Are you running a Mother’s Day campaign this year? Mother’s Day is one of the most celebrated special days in the year as it’s one of the few days where people can treat their moms or mother figures to something special.
It’s also an emotionally-packed occasion that brands can leverage so it’s important to differentiate your brand in a sea of similar Mother’s Day campaigns and find ideas to transform ordinary copy and creatives into exciting campaigns.
In this article, we’ll explore campaign ideas, content themes, and promotional tactics that will make your brand unforgettable during this holiday. These are real examples from previous Mother’s Day campaigns.
We’ve compiled these examples using Panoramata, a comprehensive competitor monitoring platform.
On Panoramata.co, you can look at some of the best email newsletters and ads of popular brands across different industries and discover valuable insights to inspire your next marketing campaigns.
If you want to learn how to elevate your Mother’s Day emails and ads, keep on reading!
Email Marketing Ideas
Email marketing is a powerful tool for engaging customers during special occasions like Mother’s Day.
By combining storytelling, strong calls to action, and strategic promotions, this marketing channel helps brands connect with customers and maximize sales during high-impact occasions.
Here are common email marketing practices of popular brands in preparation for Mother’s Day.
1. Share gift ideas for every kind of mom
This Mother’s Day, share ways to give their moms a thoughtful gift tailored to their unique personalities and passions. Curate perfect gift ideas to make moms feel special and appreciated for the kind of mom they are.
Bombas makes no room for mistakes when promoting gifts for moms by offering different types of socks based on their personalities while highlighting the comfort and quality of these products.
On a similar note, Vessi shares a curation of attire and provides practical scenarios moms experience when these apparel are suitable to wear.
2. Showcase gifts for relaxation and pampering
During Mother's Day, people love to treat the special moms in their lives to a well-deserved break. Showcase how your products can be a perfect gift to provide relaxation and pampering.
Encourage your customers to show their appreciation to mothers with a gift that lets them unwind, recharge, and feel truly cherished.
Moon Pod uses its product's connection with relaxation to prove it's a perfect gift for moms.
Maude highlights the word "pampering" to align their skincare set with this gift-giving occasion.
JustWears shares a different take on why their underwear product is a perfect gift, i.e. by returning the favor of comfort that mothers constantly provide their family with.
3. Help them find the perfect Mother’s Day gift
Finding the perfect gift for moms doesn't have to be stressful. Speed up your target customer’s search for a suitable gift and showcase your product as the solution to their search.
This email from Jolie aims to hasten their subscriber’s gift search.
They combine various elements such as a catchy banner text that shows confidence, a relatable situation when someone scrolls through numerous gift guides and still doesn't find one, a promise of their product's effectiveness, and press mentions to strengthen their claim.
4. Offer same-day delivery and emergency gift choices
For those who need a last-minute gift, save their day with fool-proof gifts.
Floom offers a same-day delivery of a Mother's Day bouquet.
Heist suggests a digital gift card so mothers can buy their own choice of Heist products.
5. Ask the experts: her kids
Get the perfect Mother's Day gift with a little help from the experts.
Ask the kids what mom loves most, whether it’s a handmade card, breakfast in bed, or a special surprise.
Their input will make the gift extra meaningful and show Mom just how much she’s loved.
Dossier goes the extra mile to collect personal comments and favorite scents by the kids so one will have an idea as to what Moms would most probably love, too.
6. Celebrate Mother’s Day with a big sale
Let your customers treat the special moms in their lives to something extra special with incredible discounts on your top giftable items.
Gruum offers 50% off their gift sets, making Mother’s Day a perfect time to shop and show love—at prices they’ll love too.
7. Celebrate new moms
New moms deserve a big shoutout on Mother's Day for starting their amazing journey into parenthood. A thoughtful gift can show appreciation and acknowledge the challenges they face.
Companies have the chance to offer products and services that make new moms' lives easier and more comfortable. Understanding their needs and worries is super important for building strong relationships.
For example, Allplants, a plant-based meal delivery service, reached out to their customers who were also new moms to get their feedback. This valuable info can help them tailor their offerings to better support new moms in their postpartum journey.
8. Target moms with specific needs and habits
You can make Mother’s Day extra special by offering a gift that truly matches her lifestyle.
Whether she’s a self-care queen, a coffee lover, a fitness enthusiast, or always on the go, finding the perfect present is all about catering to her unique needs and habits.
Thoughtful, personalized gifts show her just how much she’s appreciated.
Grind releases a gift box composed of carefully curated items from their collection – perfect for mothers who love coffee.
9. Have a subscription gift option
Why limit Mother’s Day to just one day a year?
Make every day special with a plant subscription, a monthly snack box, a regular supply of vitamins, or a fashion subscription box.
Leaf Envy allows subscribers to give the gift of fresh greenery and beautiful blooms all year long. Each month, customers can give their mom a new plant to brighten her space.
10. Share informative and relational emails
It is also recommended to go beyond the traditional salesy email and opt for an informative and relational email.
Share helpful tips, meaningful stories, or personalized messages that celebrate mothers.
Businesses can also connect with their customers by showing appreciation for moms through a thoughtful email or social media post.
Whether it's advice on self-care or words of appreciation, your email can recognize the role of moms and maternal figures.
Heights takes a break from sales messages and instead, shares thoughts from their team about the things they learned from the mother figures in their lives.
11. Show another perspective: Mother Earth🌎
Mother's Day is the perfect time to think outside the box and celebrate not just our moms and mother figures, but also Mother Earth!
Businesses can use this idea in their Mother's Day marketing by showing how moms and nature are connected.
They can promote eco-friendly gifts, sustainable practices, and planet-positive initiatives to show they care about the environment.
