wish.

3. Make Your Email Content Interesting

Make the email content interesting with images or GIFs and relevant copy supporting them – as per your brand and industry. Include product recommendations according to the gender and age demographics. Also, take into consideration past purchases to determine what the Moms would like to receive.

REMINDER: Your subject line, preheader, and email copy should all be in sync. Your email copy should be such that the subscriber gets enticed to scroll through the entire email and click through your desired call to action.

4. Try a Unique CTA

Put on your thinking caps and test a unique CTA like “GIFT TO MOM” or “MAKE MOM SMILE” instead of the usual CTAs like “BUY NOW” or “SHOP NOW”. Make sure the CTA color matches the overall theme of your email but still stands out.

Sur La Table tries a different angle:

Sur La Table - Mother's Day

Sur La Table has made brilliant use of preheader text to entice the subscribers to open the email with an emotional appeal. The images, content and CTAs are perfectly in sync with the overall theme of the email which makes it a winner.

Check out another email example by GODIVA:

GODIVA - Mother's Day Email

Preheader text brilliantly cross-promotes the giveaways for Administrative Professionals’ Day followed by a banner incorporated with a CTA.

They offer subscribers a Mother’s Day Gift Guide to help them decide on the perfect gift for Mom. That’s a great idea to generate more conversions. The entire email is so beautifully designed that the subscribers are surely tempted to check out their chocolates and making a purchase.

Final Thoughts

If Mother’s Day is a holiday where your product makes sense to promote, don’t forget about this highly marketable opportunity. If you’re not sure about how to approach Mother’s Day or other upcoming holidays (Father’s Day is in a month!), InboxArmy can help.

Take a look at our full-service campaign management packages now.

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About Author

Scott has been living and breathing email marketing since 2007. With both agency and client-side end-user experience, Scott brings a unique perspective to email marketing that combines best practices with real-world-tested strategy and tactics.

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