by Wendy Lowe

Many small businesses have a great opportunity to boost Mother’s Day sales via email marketing. If your business is one of the millions that offer beauty products, apparel, flowers, or other things that Mom would enjoy, you’re in luck! Hallmark doesn’t have to be the only company that does great business on Mother’s Day.

Many people have trouble figuring out what to give Mom on her day. This means your audience of prospects and customers would enjoy some creative purchase ideas that are easy to choose from. Your customers may also have forgotten about a gift so emails can be a valuable reminder to them. Here are five tips to help you get going:

1) Consider your products and services and look for a small selection (only one to three items) that you can promote in an email. This keeps the buyer decision process easy. Sometimes more information and choices only create doubt and uncertainty. Also, try to avoid suggesting products that require a specific size or fit, since all of us may not know Mom’s current dress size.

2) As you refine your list of products for the campaign, think of a call-to-action that will make a good subject line in your email. For example, “Buy a dozen roses for Mom and the second dozen are on us!” Another good example could be, “No shipping fees for Mother’s Day gift purchases.” Remember to avoid words in your subject line like “free” so the dreaded spam filter doesn’t block your message.

3) If you track gender in your database, segment your list and customize the message so that the text is specific to the recipient. “Let Mom know that her girl may be all grown up now, but always remembers.” For the males, maybe let them know what others are buying their mothers. Men always need help buying gifts for the women in their lives.

4) Improve your success by giving customers the option of a nice gift certificate, in case the buyer isn’t sure what their Mom will like from your store. Include examples of gifts at different price points so they have an idea of what the certificate will buy.

5) Send a reminder email just before the holiday. That will catch the last-minute shoppers at the right moment. Make sure that your delivery processing time is accounted for in your email timing, so the email recipient can still bank on getting the gift to Mom on time. If they can pick it up, let them know that it will be ready when they arrive.

While these are ideas specific to Mother’s Day, remember that Father’s Day is just around the corner. Most of these ideas will work well for other special dates too. Good luck and don’t forget about your own Mom in the rush to get your marketing done! Happy Mother’s Day!

Wendy Lowe is director of product marketing for Campaigner, the email marketing solution that enables organizations to have highly personalized one-to-one email dialogues with their customers, measure how they respond, and analyze those responses to interact in a more intelligent, automated way. To download the free eBook The Small Business Guide to Email Marketing: Top Tips to Get You Started, visit Wendy can be reached at