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1 In 2023, Americans spent $35.7B on Mother’s Day.

2 That’s<a>up 12.6% from the previous year</a>-which means even accounting for inflation, Mother’s Day spending is on a clear upward trend over time.

3 If your brand sells products that align with traditional ideas of motherhood-for example,<a>health and beauty</a>products, jewelry, and<a>home furnishings</a>-your email campaigns may feel straightforward.

4 But in recent years, we’ve become more thoughtful about what motherhood means to different people.

5 We’ve become more sensitive to people who don’t have mothers or who don’t have great relationships with their mothers. We’ve recognized that many people have a complicated relationship with the concept of motherhood. And we’ve embraced seriously the concept of the pet parent, as many<a>millennials are choosing animals</a>over human children.

6 For as many versions of motherhood there may be, there are just as many ways for brands to connect with mothers, mother figures, and the people who love them on Mother’s Day.

7 Here’s some inspiration from 10 real-life brands to help you capture growing revenue opportunities during the spring celebration.

8 - Discover 150+ Ways To Sell More All Year

9 - Align your marketing campaigns with relevant holidays and year-round celebrations.

10 <h2>1. Our Place offers a compassionate opt-out</h2>

8 <h2>1. Our Place offers a compassionate opt-out</h2>

11 For some, Mother’s Day is a celebration of joy and love. For others, it’s painful or upsetting.

9 For some, Mother’s Day is a celebration of joy and love. For others, it’s painful or upsetting.

12 A Mother’s Day opt-out email is peak customer empathy. This example from kitchen essentials brand<a>Our Place</a>is simple and sensitive, and it puts the power of choice in the hands of the customer.

10 A Mother’s Day opt-out email is peak customer empathy. This example from kitchen essentials brand<a>Our Place</a>is simple and sensitive, and it puts the power of choice in the hands of the customer.

13 Another option:Use your<a>sign-up forms</a>to allow subscribers to opt out of particular campaigns or messages right from the get-go.

11 Another option:Use your<a>sign-up forms</a>to allow subscribers to opt out of particular campaigns or messages right from the get-go.

14 When you provide the option to select message preferences as you’re collecting contact information, you’re collecting zero- and first-party data that will allow you to<a>segment your audience</a>in the future-and send more relevant, resonant messages as a result.

12 When you provide the option to select message preferences as you’re collecting contact information, you’re collecting zero- and first-party data that will allow you to<a>segment your audience</a>in the future-and send more relevant, resonant messages as a result.

15 Especially for Mother’s Day, when tensions may be high for some people, giving subscribers a tailored opt-out option may prevent someone from completely unsubscribing from your entire<a>email list.</a>It also shows you’re willing to go the extra mile to deliver a thoughtful customer experience.

13 Especially for Mother’s Day, when tensions may be high for some people, giving subscribers a tailored opt-out option may prevent someone from completely unsubscribing from your entire<a>email list.</a>It also shows you’re willing to go the extra mile to deliver a thoughtful customer experience.

16 - 10 ways to segment your audience-with directions on how to market to each one

17 Get inspired by these ultra-specific segmentation-based marketing ideas, based on real-life Klaviyo use cases and several of the most reliable channels for ethical zero- and first-party data collection.

14 Get inspired by these ultra-specific segmentation-based marketing ideas, based on real-life Klaviyo use cases and several of the most reliable channels for ethical zero- and first-party data collection.

15 + <a>Read full story</a>

18 <h2>2. Wild One celebratesallmoms</h2>

16 <h2>2. Wild One celebratesallmoms</h2>

19 Subject line:This one’s for the dog moms 💘

17 Subject line:This one’s for the dog moms 💘

20 - Source: Wild OnePet essentials brand<a>Wild One</a>expands on the traditional meaning of motherhood by extending it to people who have pets. Their email copy is playful and shows that even if your “kid” is a four-legged, 25-pound ball of fur, mom duties still apply.

18 + Pet essentials brand<a>Wild One</a>expands on the traditional meaning of motherhood by extending it to people who have pets. Their email copy is playful and shows that even if your “kid” is a four-legged, 25-pound ball of fur, mom duties still apply.

