6 Mother’s Day Email Marketing Campaigns To Learn From

Mother’s Day, an established holiday, it’s a time where inboxes will be full of promotions to entice shoppers. It’s a great opportunity to take the day and make it work for your brand. Here are some of our favorite examples.

Preferences matter


Radley have sent emails to their customer base ahead of time, to ask if they’d prefer not to receive Mother’s Day emails. This is a trend we’ve seen grow in prominence over the past few years, and with good reason. Mother’s day can be hard for some people, for a whole host of reasons.

If you’re planning on sending more than one email about Mother’s Day, it’s a nice touch to give your subscribers the chance to opt out. It’s a way your brand can show your customers that you care about their emotional well-being, thereby strengthening the relationship, and it makes business sense too as you are giving people another option to unsubscribing in full. The same goes for Father’s Day too, so if these are dates your brand tends to celebrate, you can always include these sometimes sensitive holidays in your preference center too.

Loyalty rewards


In this email, exclusively for ‘VIP’ members, which is Hotel Chocolat’s loyalty scheme, Hotel Chocolat have partnered with the brand thortful, who send greetings cards designed by independent creators. By partnering with thortful, Hotel Chocolat are offering something different to their VIP members. By offering something they don’t sell, it feels more valuable than a discount code or free gift, it is truly tangible for the customer.

The campaign also showcases some products, a spend and save offer, and gives the option to opt out of future Mother’s Day emails. It’s got it all.

Smart messaging


This email from jewelry brand Monica Vinader drops the Mother element almost instantly. A subject line ‘Gifts handpicked for Mother’s Day’ leads into an email that focuses on the message ‘To the women who inspire’. Strong imagery set the scene for the brand and a personal quote from their founder, introducing the edit, explaining it is for all of the women who inspire you is a great touch.

This ensures the email appeals to a wider audience, and glosses Israel Phone Number List over what can be a sensitive subject. The email goes on to showcase a few product picks and offers a gift guide CTA. The campaign also highlights their gift wrapping service with the messaging: ‘When you can’t say it in person’ – as many people won’t be seeing their mother, or mother figure on the day, this is a smart upsell to keep emotion into the sometimes detached act of sending something online direct to recipient.

Flip the narrative


Mattress company Purple acknowledge the day, but flip it on it’s head by saying treat yourself. This is likely due to the fact that mattresses are a high price point and a personal choice, which doesn’t lend itself to gifting. By swapping the messaging to be about the recipient treating themselves, it makes business sense. We love to see brands take on these occasions and make them work for them.

You might think mattresses and Mother’s Day don’t go hand in hand, but it’s no secret that most mother’s are sleep deprived. The change up in traditional messaging, along side the image used is a powerful combination, they’ve done a great job of making their product relevant. Purple have also showcased some of their lower price-point items you’re more likely to impulse buy, such as pillows and pajamas which is another clever move given the campaign context.

A gift guide


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