Celebrate Moms: 5 Customer Segments for your next Personalized Mother's Day Campaign

In today's hyper-competitive DTC e-commerce landscape, especially with inflation on the rise, it’s important to build stronger relationships with your customers now more than ever. And what’s the best way to build customer relationships? Personalization.

By tailoring your messaging and offers to individual customers, you can create a more engaging and relevant shopping experience that boosts conversion rates and builds customer loyalty. 

With Mother’s Day just around the corner, shoppers are on the search for the perfect gift for their moms.  In this article, we’ll explore the 5 customer segments for your next Mother’s Day campaign, share some quick data insights from our Mother’s Day analysis, and suggest some marketing strategies that you can implement right away.

Top 5 Customer Segments for Mother’s Day 2023

Segment #1: Mother's Day 2022 New Customers

These are customers who made their first purchase last Mother's Day in 2022, so you know they most likely bought a gift last year for Mother’s Day. 

Celebrate their mom’s as well as their 1 year anniversary as customers with a special offer! Make it personal by reminding them that they're receiving this email because they made a purchase last year for Mother's Day. This shows that you appreciate their loyalty and thoughtfulness, making them feel even more valued as a customer.

Segment #2: Mother's Day 2022 One-timers

This segment is similar to the previous segment, with the main difference being that they are customers who made their one and only purchase during Mother's Day 2022.

Nudge them to become repeat buyers by giving them an offer they can’t resist.

Segment #3: Mother’s Day 2022 High Spenders

High spenders are customers who have made significant purchases (top 25% of spend) during Mother's Day 2022 and the period leading up to it.

Target these customers with the underlying assumption that they are willing and able to spend on big ticket items, and have experienced value from your brand. This means they are receptive to buying again, so it makes sense to target them separately with bigger ticket items or bundles.

Segment #4: Customers who purchased in the last 30-90 days

These are customers who have recently purchased from your store and are still engaged with your brand. 

The reason why we’ve included this segment as one of the top segments to target is because our research shows that returning customers usually contribute to more than half the revenue on holidays.

Segment #5: Active Loyals

These are customers who have bought 3 or more times and are still active in their lifecycle. They are loyal to your brand and you need to ensure these customers stay happy!

Now that we've introduced you to the five crucial customer segments to target for Mother’s Day 2023, let's dive into some key insights from our data analysis of Mother’s Day email campaigns and share some effective marketing strategies.

Data Insights for Your Mother's Day 2023 Planning

Our Mother’s Day study focused on last year’s email campaigns sent between April 24 and May 8, 2022. The data comes from real (anonymized and aggregated) data, representing over 300+ DTC stores, 1,000+ email subject lines, and 1.9 million emails sent. Here’s what we found: 

The average discount rate across all stores in our analysis is 6.48%
Understanding this benchmark can help you decide your own discount strategy. Go too low, and your offer may not seem enticing enough. Go too high, and your profit margins could take a hit.

The most frequently used words and phrases in email subject lines include:

Words:

• Mother's Day
• Sale
• Gift
• Happy
• Day
• Mother
• Celebrate
• Limited edition
• Special
• Savings

Phrases:

• Happy Mother's Day
• Mother's Day Sale
• Mother's Day Gift Ideas
• Early Mother's Day Sale
• Mother's Day Special
• Mother's Day is Next Week
• Last-Minute Mother's Day Gift
• Mother's Day Collection

If we take a closer look at each of the top 10 words and phrases and their corresponding Open Rates and Click-Through-Rates, here’s what we found:

Moving from insights to action, let's explore how the data can inform your Mother's Day marketing strategies.

Mother’s Day 2023 Marketing Strategies and Tips

Stay on their radar with multi-phase campaigns

Craft a strategic, multi-phase email campaign to keep your brand at the forefront of your customer's minds and to maximize your Mother's Day sales. Divide your campaign into distinct stages such as the initial buzz, friendly reminders, last-minute deals, and post-Mother’s Day follow-ups. 

For instance, treat your “Active Loyals” to an early-bird discount while tempting the “Mother's Day 2022 One-timers” with a flash deal. 

Here’s an example friendly reminder email from postable:

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Be creative and authentic in your Mother’s Day messaging

It’s okay to be different and go beyond the typical 'Mother's Day Sale' headers. For instance, FitVine cleverly used the pun 'The Mother of all Wine' as their headline. 

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Meanwhile, Tuft & Needle didn’t promote any products but simply reminded their audience to connect with their moms with a simple yet impactful 'Text Mom Call Mom'. 

By carefully crafting your messaging, you can strike a balance between being innovative and authentic.

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Be mindful of customers that may not want Mother’s Day-related emails

Mother's Day can be a time of celebration for many, but it's important to remember that it can also be a tough time for others. Give customers the option to opt-out of Mother's Day-related emails. A single, empathetic email offering this choice can make a world of difference. 

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Try Tresl Segments for your next personalized email marketing campaign

We hope you've found this Mother's Day blog post helpful and informative. Remember, when it comes to marketing, data is your friend. By sending well-timed emails to the right customer segments, you will see a boost in your conversions.

Built by former LinkedIn data scientists, Tresl Segments makes it easy to create customer segments and sync those segments directly to your marketing channels. So don't wait - start targeting these segments today with Segments and take your Mother's Day marketing strategy to the next level!

You can try Segments for yourself with our 14-day free trial. Sign up now and start building your most successful Mother's Day campaign yet.