15 Ways to Make Your Mother’s Day Email Perfect

35% of US adults plan to buy gifts online this Mother’s Day! So why not create a stunning Mother’s Day email campaign and reach out to this huge audience with an irresistible offer?

In this article, I’ll share 15 ideas for a perfect Mother’s Day email along with real-world examples. You’ll find everything you need to make the email that will win your audience over!

Crucial Mother’s Day Email Marketing Statistics

Sending Mother’s Day email campaigns isn’t just a gesture of appreciation: it’s a strategic move for businesses. Here are some facts from a recent survey by the National Retail Federation to convince you:

• 84% of US adults are expected to celebrate Mother’s Day this year
• $33.5 billion is going to be spent on Mother’s Day in 2024, which is a near-record amount
• $254, that’s how much an average person is expected to spend

If you want to get a share of these results, it’s time to create your top-notch Mother’s Day email campaign!

15 Ideas for an Engaging Mother’s Day Email Campaign

Let’s get straight to the point and brainstorm some awesome ideas to make your Mother’s Day email campaign shine.

1. Conduct a Survey among Moms 

Moms know better what they want to receive for Mother’s Day. So why not ask them and use their answers to create a curated gift guide? That’s exactly what Moment did in the example below.

Subject line: Our Favorite Mother’s Day Gifts

The Mother’s Day email by Moment is minimalistic but well thought out. It offers various kinds of gifts, not just the typical flowers and chocolates. And I love that the Moment team has asked real-time moms what gifts they would want to receive. It feels like Moment has done all the hard work for you, and now all you need to do is simply choose the gift.

All in all, the email is pretty inviting. It doesn’t push too hard, but it’s got all the right elements to make you want to click through and see what they’ve got. 

1 tip to make the email even better: subject lines are crucial for high opens, so I would mention the poll in the subject line to make it more engaging, for example, “Best Mother’s Day gifts (according to real-time moms)”.

2. Go for a Non-promotional Approach

If you don’t plan to create a promotional Mother’s Day email campaign, you can still use the occasion to do a noble thing (and probably increase customer loyalty). 

Subject line: Moms deserve it.

This Mother’s Day email by Tuft & Needle feels like a heartfelt reminder to be there for your loved ones. It doesn’t try to sell or promote anything, which is good for a change. The subject line is likely to drive a high open rate while the main banner is bold and eye-catching. That’s why I believe most of those who open the email will call their moms (I definitely would).

1 tip to make the email even better: I won’t say anything about making the email more promotional (as it’s obviously not the goal here). What I would do, though, is make the design a bit warmer to make the message feel more personal.

3. Create a Gift Guide

Help your subscribers choose the perfect gift and make a guide with top-notch ideas. Depending on your approach, they could include:

• products from different categories to suit any taste
• goods with the best reviews to show quality
• items grouped from cheap to expensive (or vice versa) so that any subscriber could find an affordable gift

Subject line: Designing Women: Ten Perfect Mother’s Day Gifts For Your Modern Mom

Bezar went for the 1st approach and curated a list of different gifts modern moms would enjoy. I love that the email is very bright and showcases not only the products but the prices too: it’s awful when you have to visit a website to find out that the item you loved is far beyond your price range. 

1 tip to make the email even better: what the email needs is a CTA button leading to a website. This way, if the subscriber doesn’t like any product on the list, they may still end up on the website and find something to suit their taste.

4. Share Celebration Ideas 

If you want to add value to your Mother’s Day email, share some ways to celebrate this day with the loved ones (don’t forget to incorporate your products or services into the celebration). 

Subject line: Mother’s Day with extra $2 off

This email from Allset is all about making Mother’s Day special, even when you can’t be there in person. It’s a sign of the times, right? The email is smart and thoughtful, as it sells not the products but the experience of making mom feel loved.

1 tip to make the email even better: the email is cool as it is, but I would probably add some real stories or photos of people celebrating with Allset: just to make the email copy more convincing.

5. Add a Greeting Card

When was the last time you created a greeting card yourself? Let your subscribers return to their childhood for a moment and add a coloring card to the email. 

Subject line: Celebrate Mother’s Day 🎉 with twice the cards!

Dunkin’ Mother’s Day email is vibrant and playful. The offer is pretty straightforward, but I just love that it has a little DIY project. The coloring greeting cards add a personal touch and entertain both kids and adults.

1 tip to make the email even better: I really love the email as it is. So, probably, I would only advise to feature the brand name or products in the coloring cards a bit more. Making positive brand associations never hurt any company.

6. Offer to Skip your Mother’s Day Emails

Mother’s Day is a happy occasion for many people, but for some, it might be too difficult and overwhelming. Show subscribers that you care and let them choose whether they want to receive your Mother’s Day emails (and other communications).

