March 26, 2024 • 44 mins
193 - Tune in for our insights on how to engage with your customers on an emotional level while helping them find the perfect gift for mom. Discover our top email marketing campaign ideas to prompt your subscribers to shop this Mother’s Day.
Watch the video showcasing all email design examples here!
You’ll Learn
- How to tie your products with your email marketing strategy
- One segmenting strategy you should implement before Mother’s Day
- The differences between marketing Mother’s Day in the UK, the US and Canada
- Email campaign ideas for even the least giftable industries
- The secret to conversion beyond discount incentives
- Andriy and Vira’s top suggestion for optimizing your website this Mother’s Day
Resources Mentioned in This Episode
- How to Insert a Countdown Timer in an Email
- #99. How to Use Organic Content as an Opt-in for your eCommerce Business
- Wild One
- Cleancult
- Sephora
- Shock Surplus
- Everlane
- Doe Beauty
- Sol de Janeiro
- Brilliant Earth
- Ippolita
- Steven Alan
- Tuft & Needle
- Samsung
- Postable
Did you enjoy this episode? If so, please leave a short review and we will send you a Flowium gift.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome to email Einstein, a podcast by Floium.
It's time to start honoringyour inner marketing Einstein.
Tune in for the data-driventips that'll make you a
marketing genius.
Here you'll find emailmarketing formulas and tips
straight from the brilliant madscientists at Floium.
It's time for your emails tostart earning more money.
It's time to unleash yourEinstein.
Speaker 2 (00:25):
Hello everyone and welcome back to email Einstein.
The podcast by Floium.
We are your host, Vera Sadlakand Andrey Ibochuk.
And we are happy to welcome youguys back to discuss all things
Mother's Day.
Hey, andrey, what are yourplans for Mother's Day this year
(00:46):
?
I know it's like far from themoment we're recording, but like
, do you guys have any liketraditions at home?
Are you doing anything specialon Mother's Day, traditionally
with your family?
Speaker 3 (00:58):
Nothing unique, but typically we go to each like to
my mother-in-law, to my mother,like to give them flowers and
sometimes gifts, and then laterwe'll probably go to restaurant
for dinner, lunch or dinner withmy family, with my wife and
kids.
Speaker 2 (01:17):
So this is our Cute.
Speaker 3 (01:20):
Do you?
Speaker 2 (01:20):
guys also celebrate Father's Day, or is it not such
a big deal as Mother's?
Speaker 3 (01:24):
Day no, no, we do, we do, we do.
Speaker 2 (01:26):
Oh, cool we try to celebrate All things, because I
just learned about like Father'sDay when I moved to like Canada
and I think it's like more likea recent thing, the Father's
Day.
But Mother's Day obviously islike a big thing.
But Father's Day is just like Ifeel like it's getting more and
more popular and we willactually record like a whole
(01:47):
separate episode about it.
But today, you guys, we want toshare some like exciting ideas
for Mother's Day campaigns withyou.
Mark your calendar if youhaven't already.
Mother's Day this year is May12th and we celebrate moms in
our lives, all kinds of moms,and we'll definitely talk about
(02:09):
it today.
But before we go to that likejuicy part of our episode, andri
, I have this like numbers fromthe research conducted by
National Retail Federation I wastrying to ask you the question.
Speaker 3 (02:23):
This is typical question.
You always ask me, so go aheadlet me guess.
Speaker 2 (02:28):
No, no, go ahead, andri Go ahead, but you probably
have the answer.
Speaker 3 (02:32):
I was trying to ask you how much do you think people
span on Mother's Day?
Speaker 2 (02:38):
here in the US.
Oh, my question was different,but let me guess.
Let me guess it's in billions.
Speaker 3 (02:44):
It's in billions.
Speaker 2 (02:45):
Okay, then I might be like super off One billion
dollar dollars no 36.
Okay, I was so close, Not really, but wow, 36, which is, I
wonder, how much is it perperson?
Like, what's the average spanper person?
Well, if you like, add thetraditional branch that a lot of
(03:08):
people are doing cards, flowers, stuff like that.
It's a, it's a pricey holidayand I think it's like so worth
it, so well deserved.
Actually, have this like stats.
Maybe you can guess what is thenumber one thing that people
spend money on during thatMother's Day season.
What is like the most popularcategory Flowers are actually
(03:30):
number two.
Speaker 3 (03:31):
Candies, sweets.
The number five candies insweets oh come on, I'm not, I'm
not, I'm bad today.
Speaker 2 (03:40):
Actually, the number one thing is greeting cards, and
I think it's kind of kind ofcool cause email, if you think
about it, is like an electronicgift greeting card, almost.
So yeah, so let's see what wehave.
Speaker 3 (03:57):
You know, I sometimes I go to pharmacy stores and
they have like the entire row,like on both sides, was greeting
cards and I'm like, wow, it'sso expensive to have those
greeting cards.
And you have a like megacompanies like Hallmark where
they just sell greeting cards.
(04:17):
I mean they have other streamof incomes like movies, series,
blah, blah, blah, but majoritysorry, but big portion of their
income is from greeting cards.
And recently my, my wife,bought a greeting card and she
said like whoa, I just spent $8for greeting card.
I didn't know they are soexpensive.
Speaker 2 (04:37):
That's inflation for you, andrew.
A few years ago they were likearound four bucks, so $8,.
Huh, that's expensive.
I do actually buy them in bulk,but the generic one without
like anything on them, just likea generic, like a thank you
card or something, or just likea plain one.
Speaker 3 (04:53):
So I'm like guilty, guilty of that.
Congratulations was a baby boyand you bought the like 20 of
them.
Speaker 2 (05:01):
Do you remember like in France they had this episode
when they bought this likebanner it's a boy, but it turned
out to be a girl.
So they just like added it'snot a boy or whatever.
So I guess that's me and thecards.
Speaker 3 (05:18):
Funny thing about adding stuff towards.
You know there's under armor.
Under armor, famous t-shirtshas the hardest worker in the
room and my coach in the gymwore the same t-shirt, I mean
with the same thing, and likecame to me.
Like I said you're missing thesecond and he's like I didn't
(05:38):
get it.
Who's the?
Speaker 2 (05:42):
hardest working now.
Yeah, you see conflict ofinterest.
Speaker 3 (05:47):
Well, anyway, so we just lost probably half of our
audience, so let's now continuewith the Mother Day emails and
email working strategy.
Let's do this, Andrey, actuallysorry, I do apologize for all
listeners.
There's a big constructionacross the street.
They go crazy today and Icannot mute them, so I do
(06:09):
apologize for back noise.
Speaker 2 (06:11):
It's New York for you , it makes it even more like you
know New York, your sounding soauthentic.
That's the word.
That's the word, andrey,actually this first idea that
we're about to discuss.
Speaker 3 (06:24):
So we'll have like six email marketing examples,
strategy examples you can usefor Mother's Day.
But before we go over one byone, I just want to share cool
stats that I found on Claviowebsite, with the statistics so,
on average, on average, emailmarketing campaigns bring around
(06:44):
like 730,000 for brands, butfor all Clavio brands, not just
specific brands.
They did the study for allClavio, all brands that are
using Clavio, and the averageattributed revenue for email
marketing is 730,000.
(07:07):
And for SMS is around like30,000.
So, yes, it's much smaller butit's still extremely important
channel for you as well.
Speaker 2 (07:17):
It's like still insane if you think about it.
I know a lot of brands areactually debating whether or not
they want to do this like wholeMother's Day campaign if they
are not in that like giftableindustry or like flowers or
whatever.
But we're actually going toshare some examples of how you
can tie this holiday with youremail marketing strategy, even
(07:39):
if you're not in that likespecific industry.
But yeah, thank you for sharingthis numbers.
They are crazy to me.
Speaker 3 (07:44):
honestly, I didn't expect them to be that high.
And if you, if you planning todo campaigns or specific
campaigns for Mother's Day, westrongly recommend, as a step
number one, to start preparing,and start preparing early.
And by preparing I mean collect, start collecting data.
Data about your subscribers Arethey male or female?
(08:09):
Possibly do they have kids, dothey have a wife or husband?
That information will help youcustomize and segment the list
later and also we'll talk aboutit in our first example but also
to create different segment andone of the most important
(08:30):
segment would be, like emailssegment of people who should not
receive your campaigns aboutMother's Day promotion.
