10 Email Campaigns to Copy This Mother’s Day
Email inspo and hacks for Mother's Day Sale inside!
📆 Tuesday, 6th May 2025
Hey — It's Rhythm. Thrilled to have you back in EcomCircle, where I spend my time scaling ecom brands & finding best growth strategies to share with you.
DEEP DIVE 💡Mother’s Day is one of those rare moments when emotion and intent collide—and wallets open wide.
But let’s be real: between chasing Q2 goals and juggling promos, it’s easy to let this one sneak up on you. If you haven’t mapped out your campaign yet, don’t sweat it.
I’ve rounded up 10 high-converting Mother’s Day emails from brands that got it right—real examples with clever hooks, strong visuals, and offers that actually move the needle.
Steal ‘em, tweak ‘em, or let ‘em spark your own spin.
Let’s jump in 👇
1. Gift Guides for Every Kind of Mom
Nobody wants to scroll endlessly for the perfect gift. Make it easy with a curated gift guide tailored to different mom personas—think “The Cozy Mom,” “The Fitness Fanatic,” or “The Coffee Queen.”
Steal This: Bombas nailed this by showcasing socks for every mom’s vibe (from “loves lounging” to “always on the go”) with vibrant visuals and snappy copy. Their email screamed “we get your mom” while highlighting product quality. Create a guide with 3-5 mom types, link to specific products, and use bold imagery to make it pop.
Pro Tip: Add a quiz (like Brilliant Earth’s 3-part gem finder) to personalize the experience and boost engagement.
2. Pamper Her with Relaxation Vibes
Moms are overworked superheroes. Lean into the “treat yo’self” angle by positioning your products as the ultimate relaxation gift.
Steal This: Moon Pod’s email sold their beanbag as a “cozy escape for Mom” with dreamy lifestyle shots of moms chilling. Maude took a similar route, hyping their skincare set as “pampering perfection.” Highlight how your product delivers calm—whether it’s candles, loungewear, or bath salts—and use words like “unwind” or “recharge” to tug at heartstrings.
Pro Tip: Bundle products (e.g., candle + bath bomb) for a ready-to-gift package that feels luxe.
Maude highlights the word "pampering" to align their skincare set with this gift-giving occasion.
3. Be the Hero for Last-Minute Shoppers
Procrastinators are your people—cater to them with same-day delivery or e-gift card options.
Steal This: Floom’s “same-day bouquet delivery” email saved the day for late shoppers, with a clear CTA and urgency (“Order by noon!”). Heist went digital, pushing gift cards so Mom can pick her own goodies. If you’ve got logistics for quick shipping, flaunt it. If not, e-gift cards are your low-effort, high-conversion friend.
Pro Tip: Add a countdown timer (like Thorntons) to crank up the urgency without being pushy.
4. Celebrate New Moms
First-time moms are often overlooked, but they’re a goldmine. Acknowledge their journey with thoughtful products that ease the chaos of new motherhood.
Steal This: Allplants reached out to new-mom customers for feedback, then tailored their plant-based meal delivery pitch to postpartum needs. Their email felt personal, not salesy, and built trust. If your product fits (think skincare, cozy apparel, or meal kits), craft a heartfelt message that says, “We see you, new mom.”
Pro Tip: Offer a small discount or freebie to make the first purchase a no-brainer.
5. Subscription Gifts for Year-Round Love
Why limit Mother’s Day to one day? Pitch subscriptions that keep the love flowing—think monthly plants, snacks, or beauty boxes.
Steal This: Leaf Envy’s plant subscription email promised “fresh greenery for Mom every month,” with stunning visuals of blooms in cozy homes. They leaned into the emotional angle: “Make every day special.” If you’ve got a subscription model, position it as a gift that keeps giving.
Pro Tip: Highlight the value (e.g., “$X/month for endless joy”) and include a “Gift Now” CTA.
6. Get Personal, Skip the Hard Sell
Sometimes, the best email isn’t about sales—it’s about connection. Share a story or message that celebrates moms without pushing product.
Steal This: Heights sent a heartfelt email sharing team members’ lessons from their moms, with zero sales pitch. It built goodwill and kept the brand top-of-mind. Try a “What Mom Taught Us” angle or a simple “Happy Mother’s Day” note with a subtle link to your gift guide.
Pro Tip: Use a conversational tone—like you’re chatting with a friend—to make it feel authentic.
7. Budget-Friendly Gift Options
Not every customer’s dropping $220. Capture budget shoppers with affordable picks that still feel special.
Steal This: Weezie’s email showcased “gifts starting at $34,” with clear pricing and cute visuals. Brooklinen went further, categorizing gifts by price range (“Under $50, Under $100”). Be upfront about cost, and make sure the imagery screams “this is a steal, not cheap.”
Pro Tip: Add a “Shop by Budget” section on your landing page to seal the deal.
8. E-Gift Cards for the Win
For picky moms or last-minute shoppers, e-gift cards are a lifesaver. They’re low-effort for you and flexible for the giftee.
Steal This: Ana Luisa’s e-gift card email was sleek, with a “Let Mom Choose” headline and vibrant visuals. They made it dead simple to buy and redeem online. If you offer gift cards, push them hard in your final emails with a clear “Buy Now” button.
Pro Tip: Sweeten the deal with a bonus (e.g., “Buy a $50 card, get $10 free”).
9. Give Back to Stand Out
Skip the usual discount and donate a portion of sales to a mom- or kid-focused charity. It’s a feel-good move that sets you apart.
Steal This: Made By Sunday donated 20% of Mother’s Day sales to a children’s grief charity, with copy that tied the cause to moms’ love for kids. Their email was emotional but not sappy, and it resonated big-time. Pick a cause that aligns with your brand, and shout it loud.
Pro Tip: Share the donation impact post-campaign to build trust for next year.
10. Mother Earth Angle for Eco Brands
If your brand’s eco-friendly, tie Mother’s Day to Mother Earth for a fresh spin.
Steal This: TWOTHIRDS’ “We all have a mother: Earth” subject line was genius, pairing eco-friendly gifts with a planet-positive message. Their email highlighted sustainable products and practices, appealing to green-minded shoppers. If sustainability’s your thing, lean into it with bold visuals and clear values.
Pro Tip: Add a stat (e.g., “X trees planted with every purchase”) to make it tangible.
Alright, we’ve unpacked a lot—from heartwarming messaging to limited-time offers that drive clicks.
But here’s the real kicker: Mother’s Day isn’t just another promo—it’s a chance to connect emotionally, show customers you get them, and make it easy for them to show love.
Whether it’s a thoughtful gift guide, a last-chance reminder, or a simple “thank you, Mom” email, every touchpoint matters.
And the best part? You don’t have to figure this out alone.
If you’re curious about how these strategies can transform your brand’s Mother’s Day sales, why not take a deeper dive with us?
👉 Interested in seeing how personalized emails can boost your Mother’s sales? Let’s schedule a demo and explore together.
💌 Want to create personalized gift guides and real-time offers for your customers? We can help! Reach out to see how it works for your brand.
⏳ Wondering how countdown timers can drive urgency in your emails? Let’s chat about how we can make that happen for you.
This Mother’s Day, let’s not just spread love, but also sales—effortlessly.