Nowadays, Mother's Day campaigns are very common on social media, as well as advertising campaigns on television. Other channels also show this trend, such as email marketing .
In any of your seasonal marketing campaigns (i.e. marketing actions related to relevant days such as Mother's Day) it is important to find a balance between valuable and promotional content.
If you are totally focused on sales, it is possible that your audience (clients, potential clients, prospects, etc.) will feel saturated by seeing your content and, in the case of email marketing, they will not read (or even open) your emails.
To achieve the best response from your readers, here are some tips that you austria phone number list can include in your email marketing campaign, and in your overall marketing strategy.
1. Send a congratulatory message
Whether or not you have an online store, it is always a nice touch to send a congratulatory message to all the people who are involved in caring for children or adults.
In the following newsletter example, Adidas begins by dedicating a few words and recognizing the hard work of mothers.
2. Create a special design for Mother's Day
We recommend creating a cute and special design with a Mother's Day theme, but also one that still makes your brand easily recognizable and matches the image of this one.
In the example below, you can see how Gucci makes sure the newsletter has a special Mother’s Day feel, showcasing options for the perfect gift, while still delivering on its branding from start to finish.
3. Let moms be the protagonists (and not the products)
While including gift ideas in your digital marketing efforts is great, you can make better campaigns by adopting a more human touch, with a focus on mothers and their everyday lives.
Massimo Dutti, for example, not only includes product recommendations, it also has a section on its latest editorial project: "Paper magazine", in which it shows its latest edition "An insight into model Mothers" in homage to motherhood, fashion and music.
4. Last minute gift ideas
Don't forget about last-minute shoppers in your online marketing campaigns: your emails can contain gift ideas so that they buy what they need in time. With the right subject line and content, you will have the full attention of those who need help urgently.
Learn how Rituals targets last-minute shoppers in their Mother’s Day newsletter. Instead of overwhelming the email with ideas, they include very specific recommendations and their best-selling products:
5. Guide new buyers in purchasing products
There is something you need to keep in mind: on Mother's Day, it is not usually your regular buyers who are looking for your products, but rather those people who want to give something to your segment, so it is possible that at this time you will have more first-time buyers who do not know your product very well.
The newsletter is the perfect opportunity to help your visitors find the right gift. Present them with a gift guide of products from your store and bestsellers that would be a good choice for Mother's Day.
Clarins does a great job in their newsletter, making clear the benefits of each product so that even someone without experience can choose the right gift.
Note how they include a short text highlighting the use of the product, for example "Show off your beautiful smile with Joli Rouge's moisturizing shades and finishes."