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Customer Retention. Automated

Examples of Email Messaging for Mother's Day

Posted by Aviva Imbrey on Apr 27, 2015 8:44:00 AM

In this blog post we will take a quick look at techniques that build on gender roles, discuss mistakes, and foster relatability in your Mother’s Day and Father’s Day emails.

True of False?




Common mistake.

Make sure to appeal to who will be making the purchase. Do not make an ad geared towards men for Father’s Day if your target purchaser is a wife or a female.

Use purchase history to understand who is swiping the card and make sure every gender related advertisement correlates to the actual purchaser.

Assumptions are effective but dangerous.

  • Know your audience
  • Test subject lines
  • Do your research
  • Analyze your results

What’s Good:

  • Great use of imagery and photography
  • Poem uses humor to appeal the wife’s perspective. (assumption)


  • Add a product name
  • Add brand name
  • Add a Call to Action (CTA): Lots of text, this is almost more of a fun message then an email to foster action

What’s Good:

  • Clear gender associations through color palettes, imagery and font choice.
  • Color : use of feminine and soft complimentary colors: pinks, purples, pastels
  • Font Style: simple and clean fonts


  • Call out specific information in the email: Enlarge logo, value statement “70% off”, and sale dates


  • Can you put yourself in this picture?


Think about it like social media. Don’t you get tired of seeing pictures of everyone seemingly having the time of their life traveling, their new gorgeous house, or their “perfect” kids birthday parties?

Is that really the reality or do people on social media showcase their lives and choose to share only the good parts? The bottom line is that in order to be relatable with your marketing you need to think about the way people want to be perceived by others. Communicate how your brand can continue to project your customers in their best light.

Let’s take a look at two ads that do a great job of doing this for Mother’s Day and Father’s Day.

These ads are targeting a young, hip and healthy Mother and Father. How do we know this?

  • Sneakers
  • Sunglasses
  • Jeans (casual)
  • Orange car
  • Blanket unfolded

Campaign Relates Together: This is always important so that you can align your campaigns, messaging and values with your brand identity.

  • Use of product
  • Color pallet
  • Placement
  • Call to action buttons

Subtle differences:

  • Font choice differing
  • Mother & Daughter
  • Father & Son
  • Color choice
  • Outdoors/Indoors

Want to learn more about how to drive revenue this season? Download a free ebook with tips on creating effective marketing campaigns this Mother’s Day, Father’s Day and Graduation.









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