Mother’s Day is right around the corner and that means two things for small business owners: get ready for customers willing to spend and set aside time to call your mom.
We’ll assume you can handle the latter part on your own.
For the first part, how can your business get ready and stand out from the plethora of Mother’s Day marketing messages coming to consumers’ inboxes over the next few days?
Here are five ideas for Mother’s Day email marketing tips to help your small business stand out from the crowd:
Roll out the specials
For many price conscious consumers, this will be the most important element they will look for in your emails. These customers want to see what’s the best deal they can get for the holiday. That doesn’t necessarily mean the cheapest. After all, we’re talking about spending for dear old mom here. Instead, these customers want the best value for their money.
If you are a restaurant, you should think about an prix fixe menu that includes everything one would want in the meal for a decent price. The other good thing about the prix fixe menu is that it cuts down on the number of decisions the customer needs to make.
If you have another type of small business that can expect a bump in foot traffic, look for other ways to entice Mother’s Day shoppers. One oldie but goodie is a ‘Buy One, Get One
Free (For Mom).’
Be sure to include past Mother’s Day customers in your list
This may seem like a no-brainer but you’d be surprised how disorganized some people are about their email lists. If you have a robust point-of-sale system that includes some basic marketing and loyalty functions, you are hopefully collecting customer email addresses during each transaction.
With that in mind, it’s a good idea to go back through the transactions and see which customers purchased on Mother’s Day last year and in previous years. Collect those emails and add them to your Mother’s Day email list for this year.
Go with a human touch/story
For some consumers, they are less swayed by price but a good story will help make a connection. Do you have something in your background that would make for a good story? If you own a restaurant, maybe it was your mother’s or your grandmother’s cooking that inspired you to go into the food business.
On the other hand, if you own a retail store, maybe you could tell a story in your email about how your mother inspired you to become an entrepreneur.
We all know that being a mother is one of the hardest jobs there is so almost certainly something you can use from your own background to write a story you will want to share with your customers about why you’re doing what you’re doing.
Include a countdown timer
There’s nothing like adding a little urgency to help spur action on the part of customers. For this tip, you’ll want to find a gif file that includes a countdown timer you can embed in the email.
Displaying the number of days and hours left until Mother’s Day is a gentle but forceful reminder to the customer that they only have so long before the holiday arrives. In turn, this will hopefully get them to make plans for the day.
Make sure it’s mobile friendly
There have been several studies that state the percentage of customers who will likely open your email on a mobile device. Make sure your email is designed to be responsive, meaning it will display properly on a desktop, on a tablet and on a mobile device.
If the customer gets frustrated because they can’t read the words or the pictures are too large, they will simply delete your message. Make sure that doesn’t happen by going with a design or template that renders properly on all types of devices.
Want to know more about how you can use a point-of-sale device to collect email addresses you can use next year for Mother’s Day (and all year round)? Contact us today for a demonstration.