Mother’s Day is the one day a year that we finally give back to all the hard-working women in our lives. And they deserve it; motherhood is the toughest job, after all.
Aside from taking the day to shower our moms with love and appreciation, Mother’s Day also happens to be the 3rd largest retail holiday following Christmas and the back-to-school season, making it an opportunity for retailers to increase sales and revenue.
A creative email marketing campaign is one of the best ways to reach out to customers and get them thinking about mom. Here are a few things to keep in mind when planning a winning Mother’s Day email marketing campaign.
Segmentation is so important in any email marketing campaign. It’s necessary in order to make sure that your campaign reaches those most likely to purchase.
On Mother’s Day, how you segment your markets depends primarily on the product or service that you offer. Taking a look at Mother’s Day shoppers by the numbers can provide a lot of insight to effective segementation.
The Bing Ads Mother’s Day Insights for Digital Marketers Report found that shoppers between the ages of 25-35 were likely to spend the most money on mom, and of that group the majority of shoppers where daughters. Depending on your product and clientele, you may want to break your market into gender and age segments.
Don’t forget you can market directly to moms. In industries where you recognize your customers as parents, your campaign can target them directly. “Treat yourself this Mother’s Day,” can have a big impact for businesses in the service industry.
Create an Irresistible Offer
The options are limitless when it comes to leveraging your product or service during Mother’s Day. You can bundle products to create a luxury package or offer special pricing and savings when customers spend over a certain amount. Alternatively, you can offer exclusive in-store events or market online only deals.
Keep in mind if you are strictly targeting online shoppers that offering free shipping is the most influential tactic on customers, according to the Bing Ads Report.
Timing It Right
While some retailers begin their marketing for Mother’s Day as early as February, many will offer one-day promotions or start campaigns a week before the holiday. Frequency of emails is also important. Consider sending multiple time-triggered emails for campaigns that begin early, or one-off limited time offers for shorter campaigns.
Don’t fret if you haven’t even begun a Mothers Day campaign either. Sending out a late email may have just as good of results. Emails with “Mother’s Day” in the subject line sent in the week after the holiday actually showed a 44% higher open-rate than those emails sent the week before, according to a report by Experian.
If you have any questions about creating an email marketing campaign contact Think Profits. We can help you with every aspect of your campaign, from content development and layout design; to list building and final send out.