10 Mother’s Day marketing examples to help your campaign honour motherhood in all its forms

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In recent years, we’ve become more thoughtful about what motherhood means to different people.

We’ve become more sensitive to people who don’t have mothers or who don’t have great relationships with their mothers. We’ve recognised that many people have a complicated relationship with the concept of motherhood. And we’ve embraced seriously the concept of the pet parent, as many millennials are choosing animals over human children.

For as many versions of motherhood there may be, there are just as many ways for brands to connect with mothers, mother figures, and the people who love them on Mother’s Day.

Here’s some inspiration from 10 real-life brands to help you capture growing revenue opportunities during the spring celebration.

1. Kitsch offers a compassionate opt-out

Subject line: Want to Opt out of Mother’s Day Emails?

For some, Mother’s Day is a celebration of joy and love. For others, it’s painful or upsetting.

A Mother’s Day opt-out email is peak customer empathy. This example from beauty brand KITSCH is simple and sensitive, and it puts the power of choice in the hands of the customer.

Another option: Use your sign-up forms to allow subscribers to opt out of particular campaigns or messages right from the get-go.

When you provide the option to select message preferences as you’re collecting contact information, you’re collecting zero- and first-party data that will allow you to segment your audience in the future—and send more relevant, resonant messages as a result.

Especially for Mother’s Day, when tensions may be high for some people, giving subscribers a tailored opt-out option may prevent someone from completely unsubscribing from your entire email list. It also shows you’re willing to go the extra mile to deliver a thoughtful customer experience.

2. Wild One celebrates all moms

Subject line: This one’s for the dog moms 💘

Pet essentials brand Wild One expands on the traditional meaning of motherhood by extending it to people who have pets. Their email copy is playful and shows that even if your “kid” is a four-legged, 25-pound ball of fur, mom duties still apply.

Even better, Wild One features user-generated content (UGC) in their Mother’s Day email to highlight real members of their brand’s community. It’s a clever way to demonstrate what their products look like in the wild (pun intended), while also adding an element of authenticity and humanity to a promotional email message.

3. FARM Rio captures a micro-moment

Subject line: Tomorrow is Mother’s Day

One of Brazil’s most well-known apparel brands, FARM Rio, caters their Mother’s Day email toward last-minute holiday shoppers. You know the ones—the people who wait until the 11th hour to buy their gifts.

FARM Rio provides a solution that requires very little planning: a gift card.

The email itself encapsulates not only the holiday rush to buy a gift, but also the seasonal spirit of spring by offering a timely coupon code in the header section.

The ‘last day to get your orders in time for a holiday’ blast is always a good one. It expresses urgency, provides transparency, and is a real, hard deadline.

“The ‘last day to get your orders in time for a holiday’ blast is always a good one,” says Brandon Amoroso, founder and president of Electriq. “It expresses urgency, provides transparency, and is a real, hard deadline.”

4. Alice & Wonder promotes a holiday-themed product line

Subject line: 💗I Got It For My Mama💗- Shop The Mother’s Day Collection

Some brands, like contemporary apparel and gift brand Alice & Wonder, offer dedicated Mother’s Day product collections. Alice & Wonder’s Mother’s Day gift guide includes curated photos of some of the items shoppers could buy for their mom, or for moms to gift themselves.

From fashionable apparel to quirky coffee and wine mugs, this product selection from Alice & Wonder makes it easy for consumers to find something their mother will appreciate, without having to browse multiple websites or product pages.

5. P.O.P. Candy uses SMS for last-minute shoppers

If someone has subscribed to your brand via SMS, they really want to hear from you. According to Klaviyo’s recent SMS consumer sentiment report, most people only subscribe to 2-3 brands via SMS—and most are open to hearing from their favourite brands a few times a week.

For Mother’s Day, P.O.P. Candy isn’t shy about using SMS to communicate with last-minute shoppers who may be so busy, they need to buy a gift on mobile.

The SMS itself is short and to the point: the reader can see the deadline to get a gift in time for Mother’s Day, and click through to the product page.

It worked, too: The candy brand’s Mother’s Day SMS marketing strategy earned them a high click rate.

6. DeaDia promises moms will get gifts on time

Subject line: Don’t forget about Mom! 25% off sitewide!

Preview text: Treat your mother 🌼🌸🌼

Sent 8 days before Mother’s Day, this email from jewelry brand DeaDia serves as a gentle reminder to the reader to get that gift for the mother figure in their life. The subject line is playful and includes a nudge—25% off the entire site.

No wonder this email earned a high open rate.

The takeaway? Help your audience accomplish their goal—in this case, getting their Mother’s Day gift on time. Also: If you’re offering a sweet deal, let them know in the subject line.

7. allplants empathises with tired mums

Subject line: Why allplants is great for new Mums

If anyone in your life has a newborn, what they crave might be easy to figure out: free time.

allplants, a plant-based recipe brand, empathises with tired mums by highlighting how their products can help new and time-poor mums have fast, delicious, and healthy meals.

A bold, direct header image and copy—”Power up new mums”—and a discount that’s bound to make the reader take notice—precede the gushing reviews that do wonders for the brand’s credibility.

The ingredients of this email all added up to a high click rate for allplants.

8. Edge of Ember removes the gifting guessing game

Subject line: Mother… May I

For Mother’s Day, jewellery brand Edge of Ember offers a buying guide of what you can spend on your nearest and dearest. Right at the top of the email, a hero image communicates the brand’s most appropriate offers.

Below the fold, Edge of Ember gives customers the option to personalise their gift. For added clarity, delivery dates and prices are highlighted below.

9. My Trio Rings makes it easy to chip in for a high-priced gift

Subject line: Mother’s Day Sale 🌸💖 Up To 35% Off

Preview text: Get ready for Mother’s Day with additional savings on diamond rings!

If your brand sells high-ticket items, your Mother’s Day gifts may have to be purchased by a group.

Why not empathise with families who may be organising a group gift? In this Mother’s Day email, jewelry brand My Trio Rings spells out their co-pay feature in bulleted steps. They also forefront a hefty discount in both the subject line and the headline in the hero image.

Finally, the brand shows real empathy for those who may have to save up or pay in chunks for their Mother’s Day present through their no-fee layaway explanations.

10. Helen Jon keeps the sale (very) short

Subject line: Flash: 40% off for 4 hours only! 11am–3pm CT

Preview text: Treat your mother or yourself!

Urgency can help drive action no matter the holiday. Apparel brand Helen Jon takes it to a whole new level with a 4-hour sale.

Even better, they communicate the discount—40%—and the exact hours of the flash sale in the subject line. This resulted in high open rates and a high click rate.