This year, Mother’s Day falls on May 13. As we all prepare to celebrate the special moms in our lives with flowers, Sunday brunches and heartfelt cards, business owners have one extra item on their to-do list: planning Mother’s Day email campaigns.

If you’re starting to prepare your marketing strategy for the holiday, you may be wondering what a great Mother’s Day email looks like. What should it say? How can a brand get its message to stand out when subscribers’ inboxes are flooded with similar promotions? To help you design your emails and create content that gets noticed, here is some Mother’s Day email marketing inspiration.

1. Put the spotlight on real moms

While stock photos and graphics are certainly useful when designing emails throughout the year, you can take a more personal approach with a holiday like Mother’s Day. Incorporate pictures of your own mom into your email or put out a request on social media for customers to send in photos of a mother they’d like to have honored in your next newsletter. This email from Life is Good uses a photo of one of the company’s employees and her daughter to promote products that make great Mother’s Day gifts.

2. Create a gift guide

Finding the perfect gift for mom isn’t always easy. Give your customers a hand by creating a guide. This playful email from Mouth offers suggestions based on personality type. One of their subscription boxes is great for “moms who love to explore,” another for “moms who keep their gin up” and yet another for “moms who like to nosh.”

3. Give your copy a little love

In a pinch, a simple “Happy Mother’s Day” message can work just fine. But if you really want your email and brand to stand out, put some thought into your email copy. Why is Mother’s Day important to your company? How are you celebrating? Why would your products or services make an excellent gift? Try to answer these questions for your readers in a few sentences.

You may choose to write something funny or something sentimental, but don’t worry if you aren’t a master wordsmith. Just make sure that your business’s personality comes through in the copy. This email from Alamo Drafthouse theater chain uses alliteration (“movies, mimosas and memories”) and movie references to bring the message to life.

4. Have fun

Holiday emails are an excellent opportunity to stretch your creative muscles and have some fun with your readers. So don’t be afraid to veer away from the conventional “Happy Mother’s Day” email. Have a Mother’s Day mother lode sale, create a funny CTA button or celebrate the holiday in a silly way that hits home with your niche audience. Bark, for example, sent out an email in honor of “dog moms.”

20 Mother’s Day subject lines

Once your message is ready for the special day, you’ll need to come up with an eye-catching subject line to make sure your subscribers open the email. For inspiration, here are a few of our favorites.

  1. She’s not like a regular mom. She’s a cool mom. | BoxLunch
  2. Just in time for Mother’s Day…50% off tops & dresses | Banana Republic Factory
  3. What does your mom love? (Besides you) | Mouth
  4. Mom loves a good deal | Uniqlo
  5. All about Mom: special savings on duvets, throws, frames & more | Pottery Barn
  6. Because we love our moms 15% off sitewide | Zazzle
  7. Order Mother’s Day gifts TODAY and save, like mama taught you | Parabo
  8. Gifts mom will L-O-V-E | Etsy
  9. Still looking for a Mother’s Day gift? | Prynt
  10. Gifts she’ll love on Mother’s Day | Nike
  11. Got it from my momma | Nicole Miller
  12. Happy Mother’s Day (plus, mystery gift for everyone) | Aveda
  13. To all the moms, with love | Harry & David
  14. Moms, kick back & get 25% off all orders | Lillian Vernon
  15. For your #1 since day 1. Shop Mother’s Day sale | Lush Cosmetics
  16. Don’t forget Mom! Hours left before the big day! | Charming Charlie
  17. Mother’s Day Gifts for any budget | Sur la Table
  18. Celebrate mom with better family photos | Olympus
  19. Last minute Mother’s Day Gifts? We’ve got you covered! | Godiva
  20. Tell mom wine is on the way — Mother’s Day free wine kit | Midwest Supplies

Whether you’re planning a sale, throwing an event or simply saying “thank you” to all of the moms who have contributed to your business’ success, Mother’s Day is a great opportunity to reach out to your customers.

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© 2018, Amber Humphrey. All rights reserved.