Speaker 2 (08:39):
Right, yeah, and that's actually our first
strategy that we wanted to talkto you about before we go into
all of that.
Like other promotional emailsthat you can do, the trend that
we've started noticing a lot andhonestly, that's something that
we've been doing with, like alot of our clients are this opt
out a Mother's Day Kind ofemails and read tell us more
about it, like I think you areactually the first one who
(09:01):
brought this idea to our team,so yeah, I personally did not
invented, just probably noticesome other brands doing this and
I introduce it to the companyand we start offering this to
our clients.
Speaker 3 (09:16):
By the way, this is how everything works out, like I
follow million different brands, million different industries
actually we all do and we evenhave a slack channel where we
share different ideas what otherbrands are doing and it's I
mean, it gives us a lot of ideaswhat we can offer to our
clients anyway.
So the strategy here is verysimple to send the only one
(09:41):
email, simple email.
It can be tax based email or itcan be branded email, but their
shirt was one call to action.
It can we to ask people if theywould like to opt out or stay
out from mother's day promotionor any emails, because for some
(10:03):
people it's sense of the topics,especially when you lost your
mom, let's say it's your momdied or I don't know.
Something happened and it'sextremely sensitive topic for
you, for your audience.
So that's why it's nice to ask,but don't be pushy.
Send one email and the said ifthey opt out, great.
Speaker 2 (10:25):
Make sure to create this segment and excluded from
all mother's day campaigns yeah,last year I received actually
quite a few of those emails andI can imagine how even this
emails can be like triggering tosomeone you know, when you're
just like Receiving 10 differentemails from 10 different brands
.
Hey, do you want to opt outfrom our mother's day?
(10:46):
Like emails like I always feellike sometimes they can be even
more pushy and aggressive thanthe mother's day email itself.
But that's just me.
I don't know what do you wantme to?
Speaker 3 (11:00):
I hear your point, but if you're doing this, not
your first year, remember tosave that, the response.
And if the person first yearsaid, do not send me anything,
what mother's day do not, asthat person next year like
nothing, trust me nothing,probably nothing changed.
So I mean, yeah, and maybe inthe same email, it's a good
(11:23):
opportunity maybe to ask aboutmother and father right away.
So you collect two pieces ofinformation.
Speaker 2 (11:31):
Yeah, interesting, interesting.
Yeah, I also don't want to givemy Like subscribers and idea
that they can opt out of myemails at all.
I mean, obviously that's anoption, but I don't want
necessarily to give them thatoption too often.
You know what if they'll decideto unsubscribe from like other
holidays as well and that's sucha big Marketing holiday for us.
(11:52):
Anyways, there's just like I'mthinking out loud.
I did receive quite a few ofthem actually.
Speaker 3 (11:59):
I would agree kind of I would agree with you.
So we giving ourselves too much, too much credit as a brand.
That people reading all ouremail from A to Z and they just
following us.
So maybe Use it or not use itis up to you.
Try it and see what kind ofresponse you will get.
Speaker 2 (12:22):
I actually started receiving mother's day emails
already, believe it or not, andwe are recording it and it's
still like February, right.
Speaker 3 (12:32):
But yeah, is it by accident, you think, or it's
real?
Speaker 2 (12:37):
No, because in the UK they celebrate a mother's day
and like I think like beginningof March or something, and I
didn't realize that before.
So that's like anotherimportant thing for you to like
consider.
If you like selling differentcountries, do not send this like
Mother's Day, happy Mother'sDay emails in May, because it's
like two months too late for UKpeople.
So yeah, just something toconsider.
Speaker 3 (12:59):
If you, if you miss, we recorded two episodes.
Earlier episode was here aboutUK versus US brand.
I mean shopping experience,markets and so forth, and we
spoke a lot about culture.
So, as we are sad, she'salready receiving mother's day
(13:19):
emails, but she's in UK Also inSeptember.
I received father's day emailand from Australia brand,
australian brand and I thoughtit was a mistake.
But now I'm thinking maybe inAustralia they also celebrate in
September, so maybe it wasn'tmistake.
Speaker 2 (13:36):
Maybe, and actually I think all of this, like
Commonwealth countries, theywill be celebrating like similar
holidays at the same time,except for Canada, because
Canada is doing everything thesame as US.
So yeah, that's like a littletip for you.
Speaker 3 (13:50):
I did check it so I was right.
So in Australia it's September1st, the father day.
Speaker 2 (13:56):
Nice, nice, and then I mean they kind of have to have
something, some sort of likeholiday that's like the same
time as our.
What is it Labor Day?
Or what do we have like inSeptember, whatever?
Because I've noticed that allof the countries they have
holidays at the same time, butthey just like celebrate
different things, which is likesuper convenient, especially if
you're like work with likeinternational community, right.
(14:18):
So In Canada we have identicalholidays to you guys, but we
celebrate different things, justbecause we are different, you
know, but basically we are offthe same time if you're watching
us on YouTube, there's fewexample, one from rocks box.
Speaker 3 (14:34):
I don't like their header like yeah, you can opt
out, but here's get $25.
You know it's like combinationof transactional plus.
We trying to place play niceand asking you for opt out.
Speaker 2 (14:50):
Yeah, I'm in general not a fan of like brands.
Adding that like menu bar ontop of the emails, yes, possibly
it will help you increasingyour click through rates, but I
mean the main traffic will notgo through your main CDA, right?
That's a good conversation forthe whole.
Another episode probably.
Speaker 3 (15:07):
I think that the parallel I can make is like
blasting one email to everybody.
Well, can you hit more people?
Probably yes.
What will it help with theconversion?
Probably not Okay.
Speaker 2 (15:21):
So we covered the first one, first strategy and
let's move on to the second one,and it's yeah, the second one,
the second strategy, I call itcelebrate all kinds of mumps,
and that's like the point thatwe briefly touched on before.
Basically you don't need to bein that like giftable industry
or whatever to be celebratingmumps.
(15:41):
I really like this emailexample from the brand called
wild one.
I think it's like supplementbrand for pets or something.
They actually have this emailthat says to our favorite kind
of mom celebrating moms, to thetwo lagged and four lagged or
somewhere in between.
Obviously they're referring tolike dogs and humans and stuff.
But yeah, it just like it's theday where you can be fun with
(16:05):
your copy and email designs.
You can celebrate all kinds ofmumps.
This other email that I think isvery like smart and witty is
the email by brand called cleancult, and this are the cleaning
supplies.
Basically, the most terrible,probably gift that you can give
to your mom is like the bunch ofcleaning supplies For mother's
(16:28):
day.
I'm just like thinking about mymom.
She wouldn't be happy aboutlike receiving like new cleaning
supplies for the house, right,but they actually worded it
nicely.
They say consider this a giftfor your home and mother earth.
So they kind of worded itdifferently and I think it's
like super fun and super cooland yeah, and then the email
design itself is very, very,very cute and Sephora did this
(16:51):
like huge promotion, like fewyears ago, where they were
celebrating mother figures rightup.
So they celebrated like womanwho like adopted kids.
They celebrated different, likewomen who are like artists
known throughout theircommunities because they are
(17:12):
like teachers and culturaladvisors and they have that like
Mom figure role.
So the idea here is you don'tnecessarily need to talk about
the actual mothers if you wantto send emails for your mother's
day also on the same topic, Iwill add that nurturing like
Celebrate all mom slash likenurturing.
Speaker 3 (17:33):
If you're not in that giftable industry, let's say
you're selling something that Idon't know, let's take a shock
surplus of the clients.
We spoke a lot about them andwe had shown on our podcast
before they sell not sucksSharks.
So I would create a nurturecampaign.
(17:58):
You can not mention yourproducts.
You can create either giftguide or recommendation or
something that will be usefulfor your, for your audience.
All, all people, by default,have mothers.
Meaning is our nature, so it'sapplicable to all brands.
And, based on my experience,like even from last Saturday, I
(18:22):
send a campaign.
It's totally differentindustries like not for profit,
but I send a campaign, notasking for money.
What I send it?
I shared with people printableposters that they can take to
rallies.
I didn't ask for any penny.
I just say, hey, today is thesecond world, second year of war
(18:43):
in Ukraine.
Here's a posters you can printout and go to your local rallies
.
I didn't ask for a penny andthat that campaign generated few
thousand dollars, just I meanfrom donations.
Speaker 2 (18:56):
It's that like giving before asking thing.
