Word to Your Mother’s Day Email Campaign

Mother’s Day is all about … well … mothers, but it’s a big day for retailers too. It’s the third largest retail holiday of the year, and according to last year’s Mother’s Day Spending Survey from NRF, the average amount families spent on mom over the past twelve years reached its peak last year at $21.2 billion. And let’s not forget about the boost in revenue to other industries, like restaurants.

For email marketers, the pressure is on to create an effective email strategy to reach those big spenders. The first step is knowing what other Mother’s Day messages are filling the inboxes of mom and her loved ones—and how soon they’re being delivered. MailCharts shared some interesting data with us on marketing emails that went out last year with “Mother’s Day” in the subject line. Here’s a breakdown:

  • Only 13% were sent on Mother’s Day, Sunday May 10th 2015
  • The earliest email was sent on March 23rd
  • Sending spiked on Friday, May 8th, then quickly dropped on Saturday, May 9th


So, while there’s a trend in getting emails out before the holiday, so family members have time to plan their gift, most go out just a few days before.

What Mother’s Day emails did consumers find in their inboxes last year? MailCharts also shared a few 2015 emails from some of the biggest “mom-friendly” brands out there.

The Honest Company

The Honest Company kept things exciting by sending a surprise offer that was revealed after clicking through.

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Online subscription retailer Fabletics—cofounded by Kate Hudson—used the occasion to offer moms a special treat, as well as do a little storytelling by sharing Mother’s Day traditions.

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The Gap sent their Mother’s Day email on the big day, offering a one day discount that expired at midnight.

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