Mother's Day Marketing Guide

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Overview


Mother's Day is one of the largest holidays for ecommerce merchants, with Americans spending over $21 billion dollars last year. Because of this, it’s important to have a marketing strategy in place so that you can reach the audience that is most interested and apt to buy during this season. This guide will walk you through when to schedule your Mother’s Day campaigns, what content to include, who to send to, and how to use other marketing channels to supplement your emails.

Mother's Day Checklist

In this guide, we'll walk you through the following checklist:

  1. Create the following segments
    1. VIP Customers
    2. 2018 Mother's Day Purchasers
    3. 2019 Mother's Day Purchasers
    4. Window Shoppers
    5. Non Opted-in EU Contacts
    6. Opened, Didn't Buy
  2. Create a content schedule
  3. Create a content strategy

Mother's Day Segments


Identifying the right segments to send to (and not to send to) leading up to Mother’s Day will have the biggest impact on the success of your campaigns. Almost everyone has someone in their lives who they would consider buying a Mother’s Day present for, regardless if they’re their actual mother or not. Wives, aunts, sisters, daughters, and grandmothers are also popular people to shop for during the holiday season -- and more likely than not, people will be shopping for more than one of these relatives.

In addition to the segments below, you may also have a segment of unengaged subscribers. Depending on the size of this segment in relation to your total audience or if you are new to Klaviyo, you may want to consider excluding this unengaged segment from your Mother's Day campaigns as well.

Segments to Send to

VIP Customers

These customers represent those who purchased from you recently, frequently, and at a high value. For our business, we're defining frequent as at least 3 times, and recent as in the last 16 weeks. These numbers will vary depending on the types of products you sell, but this is a good starting point.

We are also targeting customers who have spent at least triple our average order value ($100). To calculate your business' average order value, check out this article.

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2018 Mother's Day Purchasers

These are customers who purchased from you around the same time last year. Since people don’t typically purchase on Mother’s Day itself, target people who bought a month or so before Mother’s Day of 2018. Last year, Mother’s Day was on May 13th. This is a good group to target once more to ensure that they are aware of the sales you're promoting.

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Window Shoppers

This segment includes people who have displayed interest in your brand, but haven't actually made a purchase yet. This is a good group to target heavily during the holiday weekend. Consider offering them a higher discount to push them towards making their first purchase.

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Segments to Exclude

2019 Mother's Day Purchasers

This isn't a group of customers that you should send to, but rather one that you should exclude from some of your campaigns. This segment will include anyone who places an order within a month of Mother's Day that we can exclude to avoid over-emailing, as some of these contacts will overlap with other segments that you create and send to. It's also useful to keep an eye on this group for analytics purposes and to gauge how many people are purchasing compared with last year.

Identifying people who purchased in the last month is the simplest way to accomplish this, but it’s not the most precise.

If you have marked Mother’s Day specific items in your ecommerce store, you can also use this data to further hone this audience. For example, if you have a Mother’s Day collection, you can identify people who bought from this collection in the last 30 days. Or, if you have Mother’s Day specific products, you can identify anyone who has bought any of these products. The best method for finding these people will depend on how your store is set up, but this should give you an idea of where to start.

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Non Opted-In EU Contacts

This is not a segment you should send to. Instead, exclude them from all of your Mother's Day campaigns to ensure you aren't violating GDPR.

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Segments to Retarget

Opened, Didn't Buy

This is not a segment of contacts you should email, but rather a segment you should sync with Facebook Custom Audiences via the Facebook integration. If you don't already have this set up, we recommend adding the integration so that you are able to market to your contacts across different channels.

This is a good group to target on Facebook and Instagram because they have demonstrated an interest in what you're sending, but, for whatever reason, haven't been persuaded to buy. It could be the case that email isn't the best platform to reach them or they have been opening your emails on their mobile device but would prefer to buy on their computer. Mirroring your email content on social media is a great way to retarget them and make sure your message gets across.

