When it comes to email marketing, it’s crucial to have a monthly or quarterly calendar set in place. This calendar should include dates, events and holidays that are significant to your users – such as Christmas, Boxing Day, the start of a new season, or in this case, Mother’s Day.
For such events, it’s very important to send the right message. Although your product/service in question is targeting mothers, don’t forget to consider who the people making the purchase are. Therefore, the messages should be targeted towards the people looking to buy a gift for their mothers.
In this blog post, we are going to talk about the ways and examples to create a better Mother’s Day email campaign.
Creating Effective Mother’s Day Email Campaign
Keep in mind that the subject line you choose is what determines whether or not the user opens the email. When it comes to occasions like Mother’s Day, your message should include emotions, humour or warmth to show subscribers that you can relate to them. Here, your typical user is looking to show their mother appreciation by way of a thoughtful gift that you’ll recommend.
Moreover, and in order to avoid spam and writing emails with clever content, you can take a look at this post.
Another thing to keep in mind is the significance of segmentation. The more personalised the message is, the more likely it is that the customer will complete the purchase, or even become a returning customer. This is why you should send emails with different messages for each segment – even if it’s for the same campaign.
For instance, you shouldn’t send the same email to both repeat customers and new leads, because they’re at different stages in the purchasing funnel and should be targeted accordingly.
We’ll talk about this in detail as we move through our seven suggested strategies. Note that there is no right or wrong answer when it comes to choosing which one fits your eBusiness, as this is highly dependant on your customer base and the type of product or service you’re trying to sell.
Another thing we would like to point out before we move to our suggested strategies, is the importance of click rates. The whole point of your email is to encourage users to click on a specific link to your website (whether it’s the main page, the page of a product or any other destination). In order to maximise the chances of that happening, you should do the following.
- Include a lot of Call-to-Action (CTA) buttons such as ‘Shop Now’ or ‘See Collection.’
- Feature many pictures, videos or even GIFs of products with links to the website.
- Add reviews or customer feedback.
Suggested Email Campaign Ideas
Most campaigns have a launch email and additional reminder emails – it depends on the period of time in which you want to activate the campaign. We highly advise you to keep the number of emails you’re sending to a maximum of two emails per week.
The launch email should initiate the campaign and introduce it to users. As for the rest of the emails, they should remind the users to “not miss out” on the campaigns and complete their purchase while the offer still stands.
As much as they care about their mother’s happiness, it’s easy for people to get caught up with life and forget to buy a gift for Mother’s Day until the very last minute. Lucky for us marketers, we can use a sense of urgency – or better yet, remind them ourselves that the event is coming up soon. You can do this by sending them “Last Minute Gift” emails with subject lines such as: “It’s never too late to make your mum smile on this special day” or “Haven’t got your mum a gift yet? We’ve got your back!”
In such emails, it’s very helpful to feature best-selling products because the user doesn’t have much time to think about ideas for gifts.
2)Personalised Gift Ideas
While most mothers appreciate any kind gesture from their children, the latter tend to prefer to show their mums that they’ve put some time and effort into choosing a gift that’s as special as she is to them. In this case, as a marketer, you should show your users why your product or service is special and unique. To do this, you can write a short, warm paragraph about why their mother would enjoy what you’re selling. You could even feature an image of a happy mother for added impact!
3)Target Last Year’s Shoppers
For this strategy, we’ll be focusing on a niche segment: last year’s buyers for Mother’s Day. Note that you can use this strategy in parallel with another one that’s less specialised for the rest of the users.
It’s always easier to get repeat customers than to convert new ones since they’ve already established a relationship with your brand. By constantly sending them newsletters, you’re nurturing that relationship over time. This email could be more personalised since the target market has already purchased from your eCommerce shop before. You can feature products based on their previous purchasing behaviour to maximise the odds of them repeating the purchase.
4)The Traditional Gift Guide
No matter how much time and effort people put into finding the right gift for people they love, it’s not unusual for them to be unsatisfied with what they find. Therefore they often keep looking for better options – sometimes even after making a purchase! This is why it’s always a good idea to send an email to subscribers featuring a gift guide. Make sure to diversify the types of products you’re including in your email to attract a wider variety of customers. This will help the customer make up their mind and hopefully make a purchase.
5)Discounts and Coupons
As with all campaigns, incentivising your users is a very effective way to convert them. The ideal way to achieve this is through discounts and coupons. For instance, an offer that will give them 10% off their Mother’s Day purchase, free shipping or for every £100 purchase get 5% off. You can even create bundles of products or services for Mother’s Day and sell them together at a discounted price.
6)Use Reviews and Success Stories
Sharing reviews and customer success stories are one of the best ways you can strengthen your relationship with your leads. In order to encourage your leads to become paying customers, you’ll need to build trust. A more specialised way of approaching Mother’s Day could include stories of customers who have already purchased Mother’s Day gifts from you. Even better – try to show users the reactions of mothers who have previously received gifts from your online shop.
7)Matching Products or Services Together
Another creative way to capture your users’ attention is to broadcast the idea of matching products. We know how much mothers enjoy feeling connected to their children, especially after a certain age. They also like sharing memories and spending quality time with their children. This is why you should market the idea of family, mother/daughter or mother/son bundles.
We’ve now established that email marketing is a very effective and cost-efficient tool if used correctly. However, we cannot deny the fact that it can be quite time consuming. You have to think about everything including the email calendar, the segments, the strategies, the optimised scheduling times and dates, the content and more.
So, with this in mind, remember you can get around this all while increasing your eCommerce store revenue by up to 22% – how? All you need to do is invest 15 to 20 minutes of your time per week and EmailPulse does the rest.
EmailPulse uses real human experts and AI to generate a weekly, behaviour-based campaign strategy, a ready to use email template and content for your eCommerce store. It also analyses past data and recommends your optimised email send dates and times accordingly.
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