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8 Mother’s Day email examples to drive sales

Reading Time: 6 minutes

Mother’s Day provides a prime opportunity to connect with customers meaningfully, enhancing relationships and driving sales. 

Usually held on the second Sunday of May in many countries, including the US, this year’s Mother’s Day falls on May 12. However, some countries celebrate this special occasion on different days. 

Norway, for instance, was the first to celebrate it this year on February 11. Meanwhile, Indonesia will celebrate it last on December 22. 

Owing to its popularity, Mother’s Day has become a great time to promote products moms around the world will love and appreciate. 

However, blasting generic promotions in a one-size-fits-all approach misses the mark. As we know, not everyone has a great Mother’s Day experience.  

That’s why the thoughtful approach would be to recognize this diversity and offer holiday opt-out options. The idea is to form positive customer connections and increase sales without alienating some segments of your audience.

This article explores some great Mother’s Day email marketing examples, plus some campaign ideas you can use.

Get 170+ Mother’s Day subject line ideas here.

Did you know you can create and send Mother’s Day emails in minutes?

Mother’s Day email marketing ideas

To make the most out of your campaign, there are several Mother’s Day email marketing ideas you can implement before this special holiday rolls around. Here are a few, some of which could even be sent via SMS:

  1. Exclusive discounts: Send an email or SMS offering an exclusive discount code for Mother’s Day purchases. This is a great way to incentivize customers to shop with you and make a purchase.
  2. Personalized recommendations: Use past purchase data to recommend products that the customer may be interested in based on their previous purchases or browsing history. For example, if a customer has previously purchased jewelry from your store, you could recommend similar items that would make great Mother’s Day gifts.
  3. Limited-time offers: Create a sense of urgency by offering a limited-time promotion that expires before Mother’s Day. This can encourage customers to make a purchase before it’s too late.
  4. Gift guides: Send a curated selection of products with a “Mother’s Day Gift Guide” email or SMS. Include products at different price points to appeal to a wider audience.
  5. Free shipping: Offer free shipping for Mother’s Day purchases. This can be a great incentive for customers who are hesitant to make a purchase due to high shipping costs.
  6. Loyalty rewards: Offer loyalty rewards to customers who make a Mother’s Day purchase. For example, you could offer a coupon code for a future purchase or reward points that can be redeemed for discounts.
  7. Contests: Host a contest via email or SMS for a chance to win a Mother’s Day prize package. Encourage customers to share the promotion on social media for an extra entry.

Remember to keep your email and SMS promotions short and sweet, with clear calls to action and eye-catching graphics or images. 

8 best Mother’s Day email examples

Let’s look at some of the best Mother’s Day emails that we’ve seen here at Omnisend. You can use these to inspire your upcoming campaigns.

1. Hallmark: 30% off for everyone you’re celebrating this Mother’s Day 🌸

Hallmark Mother's Day email: 30% off for everyone you’re celebrating this Mother’s Day

The first example comes from Hallmark — and they would probably know a thing or two about making Mother’s Day memorable.

What we really love here is that they’re showcasing their different cards that would be perfect for the mothers in their customers’ lives. But what takes it to the next level is that they’ve got a special card for people who may be struggling this Mother’s Day.

2. Don’t Buy Her Flowers: Our Mother’s Day Gift Guide is now ready 🎁

Don’t Buy Her Flowers Mother's Day email: Our Mother’s Day Gift Guide is now ready

This gift guide is a masterclass in how you should approach holidays where the subscribers may not know exactly what to buy. Not only is there a gift guide resource to help customers decide, but also ready-made gift boxes.

3. Smartwatch for Less: Mother’s Day Sale 💝

Smartwatch for Less Mother's Day email: Mother's Day Sale

Sometimes, less is more. Here, Smartwatch for Less simply shows off women enjoying their smartwatches, with a simple offer for sitewide sales up to 60% off.

Simple and effective.

4. Hari and the Gang: Happy Mother’s Day! 🌸

Hari and the Gang Mother's Day email: Happy Mother’s Day!

