5 Ways to Share the Love With Mother's Day Email Marketing
Many businesses have a great opportunity to boost Mother’s Day sales via email marketing. If your business is one of the millions that offer beauty products, apparel, flowers or other things that moms would enjoy, you’re in luck! Hallmark doesn’t have to be the only company that does great business on Mother’s Day.
Many people have trouble figuring out what to give moms on their day. This means your audience of prospects and customers would most likely enjoy some creative purchase ideas that are easy to choose from. Your customers may also have forgotten about a gift, so your email will be a valuable reminder to them. Here are five tips to using email to capitalize on Mother's Day spending:
1. Consider your product and service offering. Look for a small selection of one to three items to promote in an email. This keeps buyers’ decision processes easy. Sometimes more information and choices only creates doubt and uncertainty. Also, avoid suggesting products that require a specific size or fit, since we don’t all know mom’s current dress size.
2. Think of a call to action that will make a good subject line. “Buy a dozen roses for Mom and the second dozen are on us!” for example, will get consumers’ attention. Here's another good example: “No shipping fees for Mother’s Day gift purchases.” Remember to avoid words in your subject line like “free” so the dreaded spam filter doesn’t block your message.
3. Track gender in your list, then segment and customize messages so the text is specific to recipients. Perhaps a message for women could read: "Let Mom know that her girl may be all grown up now, but she always remembers.” For males, try letting them know what others are buying their mothers. Men always need help buying gifts for the women in their lives.
4. Give consumers the option of a gift certificate. This can grow your revenues, especially if buyers aren't sure what their moms will like from your store. Also, include examples of gifts at different prices so buyers have an idea of what the gift certificate can get them.
5. Send a reminder email just before the holiday. This will catch last-minute shoppers at the right moment. Make sure your delivery processing time is accounted for in your email so recipients can still bank on getting their gifts to their moms on time. If they can pick gifts up, let them know they'll be ready when they arrive.
While these are ideas specific to Mother’s Day, remember that Father’s Day is just around the corner. Most of these ideas will work well for other special dates, too. Good luck, and don’t forget about your own mom in the rush to get your marketing done. Happy Mother’s Day!
Wendy Lowe is director of product marketing for Campaigner, an Ottawa-based email marketing solutions provider. Campaigner is part of a software as a service business communications offered by Protus. Reach Wendy at firstname.lastname@example.org.