21 Even better, Wild One features<a>user-generated content (UGC)</a>in their Mother’s Day email to highlight real members of their brand’s community. It’s a clever way to demonstrate what their products look like in the wild (pun intended), while also adding an element of authenticity and humanity to a promotional email message.

19 Even better, Wild One features<a>user-generated content (UGC)</a>in their Mother’s Day email to highlight real members of their brand’s community. It’s a clever way to demonstrate what their products look like in the wild (pun intended), while also adding an element of authenticity and humanity to a promotional email message.

22 <h2>3. FARM Rio captures a micro-moment</h2>

20 <h2>3. FARM Rio captures a micro-moment</h2>

23 Subject line:Tomorrow is Mother’s Day

21 Subject line:Tomorrow is Mother’s Day

24 - Source: FARM RioOne of Brazil’s most well-known apparel brands,<a>FARM Rio</a>, caters their Mother’s Day email toward last-minute holiday shoppers. You know the ones-the people who wait until the 11th hour to buy their gifts.

22 + One of Brazil’s most well-known apparel brands,<a>FARM Rio</a>, caters their Mother’s Day email toward last-minute holiday shoppers. You know the ones-the people who wait until the 11th hour to buy their gifts.

25 FARM Rio provides a solution that requires very little planning: a gift card.

23 FARM Rio provides a solution that requires very little planning: a gift card.

26 The email itself encapsulates not only the holiday rush to buy a gift, but also the seasonal spirit of spring by offering a timely coupon code in the header section.

24 The email itself encapsulates not only the holiday rush to buy a gift, but also the seasonal spirit of spring by offering a timely coupon code in the header section.

27 <blockquote>The ‘last day to get your orders in time for a holiday’ blast is always a good one. It expresses urgency, provides transparency, and is a real, hard deadline.</blockquote>Brandon AmorosoFounder & president, Electriq

25 <blockquote>The ‘last day to get your orders in time for a holiday’ blast is always a good one. It expresses urgency, provides transparency, and is a real, hard deadline.</blockquote>Brandon AmorosoFounder & president, Electriq

28 “The ‘last day to get your orders in time for a holiday’ blast is always a good one,” says Brandon Amoroso, founder and president of<a>Electriq</a>. “It expresses urgency, provides transparency, and is a real, hard deadline.”

26 “The ‘last day to get your orders in time for a holiday’ blast is always a good one,” says Brandon Amoroso, founder and president of<a>Electriq</a>. “It expresses urgency, provides transparency, and is a real, hard deadline.”

29 Subject line:💗I Got It For My Mama💗- Shop The Mother’s Day Collection

27 Subject line:💗I Got It For My Mama💗- Shop The Mother’s Day Collection

30 - Source: Alice & WonderSome brands, like contemporary apparel and gift brand<a>Alice & Wonder</a>, offer dedicated Mother’s Day product collections. Alice & Wonder’s Mother’s Day gift guide includes curated photos of some of the items shoppers could buy for their mom, or for moms to gift themselves.

28 + Some brands, like contemporary apparel and gift brand<a>Alice & Wonder</a>, offer dedicated Mother’s Day product collections. Alice & Wonder’s Mother’s Day gift guide includes curated photos of some of the items shoppers could buy for their mom, or for moms to gift themselves.

31 From fashionable apparel to quirky coffee and wine mugs, this product selection from Alice & Wonder makes it easy for consumers to find something their mother will appreciate, without having to browse multiple websites or product pages.

29 From fashionable apparel to quirky coffee and wine mugs, this product selection from Alice & Wonder makes it easy for consumers to find something their mother will appreciate, without having to browse multiple websites or product pages.

32 <h2>5. P.O.P. Candy uses SMS for last-minute shoppers</h2>

30 <h2>5. P.O.P. Candy uses SMS for last-minute shoppers</h2>

33 If someone has subscribed to your brand via SMS,<a>they really want to hear from you</a>. According to Klaviyo’s recent<a>SMS consumer sentiment report</a>, most people only subscribe to 2-3 brands via SMS-and most are open to hearing from their favorite brands a<a>few times a week</a>.