Subject line: How to opt-out of Mother’s Day emails

OpenTable sets an excellent example here. This email doesn’t promote anything: it gives subscribers a way to opt out of potentially upsetting content. The design is super minimalistic, keeping the focus on the message rather than visuals (which suits the serious and respectful tone of the email).

1 tip to make the email even better: I would also mention or link to resources that could support those who find the holiday difficult to make the message even more thoughtful. Still, the email by OpenTable shows the level of empathy you don’t often see from companies.

7. Give Emotions, Not Things 

Things break or get lost, but emotions stay forever. Shift the focus of your campaign from products to experiences every mom will want to have.

Subject line: Boating Experiences For Every Mom 💖

Boatsetter’s email suggests something out of the ordinary. It promotes not just a product but an unforgettable boating experience. I also like the “Boating beats bouquets” section which underlines the idea of gifting emotions instead of things. It’s clever how they play on the traditional gifts and propose a unique alternative.

1 tip to make the email even better: I’d highlight the safety aspects a bit more. It’s vital, as mothers need this holiday to relax and not to worry about their kids getting hurt.

8. Host an Event for Moms 

Host a virtual or offline event: a cooking class, craft workshop, or anything that suits your brand and audience. Such events increase customer loyalty and showcase your brand’s commitment to fostering community and shared experiences.

Subject line: This weekend only: Mother’s Day with Madewell

This Mother’s Day email by Madewell greets you with a vibrant “It’s a party” banner that sets the tone for the whole campaign. In addition to being simply promotional, the email invites subscribers to visit the nearest Madewell store and take part in a fun event. And a 15% discount for in-store purchases only will definitely increase the number of attendees. It’s a top-notch example of how you can host an event for your customers and earn money at the same time!

1 tip to make the email even better: this email is all about announcing the Mother’s Day event and in-store discount, so I would combine categories like “shop DENIM” into a product grid to make the email shorter. 

9. Offer Moms to Choose Their Gifts

Who said that moms can’t give gifts to themselves? No one knows better what a person wants than they do, so you might go for this approach for a change. 

Subject line: Get yourself a Mother’s Day gift ❤️

Purple’s email greets subscribers with a bold “You know best” heading. The email is all about self-care and getting what you truly want, which is very empowering. The main banner with a woman relaxing really sells the comfort and quality of their products.

1 tip to make the email even better: I love both the Mother’s Day subject line and the email itself, but I need to brainstorm some improvement ideas. I would probably choose a more unique CTA to drive more clicks: something like “Get that gift!” or “Choose your favorite”.

10. Add Gamification 

Gamification increases engagement by an astonishing 48%. Use it in your next Mother’s Day email campaign! Quizzes, polls, or interactive contests: your imagination (and budget) is the limit. 

Subject line: Unlock a mystery Mother’s Day offer

Scentbird offers subscribers to join its Mother’s Day mystery sale. The spin wheel is a smart move: it’s interactive and fun, encouraging the readers to take that spin and see what they can win or save. The “Instant Gifting” section is nice, too, as it gives several options for customers using Scentbird’s service to treat someone they love.

1 tip to make the email even better: the wheel is a great interactive element, but I’d make the prizes more explicit: people love to know exactly what they might win.

11. Adapt the Holiday to Your Audience 

Motherhood can be different, so you might play with the idea of Mother’s Day and adapt it to your audience (if your brand image allows). 

Subject line: Happy Mother’s Day Celebrate with 15% OFF

I love that Under the Weather Pet decided to be playful and step away from the standard approach to the Mother’s Day email campaigns. The email is short, congratulating both dog and human moms on the occasion. And the “Founded by a dog mom” section makes the whole message even more convincing. 

1 tip to make the email even better: the text part feels a bit lost and cluttered between two bright blocks, so I would suggest editing the email to make it pop out (it features the main message we want to get noticed).

12. Add a Personal Touch to your Mother’s Day Email

Humanize your brand by showcasing the faces behind the scenes! Share heartwarming photos of your employees with their moms (or children) along with some stories. This fosters trust and strengthens the bond between your brand and your audience.

Subject line: Mother’s Day is Around The Corner

Threads 4 Thought includes photos of its team members as children and their mothers. The whole email has a “flipping through a family album” vibe, which is nice. And to blend the personal with the promotional, the employees share their favorite picks for Mother’s Day.

1 tip to make the email even better: I’d probably advise adding some product details or highlighting why the items are the top picks to make the offer more convincing.

13. Assist with Gift Selection 

Choosing the perfect gift isn’t an easy task. Remind those lost in numerous gift ideas that you’re there to help. 

Subject line: Free gift wrapping for Mother’s Day

I just love this Mother’s Day email by Bobbi Brown! The way it invites you to chat with Bobbi Brown’s artists without being too pushy is amazing. If I was choosing a Mother’s Day gift, this offer would probably win me over. I also like that it includes a gift guide for those who need help but don’t feel like having a conversation.

