How to create Mother’s Day popups [+examples]

You don’t have to wait until Mother’s Day arrives to make sales for the occasion. A better strategy is to add a Mother’s Day popup to your website before the sales surge, targeting buyers actively looking for purchases.

An effective Mother’s Day popup isn’t just timely. It also avoids pushy tactics, emotionally connects with the audience, and captures the essence of what this special occasion is all about.

Types of Mother’s Day popups (and when to use each)

Email + SMS capture popup

The standard list-building popup for the homepage with a 6-10 second delay. Omnisend data shows that such delays outperform immediate triggers, so consider implementing them. Pair these popups with discounts or free shipping for collecting emails and phone numbers. Brands capturing SMS alongside emails see 2x more orders from text marketing.

Gift guide popup

Many companies use guide and category page popups while interrupting customers who are already in a buying mode. Use a softer framing instead, like “get 10% off while you browse” or a “help me choose” popup directing to a curated gift guide. The goal is to assist the purchase decision, not push for a signup.

Paid traffic popup

For landing pages that get traffic from Google Shopping or Meta ads. Visitors from paid campaigns have already seen a specific offer in the ad, so a generic popup breaks continuity. Match the popup to the ad with the same discounts and product categories. Use URL targeting in your popup software to limit it to the landing page.

Exit-intent popup

A second layer across all pages, appearing when the visitor’s cursor moves toward the browser bar. Since the visitor has already browsed, exit-intent popups convert 2–4% of those who would otherwise leave without subscribing. Use an offer the visitor hasn’t already seen, avoiding ones they already dismissed in popups on arrival.

Deadline popup

Replace your standard popup in the final 48–72 hours before May 11. “Order by May 8 for guaranteed Mother’s Day delivery” works better at this stage than a generic discount. Conversion rates spike in the last two days before each occasion, and deadline messaging captures that urgency directly.

Mother’s Day popup templates

Capture the emotional importance of Mother’s Day and convert visitors to subscribers with our list of free templates.

How to build popups in Omnisend

Log in to your Omnisend account and click Forms in the menu, and then click the button to create a form. This will take you to our extensive template library.

On this page, you’ll be able to filter the templates by theme, goal, and type. We’re going to choose Popup:

Then you’ll see all the templates for popups:

Choose your favorite, and you’ll be taken to the Form Builder, where you can customize everything, including your font, colors, imagery, offer, CTA, and the success message your visitors will see. Once you’re done, save the form, and it’s ready to publish on your site.

For a full demonstration of creating signup forms, check out our walkthrough video:

Mother’s Day popup examples

Emoi Emoi: “Gift festival for moms” wheel popup

• The “Wheel of Love” branding turns a standard discount popup into a special Mother’s Day event. The name does the work, so the copy doesn’t have to repeat it.
• Multiple prize options (free delivery, discounts, rewards) mean every visitor wins something, removing the worries of getting a bad reward.
• Gamified popups convert at 3.5%+ according to Omnisend data, which is significantly above the 2.1% average for standard formats.

Jean Paul Gaultier: a corner popup on a gift sets page

• Visitors can still browse the page with the offer visible as the popup sits at the bottom and doesn’t block the page. It’s especially fitting for gift sets pages, where the browsing itself is most important.
• The headline “For her, indulgence has no limit” leads with emotion, so the discount and the mechanics of the offer are secondary.
• The focus of the offer is to capture bigger basket sizes, not just to build a contact list. The spend threshold (“$130 or more”) and the gift quantity (“up to 5 exclusive gifts”) signal this. 
• The hard deadline (“Until May 10”) with a specific code (“HAPPYMOM”) makes the popup easy to track and, most importantly, easy to act on.

Bloomingdale’s:  email & SMS capture popup for paid traffic

• The popup runs as two sequential steps: email, then SMS. Each step has a single ask, which reduces form abandonment compared to showing both fields at once.
• The visitor gets full incentive from step one, as the same 15% off offer appears in both steps. The same reward remains in both steps, so the SMS requirement doesn’t gate the reward.
• The image under “Mother’s Day Gift Guide” remains visible behind the popup creating context, making the offer clear before even reading the popup.
• Placing the popup on the gift guide landing page, not the homepage, helps it reach higher-intent visitors who are already browsing for gifts.