You know, that's what Iappreciate about like.
Speaker 3 (19:08):
By the way, you can reuse every year, maybe update
some design or shift the order,but just I don't know, like,
pick a playlist or a list ofrestaurant things to visit,
whatever it is, what's what'sfun for you, just create it and
share it with your audience.
Speaker 2 (19:25):
Yeah, actually for shock surplus, we didn't do the
mother's day although I mightrethink this strategy but we did
really cool father's daycampaign where we basically
asked all of the shock surplusdead To share their favorite dad
joke about cars.
It was such a fun idea.
It was like such a coolcampaign.
We like generated a lot ofrevenue, a lot of fun.
(19:46):
Also, that like communitybuilding aspect and we like
showcase the pictures of likeshock surplus employees who are
like fathers with their families, with their kids amazing
campaign.
Maybe we're gonna talk about itin one of the future episodes.
Speaker 3 (20:00):
I, you know what, you know what, I would do something
fun I'm not sure how possibleto do it, but your first mother
of your first mom's car orsomething you know, like in
picture by the car, like likewhen the audience can share it
with you in advance, or maybecommunity, and you can feature
them in that email that's such acool idea.
Speaker 2 (20:21):
Actually love it, actually love it.
Yeah gosh, I wish I couldFeature my first car.
It was such a what's the wordEnglish word beater is that the,
is that a word?
Such an old car.
I shared it with my husband.
It was Volkswagen Jetta.
We draw it to like a half ofmillion kilometers and I would
definitely want to feature it inone of the emails.
(20:42):
I just need to come up with areason why feature this car.
It was amazing.
Speaker 3 (20:47):
Just because I put it is a subject, just because.
Speaker 2 (20:52):
That's a good one.
I can do whatever I want.
I'm the admin in that accountright now.
I'm joking.
Okay, let's go to like morelike typical, standard kind of
more expected kind of ideas.
Speaker 3 (21:06):
Yeah, sure, I mean, of course it's a great idea for
you to run the sale.
It's a you need the reason youcan create a sale just because,
but also you can create a salebecause of mother's day.
People are trained andexpecting To get sales on the
mother's day.
You can.
(21:26):
There's a bunch of on the radio, on TV.
You go to local mall,everything like mother's, they
sell, mother, they sell.
And here we have a few examples.
I love this from ever lane,land lane.
How do you pronounce?
ever lane and I love that, thatcollage of pictures with kids
(21:48):
and mom's.
Yeah, but those like retropictures, not that the it's
probably from what 90s?
Yeah or 80, 85, 90s, and I lovethat, like I love those vintage
pictures, and they are addingsome urgency, saying hey, the
last day to shop, to get it byMother's Day and free today
(22:11):
shipping.
Speaker 2 (22:12):
Yeah, I'm pretty sure they actually shared the
pictures of them with theirmothers, just like the team, the
Everlane team, or somethingbecause it also says, since most
of us can't hug our moms rightnow, we're offering a free
two-day shipping.
Today I think it was like aroundlike pandemic time when they
send this email, so I think itwas like super cute and yeah,
yeah, I mean the email isamazing, cool and, just like you
(22:34):
said, all of the all of thePromotions and sales, they will
start early because you needthat like time for people to
Like to think, to pick the gift,to purchase the gift, but also
to deliver.
That's why I really love thatlike free shipping Promos around
the around the holidays.
They are always ahead with ourcustomers.
(22:56):
So, yeah, maybe that's.
Speaker 3 (22:58):
Also, when you do sale, I would strongly recommend
for to give a reason why IShould buy in your brand for my
mom or for my wife, why it'simportant, because I cannot talk
for all guys but just talkingabout myself.
50% off tells me nothing.
(23:19):
But if you paint a picture whymy mom or why my wife need that
product or service or trip ordinner, how the life will be
different or that moment will bedifferent.
It will be more impactful forme personally than 50% off.
Speaker 2 (23:41):
Yeah, and actually we have like one more example here
is by Brent, called doughlashes, and actually we did
something similar with one ofour lashes brands that we work
With last year.
It's that like buy one, get onefree kind of deal, or in that
in their case I think it waslike buy one, get one, 50% off,
(24:02):
but the idea was that you canbuy one set of lashes and get
another one for free, so one islike for you and one is for your
mom, so for you to to likematch or whatever.
So I think that buy one get oneis a really cool concept,
especially around this holiday.
Speaker 3 (24:18):
So the Brazilian bomb bomb should do something
similar.
Speaker 2 (24:22):
I mean, Andre, you've got to try it.
We it's like the third episodethat we like keep talking.
Your wife probably know aboutthe brand.
Like ask her.
Speaker 3 (24:31):
I see, is those bomb bombs now all over the place.
I saw it in the airport inSephora.
Anywhere I go I see now seethose bomb bombs.
Speaker 2 (24:42):
Cream.
Speaker 3 (24:43):
I'm talking about cream.
Speaker 2 (24:44):
Thank you for giving the background, oh, but the way
if you miss the episode.
Speaker 3 (24:50):
If you missed the episode and the Insiders joke,
please go to the previousepisode one when I telling how,
how we, what like, how to openthe online store and the steps
you need to take.
Speaker 2 (25:02):
Yes, really fun episode to listen to.
I might be biased, but I thinkit was a fun one.
Anyways, another strategy thatwe love around this holiday is
called help them.
Help them shop, or help themshop smart.
So there are a ton of ways ofhow you can like make your
customers experience simpler andmore enjoyable.
(25:23):
Quizzes is one of them.
Gift guides and then as anotherway of doing that and sometimes
people get Overwhelmed by all ofthis technology, but I'm really
really loving this example bybrand called brilliant earth.
They created this super simpleemail and they had like little
quiz where they were asking likefour types of questions the
(25:44):
answer to this questions.
They were like color-coded gray, blue, pink and green and
basically you had to answer thequestions about your mom and
your and her everyday style andthen, based on what the majority
of your answers were, they hadlike recommendations for the
product.
So, for example, if majority ofthe answers were gray, this are
the gifts that she will like.
(26:06):
If, if you picked like pinkanswers, this is like the the,
the type of gifts that your momwould appreciate, and I think
it's super cool idea because ayou kind of help them to
navigate through tons ofdifferent cues that you have on
your website.
But also it's such a cool ideabecause it does not require you
to have any like additionaltechnology.
(26:27):
There are amazing ton ofamazing like apps and
technologies and you can buildthis like expensive M email, but
honestly, you can do the samething with less resources and
the effect is gonna be about thesame.
Speaker 3 (26:40):
I never see this before, but this is this is such
an amazing email and I love theconcept.
It's very easy to follow.
It's like easy to navigate.
You don't need to go to anyLike outside of email, you can
just scroll and I like the theircategorization for like under
hundred dollars, under right tofifty dollars, under like five
(27:03):
hundred dollars.
Speaker 2 (27:04):
It's such a cool idea .
I love that.
I bet this email was created bylike in 90s kids, because we
did have this type of likequizzes and this type of like
Things and the magazines fromthe early 2000s, and I love that
kind of things like what kindof chips Are you?
What?
What kind of Disney princess?
(27:25):
We talked about it, but likeI'm a sucker for all this kind
of Stuff and I even know whatkind of like potato I am, that's
like my favorite I'm,apparently.
I'm like a Irish Fries orwhatever it is, so that's like
my kind of potato.
Well, anyways, so let's move on.
Yeah, unless you know what kindof potato are you, andre.
Speaker 3 (27:46):
No, I'm not, but I wanted to say that I love the
brand, not brand them breed ofpotato I don't know how to say
like the golden one is Like.
Until I tried that one Ithought the potato, all potato,
is the same.
Speaker 2 (28:04):
Subscribe to our emails.
Emails for For email marketingrecommendations and potatoes
recommendations, yeah yeah,potato recommendations.
Speaker 3 (28:14):
And also, if you want to see if you're a Beater car,
like subscribe and we won't sendone just because yeah, just
just because email subscribe,email newsletter.
Speaker 2 (28:25):
I love that for us Cool.
One more email that I really,really love.
It's kind of like a gift guideemail, but not really.
It's by brand called Ipollitaand it's like another jewelry
brand, obviously jewelry, such astatement piece, such a like
Mother's Day Kind of email.
But I love that they created anemail not around products
(28:47):
necessarily, but more aroundlike Moms and like mother
stories, and they actuallyfeatured the Founder and her mom
and that email.