1 tip to make the email even better: I think the free mini makeup set with $65+ orders could drive more sales if we place it somewhere higher in the email (or make it more noticeable).

14. Include Storytelling 

Transform your promotional emails into captivating stories. They’re easier to read and more likely to resonate with your audience.

Subject line: My Mother’s Day Wish List ✨

Take a look at this amazing Mother’s Day email by Goldbelly. It’s bold and vibrant: just what you need for a festive atmosphere. Goldbelly turns a simple gift guide into a whole “investigation” by the Chief Inspector and her assistant (aka son). The email is fun to read and nice to look at.

1 tip to make the email even better: the email is pretty lengthy but it has only 2 direct CTA buttons. I’d advise adding those “Shop Vanessa & Kobe picks” buttons after every mission to increase engagement. 

15. Offer DIY Gift Ideas 

Do you sell products that can be used to make a handmade gift? Awesome, now you have one more idea for a non-standard Mother’s Day email campaign! 

Subject line: The 🔑To Mother’s Day Is…

Nuts.com offers its subscribers to “Bake Their Way To Mom’s Heart” with a fine selection of baking ingredients. In addition to promoting the products, it evokes the warmth of homemade cooking, tying it perfectly to Mother’s Day. 

1 tip to make the email even better: I think this Mother’s Day email lacks a few recipe ideas using the featured ingredients to inspire customers. Not all of us are great at cooking, so a little help from the experts would be a nice touch. 

5 Tips for a Compelling Mother’s Day Email Subject Line

64% of people decide whether to open your Mother’s Day email (and any other one, to be honest) based on its subject line alone. And the competition during the holidays is going to be really tough. So let’s make sure your Mother’s Day email subject line stands out from the crowded inbox.

Here are a few tactics you may use (along with 25 ready-made Mother’s Day subject lines): 

1. Personalization. Tailor your subject lines to each recipient by including their name or referencing their preferences or past interactions with your brand. Personalized promotional emails have 29% higher open rates, as they create a sense of relevance and connection.

• “Hey [Name], Spoil Mom with Love!”
• “Surprise Mom, [Name]! Exclusive Offers Inside”
• “Mom’s Biggest Fan? That’s You, [Name]!”
• “[Name], Celebrate Mom with Unique Finds”
• “[Name], Show Mom Some Extra Love”

2. Urgency. Urgent email subject lines drive a 22% higher open rate. Use phrases like “last chance” or “limited time” to urge subscribers to open the email and take advantage of your Mother’s Day offers before it’s too late.

• “Final Hours: Grab Gifts for Mom Before It’s Too Late!”
• “Quick! Don’t Forget Mom: Limited-Time Offers Inside”
• “Attention! Final Call for Mother’s Day Gifts”
• “Tick Tock! Mother’s Day Treats Await”
• “Last-Minute Alert: Rush in for Mother’s Day Surprises”

3. Emotions. Mother’s Day is usually associated with love, gratitude, or nostalgia. Appeal to these emotions in your email to humanize it and create a bond between your brand and subscribers.

• “Love Letter to Mom: Honoring Her Endless Devotion”
• “Cherishing Mom: Memories that Warm the Soul”
• “A Tribute to Mom: Love That Lasts Forever”
• “Heartstrings Attached: Reminiscing Moments with Mom”
• “Love in Full Bloom: Celebrating Moms”

4. Clarity. Keep your subject lines clear, concise, and easy to understand. Make them short yet direct and highlight your offer and the benefits subscribers will get if they open your email.

• “Treat Mom to Luxury: Extra 20% Off Select Items”
• “Gifts Mom Will Love – Shop Now for Special Discounts”
• “Free Shipping on All Mother’s Day Orders – Don’t Miss Out!”
• “Get $10 Off Your Mother’s Day Purchase – Shop Now!”
• “Personalized Gifts for Mom – Order Today for Guaranteed Delivery”

5. Curiosity. This approach is opposite to the previous one. Don’t tell subscribers what exactly they’ll find in your email, just give them a hint. Sometimes, piquing the interest of your audience is the best way to make them open your email.

• “A Secret Selection Just for Mom…”
• “Curious about Our Mother’s Day Finds?”
• “The Ultimate Mother’s Day Discovery Awaits”
• “Unlock the Perfect Surprise for Mom…”
• “What’s Hidden in Our Mother’s Day Vault?”

Summing Up

Mother’s Day is just around the corner. But don’t worry, now you have everything you need to create a Mother’s Day email campaign your subscribers will love (and maybe even remember). From neat gift guides to complex storytelling, from DIY ideas to surveying moms, we’ve covered it all. 

And don’t forget about the rules for an engaging Mother’s Day email subject line to make your email noticeable. Good luck with your campaign!