This is a great example of a Mother’s Day email that isn’t overtly about selling products. Instead, it’s offering ideas for things to do for mothers (and role mothers) in subscribers’ lives, including brunch dates, visits to the art gallery, and more.

5. Beehive Cheese: Your Mom deserves the best

Beehive Cheese Mother's Day email: Your Mom deserves the best

Love the puns here!

Beyond that, like other Mother’s Day email examples here, the emails are straightforward and concise, focusing instead on gift-giving guides, gift cards, and resources to help make this day extra special for mothers.

6. Charlested: Mother’s Day gifting made easy…

Charlested Mother's Day email: Mother’s Day gifting made easy…

The minimalist style really works here, since Charlested focuses on beautiful spring-themed colors. Beyond that, it’s great that they’ve considered different gifts for different types of mothers: cooks, florists, gardeners, and more.

7. Rachel Jackson: MOTHER’S DAY HEROES ❤

Rachel Jackson Mother's Day email: Mother's Day Heroes

This is a great example of a photo-led Mother’s Day email. Rachel Jackson here lets their jewelry shine, offering different uses for their different lines.

Additionally, this email’s Mother’s Day marketing messages excel in forging an emotional connection among its audience. With language like “nothing says ‘forever love’ like a personalized piece of RJ treasure,” it highlights the sentimental value of these gifts in honoring motherhood.

8. Ocushield®: Get 20% off this Mother’s Day 💙

Ocushield Mother's Day email: Get 20% off this Mother's Day

Lastly, we’ve got a tech-related product that’s great for any mother that uses a screen of some kind. They lead with a great mom-related image, nice trust signals from Trustpilot and Google, and of course their products.

Again, simple and straightforward.

Mother’s Day email templates

Many email marketing providers, like Omnisend, can help you build your Mother’s Day email campaigns in no time.

They do this with email templates: easy-to-customize templates that already have default images, text, and styling.

All you have to do is change the text and add your own product details.

Here are some of Omnisend’s Mother’s Day email templates you can launch in just a few minutes:

Omnisend email templates for Mother's Day
Omnisend email templates for Mother's Day
Omnisend email templates for Mother's Day

Combined with Omnisend’s easy drag-and-drop email builder, you can choose your favorite template and easily adapt it for your campaigns.

Start sending emails with Omnisend’s amazing Mother’s Day newsletter templates: 

Free and customizable Mother’s Day email templates

Segmenting your Mother’s Day emails

Mother’s Day is the perfect time to try out segmentation and see which ones work best for you. According to HubSpot statistics, segmentation:

  • Drives 30% more opens
  • Prompts 50% more click-throughs
  • Is rated the most effective email marketing strategy by 78% of marketers

Segmenting your emails enables you to send targeted messages to specific groups of people, increasing the chances of them engaging with your content.

Here are some segments you could use:

  • Gender
  • Location (city, country, or region)
  • Age group
  • Interests (fitness, travel, cooking, and more)
  • Purchase history
  • Type of relationship (e.g., mother, grandmother, aunt)

Use these segments to tailor your messaging and offers to each audience, making them feel more valued and understood.


“The ability to segment your list is vital, and Omnisend allows you to do that easily. By linking to your store (which is easy – we use WooCommerce), you can segment based on what people bought, when they bought, and a lot more that I haven’t explored yet but plan to.”

– A G2 review

Wrap up

To have a successful Mother’s Day campaign, keep in mind these key tips:

  • Use a responsive and mobile-friendly email template
  • Personalize your emails to make them more effective
  • Segment your audience into relevant groups
  • Offer a variety of content, including promotional offers and inspirational stories
  • Maintain your brand identity while celebrating moms and mother figures

Get a kick start on your Mother’s Day email campaigns with Omnisend’s ready-made email and popup templates.

Set up and send your Mother’s Day email campaigns in minutes with Omnisend
Bernard Meyer
Article by
Bernard Meyer

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.

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