But they also featured like ZoeKravitz and her daughter and
this email because she'sapparently like the co-owner of
that brand.
So, yeah, so while they werepromoting the products, they
(29:10):
also promoted like the picturesof their moms, which made this
email so personable.
I love that.
Speaker 3 (29:16):
Yeah, like what I said, said, said earlier about
this, make it people see thefeel, to have a feeling about
your emails and they will Feelmore likely to buy versus like,
hey, here's a product, here's20% off, yours are free shipping
.
Market now or the sale will end.
Speaker 2 (29:38):
Yeah, you're selling an experience, right.
You're selling the differencebetween where person is and
where they will be, or wherethey want to be.
So that's what you're selling,actually, and I think this is
like your example by StephenAllen.
Speaker 3 (29:54):
Yeah, I was just trying to find some example,
great examples, of give guidesas well.
This is also like curated emailwith some products, not much,
but they have different titles,so caring for you, and they have
different brands watching overyou.
(30:14):
They have different watches, sowhat they playing was watches
and trying your shoes, as allkids oh sorry, not all, but
mostly like lady like girlstrying mother's shoes, but
probably guys as well.
I don't remember myself in thechildhood but we trying parents
shoes and such.
Speaker 2 (30:36):
It's very clever way to organize the email.
I love that, thank you I lovethat.
Yeah, another cool idea is thatI liked again another gift guide
, but it's very different in theterms that they worded it
differently and they said giftsto their door and basically the
idea here is that this brandthey were promoting the gifts
(30:57):
that are like super small, thatwill be delivered in time, and
actually the gifts are so smallthe smaller items will even fit
through the letter box andthat's their whole sort of like
spend something like so smallthat you can like literally fit
into the letter box.
So no matter whether your mom isat home or not at home, they
will receive this package intime for Mother's Day.
(31:19):
And now when I'm like lookingat this email, I realized that
it was from one of those likeBritish brands, because
apparently here is the entirething to receive your package
you need to be at home, you needto be like waiting by the door
to receive the package, it's thewhole thing.
So, yeah, it's very coolconcept for like British brands.
(31:39):
Maybe for you guys in Americait's not such a big like problem
right To deliver or to receivethe package.
So maybe stay away from thisidea if you are in the States or
Canada.
Speaker 3 (31:50):
Yeah.
So next one, next strategy isto stay away from sales.
Yeah, honestly a big believerthat, yeah, there's different
groups of people, but also it'san option to stay away from
sales and instead of sellingyour products or doing some kind
of promotion, just remind thatand I like this tough, tough and
(32:14):
needle brand that you show anexample and they have two boxes,
the top images, and on one boxis a tax, your mom and another
called your mom, and tax is likecrossed out and call.
So it's very direct call toaction like hey, instead of
texting, call your mom.
(32:34):
I think it's very clever way,clever email strategy, and just
reminds us that calling talkingis more personal than texting.
Speaker 2 (32:46):
On the other hand, samsung did this entire Mother's
Day campaign around texting andthey actually picked like
different funny messages fromlike moms or like people who
received from their moms, andthey actually were promoting,
obviously, their phone.
I think it was like back in2018 or something, so they were
(33:08):
like promoting their phone, butin a funny way.
I really like this message fromsomeone's mom that said how do
I hashtag your brother?
Like what, what do you mean?
How do I hashtag her brother?
Or like this message from a momthat said I took a selfie of
your day, dad.
Like the whole point of selfie,right, that it's like a selfie.
(33:31):
Oh, and this one is my favoritethe mom sent a message want to
get some ice cream, and she hadlike a lot of poop emojis.
Apparently, she thought it waschocolate, ice cream or
something.
So, yeah, text your mom, callyour mom, do whatever you want.
Speaker 3 (33:47):
The story about emoji .
One of our team member wasthere, like he used to work with
us last year, I believe, andyou know that praying emoji
where you have like two handsand he was thinking this.
I mean the way he saw it and heexplained it to our team.
He thought it's like high five,you know.
Speaker 2 (34:07):
But that's the thing Pantry did.
You know that that's originallyhow they planned this thing to
be?
Oh, really Like yeah, that's thething.
I read somewhere that theyoriginally came up with the idea
that it's going to be like ahigh five but then people sort
of like understood it completelydifferently.
And then the guy posted thislike message saying like now I
(34:28):
feel bad because I was alwayslike high-fiving whenever they
saw the news about like terrorattack or something and he
thought that he was like praying, but the original idea was the
high five anyways.
Speaker 3 (34:40):
Oh, wow, okay, so yeah, okay.
Speaker 2 (34:43):
But I mean it became.
It became the thank you or theprayer or whatever.
Speaker 3 (34:48):
So we so ice cream.
Ice cream was ice is not theice cream correct.
Speaker 2 (34:55):
No, the brown ice cream.
Speaker 3 (34:57):
Brown ice cream was not ice cream.
Speaker 2 (35:00):
Yeah, no no, stay away from that.
Like emoji, but I think it'ssuch a cool idea, right Like
they were promoting the phone,but at the same time, it's
something that all of us canlike connect with.
I did receive my fair share oflike finding messages from my
mom to you, but I'm not going toshare them because my mom is
listening to this podcast, soyeah.
Speaker 3 (35:21):
Hi to yours mom.
Speaker 2 (35:24):
Yeah, and actually, andrew, maybe you saw, a few
years ago they had thispromotion.
I think it was like AmericanGreetings, greetings World or
something like a greeting cardcompany.
They had this like socialexperiment where they were like
auditioning people or notauditioning, they were like
(35:45):
hiring people and they had likean interview.
They were like interviewingpeople and they basically
created this like a fake jobinterview for director of
operation position that requiredthe applicant to work 24, seven
, 365 days a year, with nobreaks and no pay, and actually
at the end of that video youmight have seen it because it
(36:07):
was so viral at the end of thatvideo it actually was revealed
that the job was actually beinga mother.
So, yeah, it was like kind oflike a sweet and fun way and
they were also saying that theclients are very like demanding
that they like give you nobreaks, that you have to be
available 24 seven and like.
The reaction of people was likeshock, you know.
(36:28):
But then turned out that theywere like describing of how it
is being a mom.
So, yeah, cool, okay, and thelast one, but a very also
powerful strategy that we useall the time is actually last
minute mother's day emails andemails with countdown timers.
(36:49):
So you just want to create thatlike sense of like urgency
around your campaigns.
If you guys offer some sort oflike gift cards, this is your
day to shine because, believe me, a lot of customers will be
looking for that like lastminute Gift for their mom.
So do deliver some like giftcard promotions early in the
(37:12):
morning so they can purchase it.
Or if you say offer like anexpress shipping or something,
you can promote it as well likefew days before the actual
mother's day.
So here's the good example byone of the jewelry brands.
They basically said that if youorder today, buy like this time
(37:33):
, order by noon today andreceive it tomorrow with an
expedited shipping, great.
So if you offer that, that'salso like a big thing.
Speaker 3 (37:42):
But and if you don't, if you don't check out the exp,
like expedited shipping, itmight be a little bit more
hustle for you, it will costmore to your customer, but trust
me, you will pick up some salesfrom having that options on
such on such holidays.
Speaker 2 (38:00):
Right.
Right, and I mean it's ingeneral.
It's a good idea to have thatlike shipping option for your
customers, because there aresome people who are, like,
willing to pay to get theproduct delivered ASAP and you
definitely don't want to losethat customer Right.
Speaker 3 (38:14):
Actually I did not buy from some brands because of
that, Because one and I evenmessage them through chat on the
website and ask them likelisten, can you send you
expedited and willing to paymore?
And they like sorry, but wedon't have that option.
Like, OK, that's fine, but thisis how they can lost me.
Speaker 2 (38:34):
But you guys are spoiled Americans.
I love that.
I love that for you.
Speaker 3 (38:38):
No, I'm just procrastinator with gifts.
It's just sometimes like a lotof work I have to do, a lot of
tasks to do, and then I'm like,oh, I forgot to buy a gift, or
sorry, I didn't forgot to buy it, but there's not enough time to
.
Speaker 2 (38:55):
Right, no, I see what you're saying.
Speaker 3 (38:56):
Yeah, and one more thing that I would like to say
or to mention is to have a chaton the website and not AI, if
possibly, if you're working nineto five, like, have that chat
available only maybe for thisholiday, but you will pick up
more clients.
