Mother's Day: a golden opportunity for your brand!

Mother's Day: that moment when macaroni necklaces give way to "Best Mom" mugs and impromptu bouquets. It's also a moment when 69% of consumers plan to make a purchase with an average basket of €50 to €100 (Bonial study). A (truly) golden opportunity for your sales

But then, how to maximize the impact of your email campaigns to turn this event into a marketing success? Follow the guide!

If you want to touch the hearts (and wallets) of your buyers, whether they are fathers, children, or mothers (and their mothers too, yes, that's a lot of mothers), you must first know how to touch their emotions. 😉

Use your email subject lines wisely to spark emotion and grab attention. Here are a few examples: “Mum, this message is for you!” “Remember the pasta necklace? We’ve got something better!” “For all our Super Moms.”

Tell the little story that moves hearts and minds. The story of the first drawing stuck on the fridge, the magic kiss that heals everything... 

Insert the customer's first name, suggest gifts based on their previous purchases/preferences... Clearly, make them feel unique!

A 4-step email strategy will allow you to create a connection from the first email, strengthen it with each interaction, and thus maximize the chances of success of your Mother's Day campaign.

• Send a “Save the date” to announce the event

• Promote exclusive and limited offers for those rare ones who plan ahead.

Because finding the perfect gift is not always easy:

• inspire with a gift guide by budget/personality,

• push interactive contents like a quiz “What is your mom’s style?” or a gift finder,

• showcase best-sellers, trendy gifts approved by users.

The last chance campaign for the 68% of consumers who plan to buy their gift the week before D-Day (Bonial Study)

• Trigger the countdown for last-minute orders and create urgency right from the email subject line: “STOP! You have 48 hours left to treat your mom”, “Hurry! Mother’s Day is coming faster than you think!"

• Highlight last-minute gift ideas such as gift cards "Oops, you forgot? We didn't! Express gifts here".

• Offer express delivery, a special "Flash Offer" for latecomers!

The long-awaited day to warm every mother's heart is finally here!

• Send a dedicated message to moms (they’re your customers too!).

• Think UGC (User Generated Content) to tap into emotion. Encourage your customers to share their special moments, photos, and stories on social media.

• Offer a bonus for future purchases (because building loyalty is better than a one-time charm!)

Strengthen the bond once Mother's Day is over! Show that your brand thinks of its customers long after the checkout. Therefor, think about designing:

💌 A thank you email (simple, effective)

😅 An offer for latecomers : “Did you forget Mother's Day? We'll help you make amends...” 

🎁 A post-event discount to make the magic last et remain in their hearts

📬 A follow-up email to collect product reviews and recommendations

Discover some examples of emails created by our clients on Dartagnan, which could inspire you to design exceptional emails for Mother's Day 2025.

Mother's day, much more than a marketing staple, is a rare opportunity to connect your brand to the intimate, to memory, to emotion...

By combining creativity, strategy, and surgical timing, you can:

• Double your sales over a short period

• Strengthen your customer relationship in the long term

• Create an annual emotional appointment with your audience

And what if, thanks to you, thousands of mothers received an unexpected, touching, sincere "I love you"?

That's the art of combining ROI and ❤️