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Not interested in this week’s topic? No problem. Check out this newsletter that discusses how you can increase positive emotional sentiment for your emails by including one, simple element.

Hi there friend,

My relationship and attitude towards Mother’s Day changed forever on December 9th, 2018, when I was diagnosed with an ectopic pregnancy and had to undergo emergency surgery. 

The following May was a difficult time as businesses started their marketing campaigns for Mother’s Day: every email, commercial, and product display a painful reminder of what I had lost just months before. And most businesses' shallow, saccharine approach to the holiday left me feeling even more angry and alone.

But on my motherhood journey, I’ve learned that I am definitely not alone. Mother’s Day is a painful time for many and was even a source of pain for Anna Jarvis, who founded Mother’s Day back in 1907. 

She became so disgusted with the superficial commercialization of the holiday, thanks mostly to the floral, candy, and greeting card industries, that her family chose not to celebrate it in her honor. 😬

Am I suggesting we do the same? No. Mother’s Day can be a fun celebration, a chance to dote on the moms in our lives and thank them for everything they do. I still love being treated to breakfast in bed by my husband and son, and getting foot rubs while I watch my fav Jane Austen movie.

Am I saying you shouldn’t do a Mother’s Day sale? Also no.

Mother’s Day will continue to be a time to give moms gifts of love and appreciation, nothing will change that. I absolutely adore getting flowers, so I’m definitely not stopping my boys from buying me a bouquet. 😂 

Mother’s Day sales are quite popular and make buying gifts more affordable for people with tight budgets. In fact, Mother’s Day is one of the most underrated sales seasons of the year (sorry Anna), and people are showing increased interest in buying meaningful, unique gifts or experiences for their moms, creating more opportunities for small businesses with out-of-the-ordinary offerings to shine.

Source

What I am saying is that we have an opportunity this Mother’s Day to create more meaningful marketing moments for our customers and audiences.

My challenge to you is to help those who have a hard time with this holiday feel seen and loved, to think beyond discounts and offers and come up with ways you can honor mothers that don’t just focus on increasing your revenue.

Here are just a few ideas to consider for your Mother’s Day email campaigns.

Prioritize inclusivity and compassion in your messaging and imagery: 

Motherhood is complex. Womens’ relationship with the role and status vary widely. Instead of assuming all moms fit into a traditional stereotype, celebrate the diverse experiences of motherhood by including copy that talks about single moms, adoptive parents, step mothers, and more.

I love these emails from Everlane and Biossance. The copy feels heartfelt, genuine, and inclusive.

Include diverse representations of mothers in your email imagery and content. Share real stories. Acknowledge those who are in pain: mothers who have lost children, women struggling with infertility, or people who have lost their mother. 

I’ve always loved graphics like this one below that simply speak to some of the heartbreaking circumstances some may be dealing with on Mother’s Day. I created this graphic just for you, to use anywhere you would like. Click the image below to download! ⬇️

Provide customers with the option to read different content:

Your Mother’s Day emails will not be for everyone. Consider linking to different content at the beginning of your email in an effort to provide them with something more relevant (like we did at the top of this email). 

I do want to touch on Mother’s Day opt out emails, a marketing trend with roots in the pandemic. While many have viewed them as thoughtful and kind, others have criticized them for being just as triggering as the regular sales emails, and that the repeated process of opting out every year is irritating.

So, I believe linking to different content is a better, simpler course of action. 

Do a giveaway:

Whether you have a physical, digital, or experience based product, consider doing a giveaway to help celebrate your customers! You can even look into partnering with another small business owner to create a giveaway package. 

This could also be an opportunity for you to start meaningful conversations with your audience. To enter the giveaway, you can ask people to share what Mother’s Day means to them or who they are celebrating and why. 

I love this approach by@HappilyEvenAfterCabin:

Support Meaningful Causes:

Raise awareness and drive support for mothers and children in need by partnering with organizations or charities. Can you donate a portion of the proceeds from your Mother’s Day sale? Or simply highlight a charity and encourage your customers to go and donate? Here are just a few organizations to consider:

Every Mother Counts

This organization partners with charities around the globe to deliver high-impact, low-cost solutions to improve maternal health outcomes.

St. Jude Children's Hospital

St. Jude supports families with children who have cancer and other life-threatening diseases, providing life-saving treatments at no cost.   

Mother’s Day Movement

On a mission to shift the priorities of Mother’s Day, MDM provides fundraising campaigns for non-profit organizations that empower women and mothers around the globe.

Sands

This UK based charity has chapters around the world and supports individuals who have suffered stillbirths and infant loss.

Taking the time to genuinely communicate and more meaningfully market your Mother’s Day offerings will help you create a greater sense of community and trust among your customers, building brand affinity. 

Mother’s Day will probably never go back to being the holiday Anna Jarvis originally envisioned, but if we approach the holiday with more compassion, inclusion, and purpose, we can speak to her original mission–to honor mothers and mother figures, past and present, for everything they do to care for others.

Wishing you all a Mother's Day filled with love, light, and gentleness.

What did you think of this email?

❤️❤️❤️ Loved it. Can't wait to get the next one.

💔 I didn't really care for it.

Abandoned cart emails

One of the most effective emails you can send to your audience is the abandoned cart email. On average 70.19% of online carts are abandoned 🤯. When sent at the right time, it is a helpful reminder to encourage your customers to complete their purchase so they can get their gifts on time.

Set up your abandoned cart email in AWeber for an easy solution with powerful results. If you need help getting started, we have a pre-built campaign.

Get our latest expert advice and helpful tips 

Keep sparkling ✨

- Chelsea H. and the rest of the AWeber team