Mother’s Day in this part of the world falls on Sunday 13th May. According to many sources, it’s the second largest shopping holiday of the year.
And that is not far away at all – so you need to start planning your email marketing campaign now. We thought we would share a few strategies and tactics with you to help you put together a sterling mother’s day campaign.
Mother’s Day is one of those holidays loaded with emotions such as gratitude, love, appreciation, maybe even sadness and guilt. Everything is about coming from the heart and being authentic, so use this opportunity to show you have real humans behind your brand, and show you all have mothers too and that you actually care. Come across with this emotion in your communications and you will grab people at a deeper level beyond just touting mother’s day specials.
Idea! Share ‘staff picks’ and include your staff member’s favorite Mother’s Day idea, tip or gift suggestion.
Help them find great gifts easily
As with any holiday, some people have difficulty picking gifts. So how about having a fun and interactive gift-generator that helps someone find that perfect gift for mum? Or send your email out with a selection of beautiful, unique, or even quirky gift ideas to spark people’s imaginations.
Idea! Showcase your most popular products or ideas; even create packages, or experiences for people to choose from.
Use your Data
If appropriate or possible, you can use segments of data to refine your audience, and to specifically target certain products or offers to certain segments of your database, based on preferences, location, age, etc.
Idea! If you have it, tap into historical purchase information to garner insights about what people want.
According to this DM News article marketers can use gender and age demographics to fine tune their recommendations.
Beat the Rush
Before everyone’s inboxes fill up with Mother’s Day emails, get in early and stand out in people’s minds, and inboxes. Provide people with great suggestions for gifts, offer them incentives, give them tips even, to help your recipients themselves be as prepared for Mother’s Day as you are, and help them win points with mum.
Idea! Help your recipients, and they will be ready with their wallets to thank you when it comes to next year’s Mother’s Day campaign
According to data compiled by eDataSource the traditional ‘flowers and candy’ marketers are not yet in full swing until two weeks before Mother’s Day.
Be outstanding and stand out
When people’s inboxes start filling up with Mother’s Day emails, it takes something special for you to stand out and not get deleted with all the other emails. So you will want to be really creative with your subject line, and just as clever with your content. Don’t be afraid to be funny, clever, and unique or even a bit shocking. The subject line is what will get you to stand out and grab people, make them open your email and persuade them to buy.
Consider offers that help busy, rushed, last minute people or just the un-prepared, to get sorted. Put together easy (and potentially discounted) packages with a gift, a card, and delivery, and offer either early bird discounts or last minute free delivery. Early birds and procrastinators alike with thank you and will gladly pay for the convenience you offer.
Post Holiday Hangover
According to this survey, Mother’s Day email open rates peak after the holiday. The survey reveals that the possible reasons for these delayed open rates are many people may not have had a chance to see their moms for mother’s day or organise anything in time (There are always some of these people) And there is also a segment of people that wait for last minute discounts before purchasing. (This ties back into offering discount packages for procrastinators to tap into this segment of people) When doing post Mother’s Day campaigns, just make sure you delete or supress anyone that did make a purchase so that you don’t email them again.
Idea! Use this follow up as a chance to ask people how their mother’s day went – what they bought, did they find your gift suggestions helpful? Use any information you gather to enhance next year’s Mother’s Day campaign.
Need Some Mother’s Day Marketing Inspiration?
May the following quotes rouse your Mother’s Day spirit and marketing inspiration.
- No gift to your mother can ever equal her gift to you…life. — Unknown
- Mothers hold their children’s hands for a short while, but their hearts forever. — Unknown
- We never know the love of the parent until we become parents ourselves. — Henry Ward Beecher
- A mother is a person who seeing there are only four pieces of pie for five people, promptly announces she never did care for pie. — Tenneva Jordan
- The most important thing a father can do for his children is to love their mother. — Unknown
- All mothers are working mothers. — Unknown
- Being a full-time mother is one of the highest salaried jobs since the payment is pure love. — Mildred B. Vermont
- When you are a mother, you are never really alone in your thoughts. A mother always has to think twice, once for herself and once for her child. — Sophia Loren
- There is only one pretty child in the world, and every mother has it. — Chinese Proverb
- A Mother’s Prayer: First, Lord: No tattoos. May neither Chinese symbol for truth nor Winnie-the-Pooh holding the FSU logo stain her tender haunches. May she be beautiful but not damaged, for it’s the damage that draws the creepy soccer coach’s eye, not the beauty. When the Crystal Meth is offered, may she remember the parents who cut her grapes in half and stick with beer. Guide her, protect her when crossing the street, stepping onto boats, swimming in the ocean, swimming in pools, walking near pools, standing on the subway platform, crossing 86th Street, stepping off of boats, using mall restrooms, getting on and off escalators, driving on country roads while arguing, leaning on large windows, walking in parking lots, riding Ferris wheels, roller-coasters, log flumes, or anything called “Hell Drop,” “Tower of Torture,” or “The Death Spiral Rock ‘N Zero G Roll featuring Aerosmith,” and standing on any kind of balcony ever, anywhere, at any age. Lead her away from Acting but not all the way to Finance. Something where she can make her own hours but still feel intellectually fulfilled and get outside sometimes and not have to wear high heels. What would that be, Lord? Architecture? Midwifery? Golf course design? I’m asking you, because if I knew, I’d be doing it. May she play the drums to the fiery rhythm of her own heart with the sinewy strength of her own arms, so she need not lie with drummers. Grant her a rough patch from twelve to seventeen. Let her draw horses and be interested in Barbies for much too long, for childhood is short – and adulthood is long and dry-humping in cars will wait. O Lord, break the Internet forever, that she may be spared the misspelled invective of her peers and the online marketing campaign for Rape Hostel V: Girls Just Wanna Get Stabbed. And when she one day turns on me and calls me a bitch in front of Hollister, give me the strength, Lord, to yank her directly into a cab in front of her friends, for I will not have that shit. I will not have it. And should she choose to be a Mother one day, be my eyes, Lord, that I may see her, lying on a blanket on the floor at 4:50 am, all-at-once exhausted, bored, and in love with the little creature whose poop is leaking up its back. “My mother did this for me once,” she will realize as she cleans feces off her baby’s neck. “My mother did this for me.” And the delayed gratitude will wash over her as it does each generation and she will make a mental note to call me. And she will forget. But I’ll know, because I peeped it with Your God eyes. Amen. — Tina Fey
To help you and your team plan for campaigns with content around key holidays, events and celebrations, Jericho has created the 2012 Campaign Content Calendar which you can access here http://blog.jericho.co.nz/2012-campaign-content-calendar-for-marketers/
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