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BizReport : Email Marketing : March 25, 2013

How to better engage for Mother's Day

Just over seven weeks from now sons and daughters will be celebrating their mothers with flowers, lunches out and remembrance gifts. Many brands will turn to email to engage shoppers for the holiday lead-up, but many messages will be missed in the dearth of promotional emails sent. Experian Marketing Services offers their top tips:

by Kristina Knight

experian.jpgFirst, use urgency. According to data from Experian Marketing Services 46% of Mother's Day themed promotional mailings will be sent in the week before the holiday. That is because 80% of transactions are made from emails sent in the 14 days pre-holiday. Good to know, but how does a brand make their campaign stand out? Urgency.

"Use a sense of urgency early: Mother's Day mailings with urgency in the subject line (words such as "last day," "final hours," "today only") have more than double the transaction rates of other Mother's Day mailings for April and early May. During the high volume week just prior to the holiday, it appears the pressure to buy something for Mom is strong enough that urgency words in subject lines may not be needed, and add no boost in transaction rates," writes the company.

Second, include an offer in the subject line. Experian Marketing Services data shows a 32% transaction rate increase in emails including an offer-based subject line; there is also a 15% revenue increase for those emails. Free shipping or free gifts can also lead to increases in transaction and revenue rates.

Don't forget to personalize, as well. Emails targeted to Dads, Daughters or Sons have higher open rates when the subject line is personalized. And don't forget about Mom, herself. Subject lines or content including 'treat yourself' have been shown to work well over the Mother's Day holiday.

Finally, know what your brand offers mom's. The biggests revenue increases are seen from flowers, candy and beauty products. So tout the brand's biggest sellers. Experian's research notes that only about one-third (34%) of Mother's Day emails are from mom-centric brands but those emails result in nearly half (49%) of transactions.

Image via Shutterstock

Tags: email ads, email marketing, email tips, Experian Marketing Services, Mother's Day tips, Mother's Day trends

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