This approach will definitely appeal to eco-conscious customers and make Mother's Day celebrations more meaningful. It's a way to show love to both the moms who nurture us and the Earth that sustains us.
TWOTHIRDS totally nailed this approach with their email subject line "We all have a mother: Earth". This short and sweet message perfectly captures the idea that we're all connected to the planet and need to take care of it.
12. Send simple greetings and a thank you note to moms
Mother's Day is a special day to show appreciation to all moms. While gifts are nice, simple acts of kindness like a handwritten note, a warm hug, or a genuine smile can mean the world to a mom.
Businesses can also connect with their customers by showing appreciation for moms through a thoughtful email or social media post.
Companies like Otherland and Italic have done a great job with this approach by focusing on the true meaning of Mother's Day and recognizing the importance of moms.
Advertising Ideas
We reviewed dozens of DTC brands to see what the most common and effective approaches they are using in their Mother’s Day video and display ads. The following are the ideas we liked best.
13. Offer alternatives to flowers
Think outside the bouquet with alternative gifts that go beyond flowers. Offer unique gift items to make their mothers feel a bit more special this year.
Personalized keepsakes, luxurious pampering sets, or a generous box - you can play with the items on your collection and turn them into unique gift boxes like the examples below.
Cometeer and Bokksu both show they've put thought into their gift options.
14. Encourage moms to pick what they want with an e-gift card
A lot of people shop for gifts at the last minute or simply don’t have time to search for the perfect gift. There are also moms who are hard to shop for because their tastes are particular.
Alleviate this common issue by providing digital gift cards. Gift cards are ideal options for everyone because it gives the receiver freedom to choose, whether it’s from her favorite store, a spa day, or a special experience.
They are also usually easy for the giver to buy and simple for the receiver to claim in online shops.
Ana Luisa, Ghia, and Lancome understand the need to be wiser this year in gifting moms with e-gift cards that they can use for online or in-person purchases.
15. Highlight budget-friendly approaches to gifting
We know that there are people who want to give Mother's Day gifts without breaking the bank. Be there when their wallets need a little rescue on special occasions like this.
Showcase your low-priced items that can be perfect for moms and don’t forget to include the price or price range of the items. This way, you can capture their attention quickly and move them closer to a purchase.
Weezie shows items perfect to wrap for a gift starting at $34.
Brooklinen recommends choosing from several price ranges.
No Bull suggests their top training gear picks like this performance hat under $50 budget.
16. Skip the sale and donate to a charity
Instead of holding yet another sale or promoting discounts, stand out by donating to a meaningful cause. Give a portion of the proceeds to your chosen charity. You can celebrate moms while making a difference (which can be a powerful message).
Made By Sunday skips the Mother’s Day sale and gives 20 percent of their sales to Winston’s Wish charity dedicated to grieving children.
Moms are most likely to support these kinds of charities as it involves children and their welfare.
17. Launch new items perfect for the occasion
Surprise Moms and gift-givers out there with something new this Mother’s Day. Feature newly-dropped items that are sure to excite.
Otherland launched special designs and bundles (a candle trio) that come with a convenient gift box, ready for sending on Mother’s Day.
18. Create a meaningful connection with the occasion
While your product may not be a traditional gift for Mother's Day, there can still be a perfect way to show you care in a unique and meaningful way. Whether it's a fun twist on everyday essentials or something that brings a smile, you can connect your brand’s values and products with the occasion.
Keep in mind that sometimes the best gifts are the ones that break tradition – the ones that stand out and show thoughtfulness in their own special way.
Ritual makes a perfect argument with this advertisement by telling us that their product is developed as meticulously as a mother does in her day-to-day activities.
Here, they establish a connection between the traceability of the ingredients and mothers’ thoroughness, care, and attention to detail.
Landing Pages
Ads are nothing without a strong landing page. That’s why we want to highlight some of the best landing pages we’ve seen in the next sections.
19. Wegmans
This landing page from Wegmans starts with a strong value proposition aligned with the occasion, i.e. the promise of delicious meals for Mother's Day. It uses enticing images of meals that appeal to the audience's appetite.
They also use convenience factors by displaying more recommended meals and easy buttons to add them to your basket. They also provide tips on setting the table for this occasion and recommend items to fit the setup.
20. Kendra Scott
Kendra Scott's landing page focuses on helping customers choose the right gift.
They categorize gifts based on top sellers and price range, and also include a gift-finding quiz, customization options, e-gift cards, and other helpful services.
The page's emotive imagery helps customers feel more connected to the brand.
Panoramata makes finding ideas a breeze with its enormous database of ads, emails, and landing pages. Sign up to our newsletter to get more examples like these, plus swipe files, news, and marketing playbooks, directly in your inbox.
Want more ideas and inspiration? Check out our email swipe file with over 100 newsletter ideas you can use for your next campaign.
FAQs
What are some email marketing ideas for Mother's Day?
Some email marketing ideas include sharing gift ideas tailored to different types of moms, showcasing relaxation and pampering gifts, and offering same-day delivery or emergency gift options.
It is also recommended to send informative and relational emails that go beyond traditional sales messages.
What are some advertising ideas for Mother's Day?
Some advertising ideas include offering alternatives to flowers, encouraging moms to pick their own gifts with an e-gift card, and highlighting budget-friendly gifting options. Businesses can also stand out by skipping the sale and donating to a charity or launching new items perfect for the occasion.
What should a strong landing page for Mother's Day include?
A strong landing page should start with a clear value proposition aligned with the occasion and use enticing images. It should also include convenience factors like recommended items, easy add-to-basket buttons, and tips or advice related to the occasion.
