Aparna Grey, Head of Marketing, APAC – by DotDigital
With Easter behind us, it’s time for marketers to show some love for their Mother’s Day marketing efforts. Over the years, Mother’s Day has become an established holiday and has proven to be a busy time for retailers. It’s a great way to entice shoppers with heart-warming offers to help show moms across the country how special they are, and a great opportunity to boost sales (as an added bonus). way! Let’s look at some key strategies that marketers can use this Mother’s Day to stay on top of the game.
Over the past few years, retailers have started sending emails ahead of time to their customer base asking if they don’t want to receive Mother’s Day emails. Mother’s Day can be challenging for some people for a number of reasons. We’ve been seeing this trend rising to prominence over the past few years, and for good reason.
If you plan to send more than one email around Mother’s Day, it’s a nice touch to give your customers a chance to opt-out. This is one way your brand can show customers that you care about their emotional well-being, which leads to stronger relationships. It also makes sense from a business standpoint because you give people another option to unsubscribe full. The same goes for Father’s Day, so if these are dates your brand celebrates, you can center these sometimes sensitive holidays in your preference.
smart messaging or content
One of the key elements of any campaign is content. Keep the content clear and direct, which delves into the feelings the moms are attached to. Keep Mother’s Day in the headlines in all your communications across all channels. Avoid jargon, complicated phrases and intuitive words so that you can easily connect with the audience. Otherwise, it will drive potential customers away if they fail to connect with the tone of the messaging.
In the journal section of the Liar’s Spirit Company, Mother’s Day messaging sets the perfect tone. It makes sure the message appeals to a wider audience and suggests some activity ideas for its clients, to help them plan the day with their mother and make it a memorable one.
You can’t beat a good gift guide. Offering a variety of products is great for an occasion where a lot of your customers will be buying gifts but on different budgets, and for customers who don’t have the insights data you have. Flora and Fauna never fail to amaze their customers. The team creates curated gift ideas for every occasion, and they’ve done it again for Mother’s Day.
Flora & Fauna has done a great job of dividing the guide into different sub-sections – Natural Soaps, Teas, Skincare & Beauty, Candles & Diffusers, Perfumes and Cards. Each unit shows a choice of certain products with a clear CTA. Keeping the emotion at bay is a smart upsell in the sometimes isolating act of sending something online directly to a recipient.
As the mother of two wonderful sons, Mother’s Day is always special for me, but for some clients it can be a sensitive occasion. Be sure to handle it carefully and offer options to opt-out. Along with that, it is an excellent opportunity to showcase the brand values and share some sentimental message. These examples show that you can take established opportunities and make them work for you, no matter what your brand is.