By Aparna Gray, Marketing Manager, APAC – Dotdigital
With Easter behind us, it’s time for marketers to show some love for their Mother’s Day marketing efforts. Over the years, Mother’s Day has become an established holiday and has proven to be a busy time for retailers. It’s a great way to entice buyers with heartfelt offers, help show moms across the country how special they are, and a great opportunity to drive sales (bonus)! Let’s look at some key tactics marketers can use this Mother’s Day to stay on top.
In recent years, retailers have started emailing their customers ahead of time asking if they’d rather not receive Mother’s Day emails. Mother’s Day can be difficult for some people for many reasons. We see this trend growing in importance over the past few years, and for good reason.
If you plan to send out more than one email around Mother’s Day, it’s a good idea to give your subscribers the option to unsubscribe. It’s a way for your brand to show customers that you care about their emotional well-being, thereby strengthening the relationship. It also makes sense from a business perspective, because you’re giving people another option to completely unsubscribe. The same goes for Father’s Day, so if those are dates your brand tends to celebrate, you can always include those sometimes-sensitive holidays in your preference center.
Smart messaging or content
One of the key elements of any campaign is content. Keep content clear and simple, which taps into the emotion associated with mothers. Put Mother’s Day in the spotlight in all your multi-channel communications. Avoid jargon, complicated phrases, and innuendo so you can easily connect with the audience. Otherwise, it will drive potential customers away if they fail to connect to the voicemail tone.
In the newspaper section of Lyre’s Spirit Co, the Mother’s Day message sets the perfect tone. He makes sure the message reaches a wider audience and suggests some activity ideas for their customers, to help plan the day with their mom and make it memorable.
You can’t beat a great gift guide. For an occasion where a large portion of your customer base will be buying gifts, but with different budgets, and for customers you don’t have information on, it’s good to offer a variation of products. Flora & Fauna never fails to amaze their customers. The team creates gift ideas for every occasion, and they’ve done it again for Mother’s Day.
Flora & Fauna has also done a fantastic job of segmenting the guide into different subsections – natural soap, tea, skincare and beauty, candles and diffusers, perfumes and maps. Each unit features a few product selections with clear CTAs. It’s smart upselling to keep the emotion in the sometimes detached act of sending something online directly to a recipient.
As a mother of two fantastic sons, Mother’s Day is always special to me, but it can be a tricky occasion for some subscribers. Make sure to handle it with care and provide withdrawal options. That said, it’s a great opportunity to showcase brand values and share emotive messages. These examples show that you can take established opportunities and make them work for you, regardless of your brand.