31 If someone has subscribed to your brand via SMS,<a>they really want to hear from you</a>. According to Klaviyo’s recent<a>SMS consumer sentiment report</a>, most people only subscribe to 2-3 brands via SMS-and most are open to hearing from their favorite brands a<a>few times a week</a>.

34 For Mother’s Day,<a>P.O.P. Candy</a>isn’t shy about using SMS to communicate with last-minute shoppers who may be so busy, they need to buy a gift on mobile.

32 For Mother’s Day,<a>P.O.P. Candy</a>isn’t shy about using SMS to communicate with last-minute shoppers who may be so busy, they need to buy a gift on mobile.

35 - Source: Klaviyo ShowcaseThe SMS itself is short and to the point: the reader can see the deadline to get a gift in time for Mother’s Day, and click through to the product page.

33 + The SMS itself is short and to the point: the reader can see the deadline to get a gift in time for Mother’s Day, and click through to the product page.It worked, too: The candy brand’s Mother’s Day<a>SMS marketing strategy</a>earned them a high click rate.

36 - It worked, too: The candy brand’s Mother’s Day<a>SMS marketing strategy</a>earned them a high click rate.

37 <h2>6. DeaDia promises moms will get gifts on time</h2>

34 <h2>6. DeaDia promises moms will get gifts on time</h2>

38 Subject line:Don’t forget about Mom! 25% off sitewide!

35 Subject line:Don’t forget about Mom! 25% off sitewide!

39 Preview text:Treat your mother 🌼🌸🌼

36 Preview text:Treat your mother 🌼🌸🌼

40 - Source: Klaviyo ShowcaseSent 8 days before Mother’s Day, this email from jewelry brand<a>DeaDia</a>serves as a gentle reminder to the reader to get that gift for the mother figure in their life. The subject line is playful and includes a nudge-25% off the entire site.

37 + Sent 8 days before Mother’s Day, this email from jewelry brand<a>DeaDia</a>serves as a gentle reminder to the reader to get that gift for the mother figure in their life. The subject line is playful and includes a nudge-25% off the entire site.

41 No wonder this email earned a high open rate.

38 No wonder this email earned a high open rate.

42 The takeaway? Help your audience accomplish their goal-in this case, getting their Mother’s Day gift on time. Also: If you’re offering a sweet deal, let them know in the subject line.

39 The takeaway? Help your audience accomplish their goal-in this case, getting their Mother’s Day gift on time. Also: If you’re offering a sweet deal, let them know in the subject line.

43 <h2>7. Woolino empathizes with tired moms</h2>

40 <h2>7. Woolino empathizes with tired moms</h2>

44 Subject line:Enjoy 15% OFF select styles! 3 days only.

41 Subject line:Enjoy 15% OFF select styles! 3 days only.

45 Preview text:The perfect gift for the sleep-loving mom.

42 Preview text:The perfect gift for the sleep-loving mom.

46 - Source: Klaviyo ShowcaseIf anyone in your life has a newborn, what they want might be easy to figure out: sleep.

43 + If anyone in your life has a newborn, what they want might be easy to figure out: sleep.

47 - <a>Woolino</a>, a baby clothing and sleep apparel brand, empathizes with tired moms by highlighting how their products-sleep bags-can help both babies and moms get a better night’s sleep.

44 + <a>Woolino</a>, a baby clothing and sleep apparel brand, empathizes with tired moms by highlighting how their products-sleep bags-can help both babies and moms get a better night’s sleep.A bold, direct headline-”This is what moms want for Mother’s Day”-and a punchline that’s bound to make the reader chuckle-”a sleeping baby”-precede the important information shoppers need to get the discount.

48 - A bold, direct headline-”This is what moms want for Mother’s Day”-and a punchline that’s bound to make the reader chuckle-”a sleeping baby”-precede the important information shoppers need to get the discount.

49 The ingredients of this email all added up to a high click rate for Woolino.

45 The ingredients of this email all added up to a high click rate for Woolino.

50 <h2>8. Ariel Gordon removes the gifting guessing game</h2>

46 <h2>8. Ariel Gordon removes the gifting guessing game</h2>

51 Subject line:15% Off What’s In-Stock For Mama

47 Subject line:15% Off What’s In-Stock For Mama

52 Preview text:Use code MAMA15 at checkout.

48 Preview text:Use code MAMA15 at checkout.

53 - Source: Klaviyo ShowcaseFor Mother’s Day, jewelry brand<a>Ariel Gordon</a>takes the guesswork out of what you can still buy, when you should buy it, whether it will get there on time, and how much you’ll spend.