I, personally, if I'm buying agift, especially some, is our
(39:19):
jewelry or something they'repersonal.
Speaker 2 (39:22):
Right here yeah.
Speaker 3 (39:23):
But yeah, like personalized, yeah, stuff like
that.
I typically like to chat andconfirm like this Does it work
like this, will it look likethat or like would you be able
to deliver to my address by thisday?
Speaker 2 (39:37):
Yeah, I know you're a big fan of this, like automated
AI chat bots.
Speaker 3 (39:44):
No, I'm not, Come on.
Yeah, I said fan, I said fan.
Yeah, that's people who arelistening.
They don't see your fourfingers.
Speaker 2 (39:53):
Okay, yeah.
So Andrew is very like anti AIsupport chats and I do kind of
agree with you.
I'm on the same page with youbecause, like when you're going
to chats normally, like you'veexhausted all of your options
and you actually want to talk tosomeone and not like the same
thing that would send you thelink to the same blog that you
(40:13):
just like went through or to theFAQ section, but yeah, well,
anyways, I actually going backto that, like putting things to
the last minute, I really likethis email by postable.
It was very simple.
It's like literally two linesemail.
It's at it's almost mother day.
Schedule your card now, so youdon't forget, stamps are still
(40:35):
free and we have tons of newdesigns.
Browse the card.
So basically, this is theservice where you can like pre,
pre schedule the cards and sendthem and stuff like that, and
yeah, and they actually notbragging, but maybe a little bit
bragging.
Speaker 3 (40:49):
We're like talking right now to work with them.
Speaker 2 (40:53):
Oh, I wish we could get them as a client or yes,
they need some help.
Yeah, you guys, your emails areterrible.
You definitely need no.
I really actually like thisemail.
It's like so simple, so to thepoint, really good job, postable
, yeah cool, cool, cool coolcool.
(41:14):
Okay, andrew, you're a fan ofcountdown timers, so you can
like briefly walk us throughthis same strategy applies.
Speaker 3 (41:23):
Typically we say, hey , the last account died, count
down timer for sales to end.
But also you can use thecountdown timer to last day to
to get the product before,before the mother's day or less
less chance to get the gift cardand so forth.
So use countdown timersstrategically as well.
Speaker 2 (41:47):
I love how you're struggling with pronouncing the
countdown timer.
So cute.
Yeah, no, but they are.
They are actually really cooland they're like super simple to
add.
You might need like a thirdparty up to do that, but it's
not a rocket science and weactually do have a video about
it.
And we do.
Speaker 1 (42:05):
We do have a thing about like yes, we do, so we
will share it, yeah, so we willshare it in the description box
as well.
Speaker 2 (42:13):
Go and watch it.
It's.
It's pretty simple when youknow how to do that, but it's
like a powerful feature that canchange your life, honestly Cool
.
So there you have it Sixamazing strategies for you to
try this mother's day.
Let us know how it went, let usknow if we missed anything.
If there are anything else youcan, you can suggest and, yeah,
(42:37):
thank you for listening.
Speaker 3 (42:39):
Thank you, see you next Tuesday.
Bye.
Speaker 2 (42:41):
See ya, bye.
Speaker 1 (42:42):
Thanks for listening to email.
Einstein, can you feel thatyour marketing brain just got a
little bit bigger?
We ask that you please use itwisely.
You've got all the theory youneed to get out there and start
boosting your sales, becausegreat emails equals revenue
squared.
Welcome to email Einstein, a podcast by Floium.
It's time to start honoringyour inner marketing Einstein.
Tune in for the data-driventips that'll make you a
marketing genius.
Here you'll find emailmarketing formulas and tips
straight from the brilliant madscientists at Floium.
It's time for your emails tostart earning more money.
It's time to unleash yourEinstein.
Speaker 2 (00:25):
Hello everyone and welcome back to email Einstein.
The podcast by Floium.
We are your host, Vera Sadlakand Andrey Ibochuk.
And we are happy to welcome youguys back to discuss all things
Mother's Day.
Hey, andrey, what are yourplans for Mother's Day this year
(00:46):
?
I know it's like far from themoment we're recording, but like
, do you guys have any liketraditions at home?
Are you doing anything specialon Mother's Day, traditionally
with your family?
Speaker 3 (00:58):
Nothing unique, but typically we go to each like to
my mother-in-law, to my mother,like to give them flowers and
sometimes gifts, and then laterwe'll probably go to restaurant
for dinner, lunch or dinner withmy family, with my wife and
kids.
Speaker 2 (01:17):
So this is our Cute.
Speaker 3 (01:20):
Do you?
Speaker 2 (01:20):
guys also celebrate Father's Day, or is it not such
a big deal as Mother's?
Speaker 3 (01:24):
Day no, no, we do, we do, we do.
Speaker 2 (01:26):
Oh, cool we try to celebrate All things, because I
just learned about like Father'sDay when I moved to like Canada
and I think it's like more likea recent thing, the Father's
Day.
But Mother's Day obviously islike a big thing.
But Father's Day is just like Ifeel like it's getting more and
more popular and we willactually record like a whole
(01:47):
separate episode about it.
But today, you guys, we want toshare some like exciting ideas
for Mother's Day campaigns withyou.
Mark your calendar if youhaven't already.
Mother's Day this year is May12th and we celebrate moms in
our lives, all kinds of moms,and we'll definitely talk about
(02:09):
it today.
But before we go to that likejuicy part of our episode, andri
, I have this like numbers fromthe research conducted by
National Retail Federation I wastrying to ask you the question.
Speaker 3 (02:23):
This is typical question.
You always ask me, so go aheadlet me guess.
Speaker 2 (02:28):
No, no, go ahead, andri Go ahead, but you probably
have the answer.
Speaker 3 (02:32):
I was trying to ask you how much do you think people
span on Mother's Day?
Speaker 2 (02:38):
here in the US.
Oh, my question was different,but let me guess.
Let me guess it's in billions.
Speaker 3 (02:44):
It's in billions.
Speaker 2 (02:45):
Okay, then I might be like super off One billion
dollar dollars no 36.
Okay, I was so close, Not really, but wow, 36, which is, I
wonder, how much is it perperson?
Like, what's the average spanper person?
Well, if you like, add thetraditional branch that a lot of
(03:08):
people are doing cards, flowers, stuff like that.
It's a, it's a pricey holidayand I think it's like so worth
it, so well deserved.
Actually, have this like stats.
Maybe you can guess what is thenumber one thing that people
spend money on during thatMother's Day season.
What is like the most popularcategory Flowers are actually
(03:30):
number two.
Speaker 3 (03:31):
Candies, sweets.
The number five candies insweets oh come on, I'm not, I'm
not, I'm bad today.
Speaker 2 (03:40):
Actually, the number one thing is greeting cards, and
I think it's kind of kind ofcool cause email, if you think
about it, is like an electronicgift greeting card, almost.
So yeah, so let's see what wehave.
Speaker 3 (03:57):
You know, I sometimes I go to pharmacy stores and
they have like the entire row,like on both sides, was greeting
cards and I'm like, wow, it'sso expensive to have those
greeting cards.
And you have a like megacompanies like Hallmark where
they just sell greeting cards.
(04:17):
I mean they have other streamof incomes like movies, series,
blah, blah, blah, but majoritysorry, but big portion of their
income is from greeting cards.
And recently my, my wife,bought a greeting card and she
said like whoa, I just spent $8for greeting card.
I didn't know they are soexpensive.
Speaker 2 (04:37):
That's inflation for you, andrew.
A few years ago they were likearound four bucks, so $8,.
Huh, that's expensive.
I do actually buy them in bulk,but the generic one without
like anything on them, just likea generic, like a thank you
card or something, or just likea plain one.
Speaker 3 (04:53):
So I'm like guilty, guilty of that.
Congratulations was a baby boyand you bought the like 20 of
them.
Speaker 2 (05:01):
Do you remember like in France they had this episode
when they bought this likebanner it's a boy, but it turned
out to be a girl.
So they just like added it'snot a boy or whatever.
So I guess that's me and thecards.
Speaker 3 (05:18):
Funny thing about adding stuff towards.
You know there's under armor.
Under armor, famous t-shirtshas the hardest worker in the
room and my coach in the gymwore the same t-shirt, I mean
with the same thing, and likecame to me.
