Email Marketing Trends for Mother's Day

With only a few days left until the Mother's Day, For those who are still confused, May 7th is the day when many companies and brands have started launching their email marketing campaigns. In fact, all you have to do is take a look at our email. But… are they still following the same strategic line as last year?, what new features are they incorporating?, what are the issues?, what frequency of sending are they using? In this post we analyze what some fashion brands are doing.

Days and frequency of shipment
Generally, companies that have decided to prepare a campaign for Mother's Day start implementing it weeks before the date. It is important to inform the subscriber about the arrival of this day and to be realistic, taking into account that we will not be the only ones in their email list. Analyzing major brands from the world of fashion such as Massimo Dutti, Adolfo Dominguez, Cortefiel, Bimba y Lola o Punt Roma, We have seen that to this day they have sent between 2nd and 3rd messages related to this day. The first to do so was Punt Roma, which launched its first email on the day April 18. Regarding the shipping days, we have identified a clear winner: the Tuesday.
Typology of campaigns
We could distinguish 3 types of campaigns:

• Gift ideas

Some brands are opting to select their most outstanding products, which they also consider to be a good gift for mothers. It would be an email aimed at getting them on the minds of subscribers and encouraging them to think about what they could give as a gift.

• Perfect gift

Going a step further, we would find those emails that already emphatically claim to have exactly the gift we need and that we are looking for. In other words, we can even stop looking for it now. This time they also opt for selecting one or more products.

• Discounts

Campaigns that offer some kind of discount are the queens par excellence on this kind of important dates. It is a practice that encourages buying and that is often accompanied by creating the need and the urgency to do so. This year the discounts range between 20% – 30% and sometimes they are accompanied by Free shipping o Express shipping.
Issues
The Asuntos department is very closely linked to the types of campaigns that have been discussed. Among them we find those that create the Urgent need, By using discounts that only last a few hours, those who point out that they have the Perfect gift for our mother, those who give us ideas, Those who incite us from the very beginning with a Attractive discount or those who dare to be more creative. Let's look at some examples:
Perfect gifts:


Ideas:

Discounts:

Discount + need for urgency (shipping):

Creative:

Designs
And we end with some examples where we can appreciate the creative design of some of the brands mentioned. As we can see, they always remain true to their graphic style and use representative motifs from this special day.
BIMBA AND LOLA
Jovial, energetic and fun.

CORTEFIEL
Delicate and elegant.

INTROPIA
Simple but, it comes with a gift!

MASSIMO DUTTI
Classic and elegant, it retains the essence of the brand.

ADOLFO DOMÍNGUEZ
Clever, it adapts to the current context. Extensive but very well-thought-out.

PUNT ROMA
Simple but clear and direct.