49 + For Mother’s Day, jewelry brand<a>Ariel Gordon</a>takes the guesswork out of what you can still buy, when you should buy it, whether it will get there on time, and how much you’ll spend.

54 Right at the top of the email, a hero image communicates the brand’s shipping calendar with clear cut-off dates. Throw in a 15% discount and over a dozen products featured in the email, and it’s no surprise that this email earned such a high click rate.

50 Right at the top of the email, a hero image communicates the brand’s shipping calendar with clear cut-off dates. Throw in a 15% discount and over a dozen products featured in the email, and it’s no surprise that this email earned such a high click rate.

55 Bonus:Ariel Gordon understands that much of their audience may also be mothers themselves. That’s why they include a “Drop a Hint” module that makes it easy for them to share a wish with someone they know. They not only take out the guesswork for gift givers-they also help moms ask for what they want.

51 Bonus:Ariel Gordon understands that much of their audience may also be mothers themselves. That’s why they include a “Drop a Hint” module that makes it easy for them to share a wish with someone they know. They not only take out the guesswork for gift givers-they also help moms ask for what they want.

56 <h2>9. My Trio Rings makes it easy to chip in for a high-priced gift</h2>

52 <h2>9. My Trio Rings makes it easy to chip in for a high-priced gift</h2>

57 Subject line:Mother’s Day Sale 🌸💖 Up To 35% Off

53 Subject line:Mother’s Day Sale 🌸💖 Up To 35% Off

58 Preview text:Get ready for Mother’s Day with additional savings on diamond rings!

54 Preview text:Get ready for Mother’s Day with additional savings on diamond rings!

59 - Source: Klaviyo ShowcaseIf your brand sells high-ticket items, your Mother’s Day gifts may have to be purchased by a group.

55 + If your brand sells high-ticket items, your Mother’s Day gifts may have to be purchased by a group.

60 Why not empathize with families who may be organizing a group gift? In this Mother’s Day email, jewelry brand<a>My Trio Rings</a>spells out their co-pay feature in bulleted steps. They also forefront a hefty discount in both the subject line and the headline in the hero image.

56 Why not empathize with families who may be organizing a group gift? In this Mother’s Day email, jewelry brand<a>My Trio Rings</a>spells out their co-pay feature in bulleted steps. They also forefront a hefty discount in both the subject line and the headline in the hero image.

61 Finally, the brand shows real empathy for those who may have to save up or pay in chunks for their Mother’s Day present through their no-fee layaway explanations.

57 Finally, the brand shows real empathy for those who may have to save up or pay in chunks for their Mother’s Day present through their no-fee layaway explanations.

62 <h2>10. Helen Jon keeps the sale (very) short</h2>

58 <h2>10. Helen Jon keeps the sale (very) short</h2>

63 Subject line:Flash: 40% off for 4 hours only! 11am-3pm CT

59 Subject line:Flash: 40% off for 4 hours only! 11am-3pm CT

64 Preview text:Treat your mother or yourself!

60 Preview text:Treat your mother or yourself!

65 - Source: Klaviyo ShowcaseUrgency can help drive action no matter the holiday. Apparel brand<a>Helen Jon</a>takes it to a whole new level with a 4-hour sale.

61 + Urgency can help drive action no matter the holiday. Apparel brand<a>Helen Jon</a>takes it to a whole new level with a 4-hour sale.

66 Even better, they communicate the discount-40%-and the exact hours of the flash sale in the subject line. This resulted in high open ratesanda high click rate.

62 Even better, they communicate the discount-40%-and the exact hours of the flash sale in the subject line. This resulted in high open ratesanda high click rate.

67 Get tips and tricks for your holiday marketing all year long.

63 Get tips and tricks for your holiday marketing all year long.

68 <a>Learn more</a>

64 <a>Learn more</a>