Like I said you're missing thesecond and he's like I didn't
(05:38):
get it.
Who's the?
Speaker 2 (05:42):
hardest working now.
Yeah, you see conflict ofinterest.
Speaker 3 (05:47):
Well, anyway, so we just lost probably half of our
audience, so let's now continuewith the Mother Day emails and
email working strategy.
Let's do this, Andrey, actuallysorry, I do apologize for all
listeners.
There's a big constructionacross the street.
They go crazy today and Icannot mute them, so I do
(06:09):
apologize for back noise.
Speaker 2 (06:11):
It's New York for you , it makes it even more like you
know New York, your sounding soauthentic.
That's the word.
That's the word, andrey,actually this first idea that
we're about to discuss.
Speaker 3 (06:24):
So we'll have like six email marketing examples,
strategy examples you can usefor Mother's Day.
But before we go over one byone, I just want to share cool
stats that I found on Claviowebsite, with the statistics so,
on average, on average, emailmarketing campaigns bring around
(06:44):
like 730,000 for brands, butfor all Clavio brands, not just
specific brands.
They did the study for allClavio, all brands that are
using Clavio, and the averageattributed revenue for email
marketing is 730,000.
(07:07):
And for SMS is around like30,000.
So, yes, it's much smaller butit's still extremely important
channel for you as well.
Speaker 2 (07:17):
It's like still insane if you think about it.
I know a lot of brands areactually debating whether or not
they want to do this like wholeMother's Day campaign if they
are not in that like giftableindustry or like flowers or
whatever.
But we're actually going toshare some examples of how you
can tie this holiday with youremail marketing strategy, even
(07:39):
if you're not in that likespecific industry.
But yeah, thank you for sharingthis numbers.
They are crazy to me.
Speaker 3 (07:44):
honestly, I didn't expect them to be that high.
And if you, if you planning todo campaigns or specific
campaigns for Mother's Day, westrongly recommend, as a step
number one, to start preparing,and start preparing early.
And by preparing I mean collect, start collecting data.
Data about your subscribers Arethey male or female?
(08:09):
Possibly do they have kids, dothey have a wife or husband?
That information will help youcustomize and segment the list
later and also we'll talk aboutit in our first example but also
to create different segment andone of the most important
(08:30):
segment would be, like emailssegment of people who should not
receive your campaigns aboutMother's Day promotion.
Speaker 2 (08:39):
Right, yeah, and that's actually our first
strategy that we wanted to talkto you about before we go into
all of that.
Like other promotional emailsthat you can do, the trend that
we've started noticing a lot andhonestly, that's something that
we've been doing with, like alot of our clients are this opt
out a Mother's Day Kind ofemails and read tell us more
about it, like I think you areactually the first one who
(09:01):
brought this idea to our team,so yeah, I personally did not
invented, just probably noticesome other brands doing this and
I introduce it to the companyand we start offering this to
our clients.
Speaker 3 (09:16):
By the way, this is how everything works out, like I
follow million different brands, million different industries
actually we all do and we evenhave a slack channel where we
share different ideas what otherbrands are doing and it's I
mean, it gives us a lot of ideaswhat we can offer to our
clients anyway.
So the strategy here is verysimple to send the only one
(09:41):
email, simple email.
It can be tax based email or itcan be branded email, but their
shirt was one call to action.
It can we to ask people if theywould like to opt out or stay
out from mother's day promotionor any emails, because for some
(10:03):
people it's sense of the topics,especially when you lost your
mom, let's say it's your momdied or I don't know.
Something happened and it'sextremely sensitive topic for
you, for your audience.
So that's why it's nice to ask,but don't be pushy.
Send one email and the said ifthey opt out, great.
Speaker 2 (10:25):
Make sure to create this segment and excluded from
all mother's day campaigns yeah,last year I received actually
quite a few of those emails andI can imagine how even this
emails can be like triggering tosomeone you know, when you're
just like Receiving 10 differentemails from 10 different brands
.
Hey, do you want to opt outfrom our mother's day?
(10:46):
Like emails like I always feellike sometimes they can be even
more pushy and aggressive thanthe mother's day email itself.
But that's just me.
I don't know what do you wantme to?
Speaker 3 (11:00):
I hear your point, but if you're doing this, not
your first year, remember tosave that, the response.
And if the person first yearsaid, do not send me anything,
what mother's day do not, asthat person next year like
nothing, trust me nothing,probably nothing changed.
So I mean, yeah, and maybe inthe same email, it's a good
(11:23):
opportunity maybe to ask aboutmother and father right away.
So you collect two pieces ofinformation.
Speaker 2 (11:31):
Yeah, interesting, interesting.
Yeah, I also don't want to givemy Like subscribers and idea
that they can opt out of myemails at all.
I mean, obviously that's anoption, but I don't want
necessarily to give them thatoption too often.
You know what if they'll decideto unsubscribe from like other
holidays as well and that's sucha big Marketing holiday for us.
(11:52):
Anyways, there's just like I'mthinking out loud.
I did receive quite a few ofthem actually.
Speaker 3 (11:59):
I would agree kind of I would agree with you.
So we giving ourselves too much, too much credit as a brand.
That people reading all ouremail from A to Z and they just
following us.
So maybe Use it or not use itis up to you.
Try it and see what kind ofresponse you will get.
Speaker 2 (12:22):
I actually started receiving mother's day emails
already, believe it or not, andwe are recording it and it's
still like February, right.
Speaker 3 (12:32):
But yeah, is it by accident, you think, or it's
real?
Speaker 2 (12:37):
No, because in the UK they celebrate a mother's day
and like I think like beginningof March or something, and I
didn't realize that before.
So that's like anotherimportant thing for you to like
consider.
If you like selling differentcountries, do not send this like
Mother's Day, happy Mother'sDay emails in May, because it's
like two months too late for UKpeople.
So yeah, just something toconsider.
Speaker 3 (12:59):
If you, if you miss, we recorded two episodes.
Earlier episode was here aboutUK versus US brand.
I mean shopping experience,markets and so forth, and we
spoke a lot about culture.
So, as we are sad, she'salready receiving mother's day
(13:19):
emails, but she's in UK Also inSeptember.
I received father's day emailand from Australia brand,
australian brand and I thoughtit was a mistake.
But now I'm thinking maybe inAustralia they also celebrate in
September, so maybe it wasn'tmistake.
Speaker 2 (13:36):
Maybe, and actually I think all of this, like
Commonwealth countries, theywill be celebrating like similar
holidays at the same time,except for Canada, because
Canada is doing everything thesame as US.
So yeah, that's like a littletip for you.
Speaker 3 (13:50):
I did check it so I was right.
So in Australia it's September1st, the father day.
Speaker 2 (13:56):
Nice, nice, and then I mean they kind of have to have
something, some sort of likeholiday that's like the same
time as our.
What is it Labor Day?
Or what do we have like inSeptember, whatever?
Because I've noticed that allof the countries they have
holidays at the same time, butthey just like celebrate
different things, which is likesuper convenient, especially if
you're like work with likeinternational community, right.
(14:18):
So In Canada we have identicalholidays to you guys, but we
celebrate different things, justbecause we are different, you
know, but basically we are offthe same time if you're watching
us on YouTube, there's fewexample, one from rocks box.
Speaker 3 (14:34):
I don't like their header like yeah, you can opt
out, but here's get $25.
You know it's like combinationof transactional plus.
We trying to place play niceand asking you for opt out.
Speaker 2 (14:50):
Yeah, I'm in general not a fan of like brands.
Adding that like menu bar ontop of the emails, yes, possibly
it will help you increasingyour click through rates, but I
mean the main traffic will notgo through your main CDA, right?
That's a good conversation forthe whole.
Another episode probably.
Speaker 3 (15:07):
I think that the parallel I can make is like
blasting one email to everybody.
Well, can you hit more people?
Probably yes.
What will it help with theconversion?
Probably not Okay.
Speaker 2 (15:21):
So we covered the first one, first strategy and
let's move on to the second one,and it's yeah, the second one,
the second strategy, I call itcelebrate all kinds of mumps,
and that's like the point thatwe briefly touched on before.
Basically you don't need to bein that like giftable industry
or whatever to be celebratingmumps.
(15:41):
I really like this emailexample from the brand called
wild one.
I think it's like supplementbrand for pets or something.
