Mother’s Day Content Strategy
Ace your Mother’s Day email content with these ready-to-implement strategies. Enjoy!
The United States and Canada celebrate Mother’s Day on the second Sunday of the month. In the UK, Mother’s Day was originally a religious holiday called Mothering Sunday and is the fourth Sunday of Lent, three weeks before Easter Sunday.
Here are a few strategies to help you with your campaign planning.
1. Forget the discount. Go for exclusivity!
On this holiday, exclusivity reigns over “SAVE 50%.” You’ll see plenty of discounting in the week leading up to Mother’s Day, but if you launch your campaign two to three weeks before the holiday, you’ll have the inbox almost to yourself. This gives you time to promote pleasure-giving over penny-pinching and seek to engage your subscribers with creative, memorable messages.
2. Even incentive-driven emails should look special
Once again, we’re talking about Mom here. Even for heavy discounters, elegant design (attractive copy and typography with appealing imagery) wins over hard-sell, discount-driven, and anxiety-inducing last-minute messages.
3. Go for the experience as well as (or instead of) the merch
Statistic Brain found 36.5% of moms wanted “something handmade” for Mother’s Day. If that’s not your market niche, do the next-best thing: Show your shoppers how to create an experience for Mom using your products.
4. Amp up the emotion
A UK marketing agency found Mother’s Day messages with emotional content (copy and images) converted better than product or incentive-driven emails. If you have the time, test two versions of a Mother’s Day email – one that piles on the hearts and flowers and a more straightforward product message.