Brightland: Multi-step quiz popup

• The quiz step (“What matters in your pantry?”) creates a micro-commitment before asking for an email. 
• Visitors who answer a question are far more likely to complete the form due to the so-called “foot-in-the-door” effect.
• The two sides of the popup have different jobs. Showing the product on the right panel does the selling, while the left panel does the capturing. The second step switches to a gift box photo, reinforcing the gifting occasion.
• The “No thanks” link on step 1 is a low-friction way to show respect to the visitor and reduce bounce from visitors who find such popups annoying.

StoriedLife: Contest/giveaway popup

• The prize is the product (“a hardcover memoir worth $69”), which also functions as a product demo, showing exactly what the mom’s gift will be.
• “Enter to Win” lowers the barrier to engagement compared to a direct purchase ask. It’s most useful for stores with higher average order values where first-visit conversion is unlikely.
• While not in the popup, the “Valid until 13 May” deadline creates urgency in the background, making the contest even more appealing.

Best practices for your Mother’s Day popups

While you can simply select a form template, change a few details, and hit publish, if you want to get the absolute best performance from your popups, then we recommend taking a few extra steps:

1. Have a clear CTA

Your website visitors are probably in a hurry, so any popup needs to grab their attention and not demand too much time. A clear CTA will tell them exactly why they should give you their email address — and also helps to ensure your list remains high quality.

A list with relevant, engaged contacts will help your sender reputation and be more likely to yield impressive email engagement stats. After all, these new subscribers are going to receive emails promoting Mother’s Day gifts, so you don’t want people joining your list if they have no intention of buying anything for this occasion.

The Mother’s Day popup example below has a minimal design with a prominent ‘Enter your email’ field and a CTA button. It encourages signups by inviting website visitors to register for a 15% discount right off the bat.

2. Ask for a phone number

SMS is one of the cheapest forms of marketing and is also incredibly effective. Win-win!

How effective? Brands sent 50 million more SMS campaigns in 2023 than in 2022 and enjoyed more than a 2x increase in orders from text marketing. 

Omnisend’s popup forms have a phone number field and an opt-in box for SMS marketing. Just add this field when setting up your forms, and you’ll be able to send messages to your contacts, including automated SMS.

The Mother’s Day popup below creates emotional excitement and a sense of occasion by offering a gift. It also helps you to grow your audience as it asks for an email address and phone number.

3. Set up an exit popup

How many times have you landed on a website, immediately seen a large popup which you close, and then don’t see another way to subscribe?

This happens a lot, and it’s costing you a lot of missed contacts.

The remedy is simple: an exit-intent popup.

Your visitor can browse around your site and, through cursor tracking, a popup appears when it seems they’re about to leave your site. Because your visitors have had a good chance to look around your store and see what you have, it’s no surprise that exit-intent popups are very effective, converting an extra 2% to 4% of website visitors.

Here are 30 ideas to get your creativity flowing.

The example below shows how to use an exit-intent popup to provide some extra incentive for sticking around — offering a discount for subscribing.

4. Start sending welcome emails

The minutes after somebody joins your email list are a golden window. They’re waiting to hear from you: around 74% of new subscribers expect a welcome email. If you don’t send one, you increase the odds that they’ll quickly forget all about you, leading to lower engagement rates.

You could sit at your computer and manually email every new subscriber as they join, but it’s not the best use of your time. Instead, automate an email (or a series of emails) to get sent to your subscribers immediately. This not only lets you get on with other tasks, but it also ensures a consistent signup process.

This automated welcome email example from The RealReal prominently displays its $25 exclusive discount for new subscribers, incentivizing them to make a purchase. It also highlights The RealReal’s commitment to sustainability and self-expression through fashion.

Speaking of emails, if you’re promoting Mother’s Day offers on your popups, your subscribers will expect to see Mother’s Day emails. If you’re looking for inspiration for these emails, look no further — we’ve got great examples from Omnisend customers right here.

Check out our visually pleasing and professionally designed newsletter templates for Mother’s Day.

Wrap up

Mother’s Day is an excellent opportunity to reach more people and grow your email list.

Use Omnisend’s ready-made popup templates to get started and follow the suggestions to make your strategy even more effective. Welcome new subscribers with a relevant email, such as a discount code, and you’ll have a new audience of people ready and waiting to buy something from you for the special women in their lives.