They actually have this emailthat says to our favorite kind
of mom celebrating moms, to thetwo lagged and four lagged or
somewhere in between.
Obviously they're referring tolike dogs and humans and stuff.
But yeah, it just like it's theday where you can be fun with
(16:05):
your copy and email designs.
You can celebrate all kinds ofmumps.
This other email that I think isvery like smart and witty is
the email by brand called cleancult, and this are the cleaning
supplies.
Basically, the most terrible,probably gift that you can give
to your mom is like the bunch ofcleaning supplies For mother's
(16:28):
day.
I'm just like thinking about mymom.
She wouldn't be happy aboutlike receiving like new cleaning
supplies for the house, right,but they actually worded it
nicely.
They say consider this a giftfor your home and mother earth.
So they kind of worded itdifferently and I think it's
like super fun and super cooland yeah, and then the email
design itself is very, very,very cute and Sephora did this
(16:51):
like huge promotion, like fewyears ago, where they were
celebrating mother figures rightup.
So they celebrated like womanwho like adopted kids.
They celebrated different, likewomen who are like artists
known throughout theircommunities because they are
(17:12):
like teachers and culturaladvisors and they have that like
Mom figure role.
So the idea here is you don'tnecessarily need to talk about
the actual mothers if you wantto send emails for your mother's
day also on the same topic, Iwill add that nurturing like
Celebrate all mom slash likenurturing.
Speaker 3 (17:33):
If you're not in that giftable industry, let's say
you're selling something that Idon't know, let's take a shock
surplus of the clients.
We spoke a lot about them andwe had shown on our podcast
before they sell not sucksSharks.
So I would create a nurturecampaign.
(17:58):
You can not mention yourproducts.
You can create either giftguide or recommendation or
something that will be usefulfor your, for your audience.
All, all people, by default,have mothers.
Meaning is our nature, so it'sapplicable to all brands.
And, based on my experience,like even from last Saturday, I
(18:22):
send a campaign.
It's totally differentindustries like not for profit,
but I send a campaign, notasking for money.
What I send it?
I shared with people printableposters that they can take to
rallies.
I didn't ask for any penny.
I just say, hey, today is thesecond world, second year of war
(18:43):
in Ukraine.
Here's a posters you can printout and go to your local rallies
.
I didn't ask for a penny andthat that campaign generated few
thousand dollars, just I meanfrom donations.
Speaker 2 (18:56):
It's that like giving before asking thing.
You know, that's what Iappreciate about like.
Speaker 3 (19:08):
By the way, you can reuse every year, maybe update
some design or shift the order,but just I don't know, like,
pick a playlist or a list ofrestaurant things to visit,
whatever it is, what's what'sfun for you, just create it and
share it with your audience.
Speaker 2 (19:25):
Yeah, actually for shock surplus, we didn't do the
mother's day although I mightrethink this strategy but we did
really cool father's daycampaign where we basically
asked all of the shock surplusdead To share their favorite dad
joke about cars.
It was such a fun idea.
It was like such a coolcampaign.
We like generated a lot ofrevenue, a lot of fun.
(19:46):
Also, that like communitybuilding aspect and we like
showcase the pictures of likeshock surplus employees who are
like fathers with their families, with their kids amazing
campaign.
Maybe we're gonna talk about itin one of the future episodes.
Speaker 3 (20:00):
I, you know what, you know what, I would do something
fun I'm not sure how possibleto do it, but your first mother
of your first mom's car orsomething you know, like in
picture by the car, like likewhen the audience can share it
with you in advance, or maybecommunity, and you can feature
them in that email that's such acool idea.
Speaker 2 (20:21):
Actually love it, actually love it.
Yeah gosh, I wish I couldFeature my first car.
It was such a what's the wordEnglish word beater is that the,
is that a word?
Such an old car.
I shared it with my husband.
It was Volkswagen Jetta.
We draw it to like a half ofmillion kilometers and I would
definitely want to feature it inone of the emails.
(20:42):
I just need to come up with areason why feature this car.
It was amazing.
Speaker 3 (20:47):
Just because I put it is a subject, just because.
Speaker 2 (20:52):
That's a good one.
I can do whatever I want.
I'm the admin in that accountright now.
I'm joking.
Okay, let's go to like morelike typical, standard kind of
more expected kind of ideas.
Speaker 3 (21:06):
Yeah, sure, I mean, of course it's a great idea for
you to run the sale.
It's a you need the reason youcan create a sale just because,
but also you can create a salebecause of mother's day.
People are trained andexpecting To get sales on the
mother's day.
You can.
(21:26):
There's a bunch of on the radio, on TV.
You go to local mall,everything like mother's, they
sell, mother, they sell.
And here we have a few examples.
I love this from ever lane,land lane.
How do you pronounce?
ever lane and I love that, thatcollage of pictures with kids
(21:48):
and mom's.
Yeah, but those like retropictures, not that the it's
probably from what 90s?
Yeah or 80, 85, 90s, and I lovethat, like I love those vintage
pictures, and they are addingsome urgency, saying hey, the
last day to shop, to get it byMother's Day and free today
(22:11):
shipping.
Speaker 2 (22:12):
Yeah, I'm pretty sure they actually shared the
pictures of them with theirmothers, just like the team, the
Everlane team, or somethingbecause it also says, since most
of us can't hug our moms rightnow, we're offering a free
two-day shipping.
Today I think it was like aroundlike pandemic time when they
send this email, so I think itwas like super cute and yeah,
yeah, I mean the email isamazing, cool and, just like you
(22:34):
said, all of the all of thePromotions and sales, they will
start early because you needthat like time for people to
Like to think, to pick the gift,to purchase the gift, but also
to deliver.
That's why I really love thatlike free shipping Promos around
the around the holidays.
They are always ahead with ourcustomers.
(22:56):
So, yeah, maybe that's.
Speaker 3 (22:58):
Also, when you do sale, I would strongly recommend
for to give a reason why IShould buy in your brand for my
mom or for my wife, why it'simportant, because I cannot talk
for all guys but just talkingabout myself.
50% off tells me nothing.
(23:19):
But if you paint a picture whymy mom or why my wife need that
product or service or trip ordinner, how the life will be
different or that moment will bedifferent.
It will be more impactful forme personally than 50% off.
Speaker 2 (23:41):
Yeah, and actually we have like one more example here
is by Brent, called doughlashes, and actually we did
something similar with one ofour lashes brands that we work
With last year.
It's that like buy one, get onefree kind of deal, or in that
in their case I think it waslike buy one, get one, 50% off,
(24:02):
but the idea was that you canbuy one set of lashes and get
another one for free, so one islike for you and one is for your
mom, so for you to to likematch or whatever.
So I think that buy one get oneis a really cool concept,
especially around this holiday.
Speaker 3 (24:18):
So the Brazilian bomb bomb should do something
similar.
Speaker 2 (24:22):
I mean, Andre, you've got to try it.
We it's like the third episodethat we like keep talking.
Your wife probably know aboutthe brand.
Like ask her.
Speaker 3 (24:31):
I see, is those bomb bombs now all over the place.
I saw it in the airport inSephora.
Anywhere I go I see now seethose bomb bombs.
Speaker 2 (24:42):
Cream.
Speaker 3 (24:43):
I'm talking about cream.
Speaker 2 (24:44):
Thank you for giving the background, oh, but the way
if you miss the episode.
Speaker 3 (24:50):
If you missed the episode and the Insiders joke,
please go to the previousepisode one when I telling how,
how we, what like, how to openthe online store and the steps
you need to take.
Speaker 2 (25:02):
Yes, really fun episode to listen to.
I might be biased, but I thinkit was a fun one.
Anyways, another strategy thatwe love around this holiday is
called help them.
Help them shop, or help themshop smart.
So there are a ton of ways ofhow you can like make your
customers experience simpler andmore enjoyable.
(25:23):
Quizzes is one of them.
Gift guides and then as anotherway of doing that and sometimes
people get Overwhelmed by all ofthis technology, but I'm really
really loving this example bybrand called brilliant earth.
They created this super simpleemail and they had like little
quiz where they were asking likefour types of questions the
(25:44):
answer to this questions.
They were like color-coded gray, blue, pink and green and
basically you had to answer thequestions about your mom and
your and her everyday style andthen, based on what the majority
of your answers were, they hadlike recommendations for the
product.
So, for example, if majority ofthe answers were gray, this are
the gifts that she will like.
