Tip of the week 95 - 5 Mother's Day email marketing strategies for 2022

Tip of the week 95 - 5 Mother's Day email marketing strategies for 2022

Note: Before attempting to send emails, make sure to check with your contacts if they'd like to receive Mother's Day emails because it might turn out to be sensitive or emotional to a few.

The Greeting Card Association estimates that more than 150 million Mother’s Day cards are exchanged in the US every year, making Mother’s Day the third-largest card-sending holiday after Christmas and Valentine’s Day. So make sure you don't miss out on this chance to help your recipients celebrate the mothers around them.

The spectrum of what motherhood looks like is wide, so as you assemble your email campaigns, be sure to keep in mind that the goal is to celebrate anyone who identifies as a mother on this special day. Whether you're putting together an email series or a single email that makes them feel valued, here are some strategies to consider this year:

Make it personal
Personalization in email marketing, as we all know, is going to stay for a long time. Add quality to your emails by personalizing them based on segments that you've created, merge tags, dynamic content, etc. Offering relatable content that's interesting for people to read means they will look forward to them the next time they show up in their inbox. From the subject line to the sending time, personalize your emails to bring a smile to their face.

Recommend products
Giving offers and product discounts during such holidays needn't be said and explained every time. While doing so, suggest relevant products based on their purchase history, recent click items, form submissions, etc. This will help them feel valued and will bring us one step closer to them.

Use social proofs
User-generated content is one of the greatest ways you could bring authenticity to content you're sharing with your recipients, thus bringing relevance. Instead of promoting your brand and products by yourself, use customer reviews, testimonials, pictures of user posts on social media, etc. in your email campaigns to make people aware of others using your products/services. Given the nature of the day, it would be good to highlight this content mothers in particular, especially if you have a product or service for which they are your target audience.

Break the stereotype
Usually mother's day depicts pictures of mother with children—playing, working, pampering, etc. A "celebrate your mother" message is somewhat cliche at this point. So, make people expect the unexpected and try to bring out unique ideas that are always welcomed by people. For example, you could try hosting a contest where the winners will get free products/services from your brand for their mother or arranging door-to delivery since it's a special occasion, etc. These will make you stand out among email marketers.

Get mobile-ready
Your email templates should always be optimized for multiple devices. Choose templates that are responsive, because use of a desktop or laptop to read emails is on the decline. We have to consider that it's highly likely our message will be read on mobile devices, so create content, design, and use call-to-action buttons while keeping them in mind.

Last but not least—and appropriately enough given we're discussing Mother's Day—remember to use child campaigns in Zoho Campaigns to re-engage your audience. Just like a mother gives second chances to her children in life, let's give second chances to our audience as well through child campaigns.

Annet Mathews
    Zoho Marketing Automation
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