ARTICLE – Mother’s Day Email Marketing Ideas
This means you need to start planning your email marketing now even if your organization isn’t likely to act until the last minute.
Psychology and Opportunity
More than any other holiday, Mother’s Day is as much about the giver as it is the receiver.
Mother’s Day is also loaded with a lot of emotional triggers; love, appreciation, and even guilt.
Needless to say you can use these triggers to drive response rates, all while to helping direct your customers toward the perfect gift or experience.
But this holiday is not only for retailers or those that sell services geared towards mothers.
All marketers can use Mother’s Day to show that they are real human beings with real moms. Even B2B email marketers (like Indiemark) can give their customers ideas, inspiration, or simple shout-out to the mother’s on their list.
Here are a few email marketing strategies and tactics you can use to plan and execute a rewarding email program this Mother’s Day:
Show Them the Way
Many prospective buyers don’t have the time or talent to pick a word-class gift. So help them decide with gift suggestions.
If you’re short on time and resources you can find success by simply showcasing your most popular ideas, creating packages and upselling with Good, Better, Best options.
More sophisticated marketers, on the other hand, can also segment their way to success. According to this DM News article marketers can use gender and age demographics to fine tune their recommendations. And if past behavior is truly the best predictor of future behavior, then organizations can tap into historical purchase information and in turn reference previous Mother’s Day purchases or find a relationship between what customers like to buy and what products are hot this year.
Get In Early
According to data compiled by eDataSource the traditional flowers and candy marketers are not yet in full swing until two weeks before Mother’s Day.
You can use this window of opportunity to provide your customers with great suggestions, incentives and peace of mind in knowing that they can check this one off their to-do list.
Want to take it even further? Consider sending an email-exclusive, early bird offer to reward loyal subscribers.
Bust Through the Clutter
Once the email volume really picks ups, roughly 10 days prior to the holiday, you’ll want to be creative with your subject lines and offers.
Don’t be afraid to scare them; subject line “Yikes! Mother’s Day is next Sunday. Perfect Gifts Under $5O”. Don’t be afraid to stand out; subject line “If Momma Ain’t Happy, Ain’t Nobody Happy!”. Just don’t be afraid.
This will give you a better opportunity to ensnare and persuade your customers, before they give in to the default choices.
Last Minute
In the final days, things are really heating up. Now you’ll want to offer a solution that works for procrastinators. For offers, think guaranteed delivery and gift cards as well as high-end products and high-priced packages. A rushed shopper will gladly pay the price for their lack of planning.
If you have the available demographics, you can target the moms on your list with a Treat Yourself campaign. This segment also presents potential to marketers who reach moms in the weeks after the holiday is over.
Post Holiday
Mother’s Day email open rates peak after the holiday according to this survey from Experian CheetahMail. The data reveals an opportunity send follow-up emails after the holiday is over to convert cautious shoppers or those who have not yet seen their mothers. Some shoppers may also be waiting for further discounts on products. Just be sure to suppress those that have already made Mothe’s Day purchases.
Need Some Mother’s Day Marketing Inspiration?
May the following quotes rouse your marketing spirit and lift your heart.
- No gift to your mother can ever equal her gift to you…life. — Unknown
- Mothers hold their children’s hands for a short while, but their hearts forever. — Unknown
- We never know the love of the parent until we become parents ourselves. — Henry Ward Beecher
- A mother is a person who seeing there are only four pieces of pie for five people, promptly announces she never did care for pie. — Tenneva Jordan
- The most important thing a father can do for his children is to love their mother. — Unknown
- All mothers are working mothers. — Unknown
- Being a full-time mother is one of the highest salaried jobs since the payment is pure love. — Mildred B. Vermont
- When you are a mother, you are never really alone in your thoughts. A mother always has to think twice, once for herself and once for her child. — Sophia Loren
- There is only one pretty child in the world, and every mother has it. — Chinese Proverb