Once you sync this segment to Facebook and/or Instagram, you don't have to worry about continuously updating it as you send out your marketing emails.

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You can sync this segment to Custom Audiences on the Settings page for the segment.

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Mother's Day Strategy


Below, we'll run through who you should send to, when, and what you should send them. This should be used as a starting point and modified to fit your existing cadence, how long it takes your products to ship, and other nuances unique to your business. We've also included some examples of Mother's Day emails from 2018 for inspiration.

If you don't usually offer gift wrapping and gift messaging, this is something you should consider offering for Mother's Day -- even for an extra charge, if necessary. Mother's Day is a gift-giving holiday, and there will be instances in which customers won't be able to give their gifts in person. For this reason, it's important that they're able to get the gifts wrapped and delivered to whoever they are purchasing for. Additionally, because Mother's Day is a sentimental holiday, allowing gift messaging will enable shoppers to put a more personal touch on the gift, especially if they're not able to be there in person.

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April 29

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Introduce Mother's Day promotions and include different gift ideas as the focal point of the email. If you have a specific Mother's Day collection, direct people here. If not, this is a good opportunity to highlight certain products and collections that speak well to the holiday.

Include Exclude
  • Newsletter subscribers
  • Window shoppers
  • VIP customers
  • 2018 Mother's Day purchasers
  • Non opted-in EU contacts

May 1

Invite your VIP customers to an early access sale or promotion. If you're running a Mother's Day sale, offer them a unique coupon code. If not, consider offering them something else, like free shipping. This is a great way to foster loyalty amongst your best customers.

Include Exclude
  • VIP customers
  • Non opted-in EU contacts

May 6

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Continue to remind shoppers of your Mother's Day promotions. Include a countdown timer in the email to foster a sense of urgency, as this is likely one of the last days customers can order and receive their item in time for the weekend with standard shipping. Include a gift guide in the email to help shoppers who may not be sure what they should purchase.

You may want to include a similar message in your social media campaigns. Additionally, you could create a lookalike audience based on people who purchased this year or last year to target new, similar prospects.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2018 Mother's Day purchasers
  • Non opted-in EU contacts

May 7

black-friday

Send a reminder email to anyone who didn't purchase after receiving the first one. Leverage the sentimentality of the holiday by highlighting the ability to write a personalized gift message.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2018 Mother's Day purchasers
  • Non opted-in EU contacts
  • 2019 Mother's Day purchasers

May 8

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Send another reminder email to your window shoppers and VIPs offering them free 2-day shipping so they can receive their item before the weekend.

Include Exclude
  • Window shoppers
  • VIPs
  • Non opted-in EU contacts
  • 2019 Mother's Day purchasers

May 9

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Send a last chance reminder email to everyone. This email should contain a sense of urgency to encourage people to head to your site to make a purchase -- you may also want to highlight offers like overnight or 2-day shipping. If you have brick-and-mortar stores, you could consider promoting in-store sales.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2018 Mother's Day purchasers
  • Non opted-in EU contacts

May 10 

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Email everyone who hasn't made a purchase yet and offer them expedited shipping and a discount or other incentive to buy. If you sell gift cards, introduce this as an option for last-minute shoppers.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2018 Mother's Day purchasers
  • Non opted-in EU contacts
  • 2019 Mother's Day purchasers

May 11

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This is the final day before Mother's Day, and it's unlikely that you will be able to ship tangible items in time to anyone who purchases. Because of this, heavily push gift cards if you offer them. These are a great option for gifts for secondary relatives during Mother's Day.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2018 Mother's Day purchasers
  • Non opted-in EU contacts
  • 2019 Mother's Day purchasers

 

May 12

Wish your subscribers a happy Mother's Day. This is a nice gesture to foster loyalty. If you know your subscribers' genders, you may want to only send this campaign to female subscribers.

Include Exclude
  • Your newsletter list
  • VIP customers
  • Non opted-in EU contacts

 

Additional Resources

Want more Mother's Day tips? Check out our additional resources:

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