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What can you do to stand out in the inbox on Mother’s Day?

Presents mother's day

Whether you want to check out what the competition is doing in the UK for the March 26, or you’re planning your campaigns now for the US celebration of Mother’s Day on May 14, I’ve selected some examples that are worth checking out and the reasons I love them. Scroll down for your seasonal dose of email inspiration!

Incentivise with a great excuse

It’s no secret that people love treating themselves. Makeup subscription service Birchbox is aware of that, so it decided to use that as a strategy to stand out in its subscribers’ inboxes. It chose to send this campaign to those subscribers that had not made a leap to becoming a customer yet. Its email includes an attractive offer for customers to treat themselves and their mums at the same time with a special offer, giving them a timely excuse to convert.

Birchbox Mother's Day email

Use animated images, but keep it simple

Animated images are a nice way to engage with your subscribers by adding movement to your campaigns, but be careful not to overwhelm them and distract them from the message. That’s what online gift company Not on the High Street has done for its Mother’s Day email campaign.

Not on the High Street Mother's Day email

The email reminds subscribers why their mothers are amazing and why they should appreciate them, by displaying an animated GIF with different ‘thank you’ messages from subscribers to their mothers.  In this way, the emphasis is more on the occasion rather the promotion of products and it could inspire subscribers on what to write in their cards too!

Use an enticing subject line

If you want your subscribers to open your email, you need to grab their attention. One way to do that is to include relevant emojis in your subject line. Fy and Olivia Burton are examples of this, making sure that emojis displayed correctly on desktop and mobile alike.

Mother's Day subject lines

Mother’s Day subject lines on desktop

Mother's Day subject lines on mobile

Mother’s Day subject lines on mobile

Be subtle

Your subscribers know that your emails are a way for you to promote your products and services. It’s probably one of the reasons they signed up to receiving them in the first place! However, there is no reason for you not to be subtle and thoughtful in the way you approach that sale.

Use attractive, elegant, and eye-catching imagery to appeal the subscribers. Oliver Bonas combined that with structuring its email based on product categories to attract clicks based on which products they would be interested in buying. They also avoided using prices as a way to attract subscribers to the website. That’s one to test! Celtic & Co. actually tested that and for its audience, including prices resulted in better conversion rates.

Mother's Day Oliver Bonas email

Have you seen any interesting examples for Mother’s Day? What tests are you planning? Let us know below.

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