— April 19, 2018
Mother’s Day is coming, and on top of Sunday brunches and maybe a couple mimosa’s, you can also expect an increase in soft pinks and flower GIFs in your inbox. By the way, this year it’s May 13th – here’s a Google Calendar link so you don’t forget. 🙂
We love these times of year, including Holiday Season, Valentines Day, and Summer Break, because it brings out the most creativity in marketing departments and brands trying to distinguish themselves from the crowd. This is especially true for ecommerce and retail sites who are emailing about upcoming Mother’s Day sales, but just as interestingly, brands of all stripes are celebrating mothers in their own unique way.
Applying Best Practices to Your Email Campaigns
In honour of our mothers, we wanted to showcase some of the more effective and beautifully designed emails and newsletters, and give you a little look into what we love about them. Each of these campaigns utilizes many of our recommended best practices, including using images and GIFs to increase engagement, clear calls-to-action, simple design, alignment to your overall brand, and more.
BUT, we also would love your input! As you take a look at these campaigns, be sure to vote on your favourite at the bottom of the page, and we’ll tally these up to present to the world what the Mailjet community considers the best Mother’s Day newsletter .
Anthropologie: Power of Simplicity in your Email Campaigns
First up is Anthropologie’s To Mom With Love email. What we love about this campaign is its simplicity, focusing the email on one clear purpose: shop Mother’s Day Gifts.
The image is simple yet beautiful and brand-aligned, making it clear right off the top what this email is about. Their call-to-action, “Shop Mother’s Day Gift”, is more descriptive than many in this list, which simply state “Shop Now”. They also use colors really effectively, creating a clear emotional reaction of energy, love, and motherhood.
Jack Spade: Email Design to Increase Clicks
We warned you about soft pinks. This email continues the trend started by Anthropologie with it’s simple yet impactful design. They also take advantage of the fact that many of their customers are used to shopping on their website, and so they maintain this brand consistency with the website heading at the top, which creates familiarity and allows readers to navigate to any page on the site they want.
But make no mistake, the page THEY want you to go to is the Mother’s Day “Shop Now” link. The witty (and all too relatable) headline “You Never Call Anymore” literally forms the top of a funnel that pulls your eyes downwards to the one CTA, “Shop Now”. Brilliant.
SeatGeek: Brand Alignment
Next up is Seat Geek’s campaign, which is powerful for two reasons.
First, they know their audience, and as a result they are branding this email not like what we’ve seen above with Mother’s Day colors and flowers, but instead with their on-brand blue and yellow. Their audience, as a sports ticketing mobile app, is predominantly younger users who interact with their product on a mobile device.
Second, SeatGeek is the only example in this list that utilized a GIF in its email, and it does so in a creative way that (1) reveals more information the more you watch, and (2) draws your attention to the core message of the email: It’s Mother’s Day and she just wants to spend time with you.
Dr. Martens: Email Personalization
Our last contestant is Dr. (Doc) Martens. I’ll push past the obligatory beautiful flower arrangement, bold headlines, and website-navigation and instead focus on their email personalization. While this email is clearly a Mother’s Day email, trying to remind their audience that they have some gifts to buy, it’s also using past click behaviour and engagement data to curate a list of products that they think will be interesting to the user.
Plus, the way the flowers grow out of the text? Love it (Pro tip: just as with your mother, it’s always good to show respect to a designer).
Key Take Aways For Your Email Campaigns
All together, these campaigns touch on some of the really important best practices you need to consider when putting together your emails campaigns, and especially your Mother’s Day campaigns.
- Keep it Simple: Your campaign shouldn’t be asking your audience to do too much. One clear Call-to-Action and one core message is ideal to generate the most engagement.
- Keep it Brand Aligned: While the soft pinks may feel like a necessity at Mother’s Day, don’t forget that you have a brand you need to maintain.
- The Power of GIFs: A cat GIF is one thing, a custom GIF that can showcase your value, stay on brand, and also communicate your core message? That’s the tops.
- Personalization: With your email platform, there is so much you can do to personalize content and segment audiences to increase engagement on your emails. Your Mom’s favourite Mother’s Day gift is a one-of-kind homemade card, why would your audience be any different.
We’ve love your thoughts – which email best captures the Mother’s Day spirit? Which email are you desperately trying to click on? Leave your vote here!
Happy (early) Mother’s Day to all the mothers!