(26:06):
If, if you picked like pinkanswers, this is like the the,
the type of gifts that your momwould appreciate, and I think
it's super cool idea because ayou kind of help them to
navigate through tons ofdifferent cues that you have on
your website.
But also it's such a cool ideabecause it does not require you
to have any like additionaltechnology.
(26:27):
There are amazing ton ofamazing like apps and
technologies and you can buildthis like expensive M email, but
honestly, you can do the samething with less resources and
the effect is gonna be about thesame.
Speaker 3 (26:40):
I never see this before, but this is this is such
an amazing email and I love theconcept.
It's very easy to follow.
It's like easy to navigate.
You don't need to go to anyLike outside of email, you can
just scroll and I like the theircategorization for like under
hundred dollars, under right tofifty dollars, under like five
(27:03):
hundred dollars.
Speaker 2 (27:04):
It's such a cool idea .
I love that.
I bet this email was created bylike in 90s kids, because we
did have this type of likequizzes and this type of like
Things and the magazines fromthe early 2000s, and I love that
kind of things like what kindof chips Are you?
What?
What kind of Disney princess?
(27:25):
We talked about it, but likeI'm a sucker for all this kind
of Stuff and I even know whatkind of like potato I am, that's
like my favorite I'm,apparently.
I'm like a Irish Fries orwhatever it is, so that's like
my kind of potato.
Well, anyways, so let's move on.
Yeah, unless you know what kindof potato are you, andre.
Speaker 3 (27:46):
No, I'm not, but I wanted to say that I love the
brand, not brand them breed ofpotato I don't know how to say
like the golden one is Like.
Until I tried that one Ithought the potato, all potato,
is the same.
Speaker 2 (28:04):
Subscribe to our emails.
Emails for For email marketingrecommendations and potatoes
recommendations, yeah yeah,potato recommendations.
Speaker 3 (28:14):
And also, if you want to see if you're a Beater car,
like subscribe and we won't sendone just because yeah, just
just because email subscribe,email newsletter.
Speaker 2 (28:25):
I love that for us Cool.
One more email that I really,really love.
It's kind of like a gift guideemail, but not really.
It's by brand called Ipollitaand it's like another jewelry
brand, obviously jewelry, such astatement piece, such a like
Mother's Day Kind of email.
But I love that they created anemail not around products
(28:47):
necessarily, but more aroundlike Moms and like mother
stories, and they actuallyfeatured the Founder and her mom
and that email.
But they also featured like ZoeKravitz and her daughter and
this email because she'sapparently like the co-owner of
that brand.
So, yeah, so while they werepromoting the products, they
(29:10):
also promoted like the picturesof their moms, which made this
email so personable.
I love that.
Speaker 3 (29:16):
Yeah, like what I said, said, said earlier about
this, make it people see thefeel, to have a feeling about
your emails and they will Feelmore likely to buy versus like,
hey, here's a product, here's20% off, yours are free shipping
.
Market now or the sale will end.
Speaker 2 (29:38):
Yeah, you're selling an experience, right.
You're selling the differencebetween where person is and
where they will be, or wherethey want to be.
So that's what you're selling,actually, and I think this is
like your example by StephenAllen.
Speaker 3 (29:54):
Yeah, I was just trying to find some example,
great examples, of give guidesas well.
This is also like curated emailwith some products, not much,
but they have different titles,so caring for you, and they have
different brands watching overyou.
(30:14):
They have different watches, sowhat they playing was watches
and trying your shoes, as allkids oh sorry, not all, but
mostly like lady like girlstrying mother's shoes, but
probably guys as well.
I don't remember myself in thechildhood but we trying parents
shoes and such.
Speaker 2 (30:36):
It's very clever way to organize the email.
I love that, thank you I lovethat.
Yeah, another cool idea is thatI liked again another gift guide
, but it's very different in theterms that they worded it
differently and they said giftsto their door and basically the
idea here is that this brandthey were promoting the gifts
(30:57):
that are like super small, thatwill be delivered in time, and
actually the gifts are so smallthe smaller items will even fit
through the letter box andthat's their whole sort of like
spend something like so smallthat you can like literally fit
into the letter box.
So no matter whether your mom isat home or not at home, they
will receive this package intime for Mother's Day.
(31:19):
And now when I'm like lookingat this email, I realized that
it was from one of those likeBritish brands, because
apparently here is the entirething to receive your package
you need to be at home, you needto be like waiting by the door
to receive the package, it's thewhole thing.
So, yeah, it's very coolconcept for like British brands.
(31:39):
Maybe for you guys in Americait's not such a big like problem
right To deliver or to receivethe package.
So maybe stay away from thisidea if you are in the States or
Canada.
Speaker 3 (31:50):
Yeah.
So next one, next strategy isto stay away from sales.
Yeah, honestly a big believerthat, yeah, there's different
groups of people, but also it'san option to stay away from
sales and instead of sellingyour products or doing some kind
of promotion, just remind thatand I like this tough, tough and
(32:14):
needle brand that you show anexample and they have two boxes,
the top images, and on one boxis a tax, your mom and another
called your mom, and tax is likecrossed out and call.
So it's very direct call toaction like hey, instead of
texting, call your mom.
(32:34):
I think it's very clever way,clever email strategy, and just
reminds us that calling talkingis more personal than texting.
Speaker 2 (32:46):
On the other hand, samsung did this entire Mother's
Day campaign around texting andthey actually picked like
different funny messages fromlike moms or like people who
received from their moms, andthey actually were promoting,
obviously, their phone.
I think it was like back in2018 or something, so they were
(33:08):
like promoting their phone, butin a funny way.
I really like this message fromsomeone's mom that said how do
I hashtag your brother?
Like what, what do you mean?
How do I hashtag her brother?
Or like this message from a momthat said I took a selfie of
your day, dad.
Like the whole point of selfie,right, that it's like a selfie.
(33:31):
Oh, and this one is my favoritethe mom sent a message want to
get some ice cream, and she hadlike a lot of poop emojis.
Apparently, she thought it waschocolate, ice cream or
something.
So, yeah, text your mom, callyour mom, do whatever you want.
Speaker 3 (33:47):
The story about emoji .
One of our team member wasthere, like he used to work with
us last year, I believe, andyou know that praying emoji
where you have like two handsand he was thinking this.
I mean the way he saw it and heexplained it to our team.
He thought it's like high five,you know.
Speaker 2 (34:07):
But that's the thing Pantry did.
You know that that's originallyhow they planned this thing to
be?
Oh, really Like yeah, that's thething.
I read somewhere that theyoriginally came up with the idea
that it's going to be like ahigh five but then people sort
of like understood it completelydifferently.
And then the guy posted thislike message saying like now I
(34:28):
feel bad because I was alwayslike high-fiving whenever they
saw the news about like terrorattack or something and he
thought that he was like praying, but the original idea was the
high five anyways.
Speaker 3 (34:40):
Oh, wow, okay, so yeah, okay.
Speaker 2 (34:43):
But I mean it became.
It became the thank you or theprayer or whatever.
Speaker 3 (34:48):
So we so ice cream.
Ice cream was ice is not theice cream correct.
Speaker 2 (34:55):
No, the brown ice cream.
Speaker 3 (34:57):
Brown ice cream was not ice cream.
Speaker 2 (35:00):
Yeah, no no, stay away from that.
Like emoji, but I think it'ssuch a cool idea, right Like
they were promoting the phone,but at the same time, it's
something that all of us canlike connect with.
I did receive my fair share oflike finding messages from my
mom to you, but I'm not going toshare them because my mom is
listening to this podcast, soyeah.
Speaker 3 (35:21):
Hi to yours mom.
Speaker 2 (35:24):
Yeah, and actually, andrew, maybe you saw, a few
years ago they had thispromotion.
I think it was like AmericanGreetings, greetings World or
something like a greeting cardcompany.
They had this like socialexperiment where they were like
auditioning people or notauditioning, they were like
(35:45):
hiring people and they had likean interview.
They were like interviewingpeople and they basically
created this like a fake jobinterview for director of
operation position that requiredthe applicant to work 24, seven
, 365 days a year, with nobreaks and no pay, and actually
at the end of that video youmight have seen it because it
(36:07):
was so viral at the end of thatvideo it actually was revealed
that the job was actually beinga mother.
So, yeah, it was like kind oflike a sweet and fun way and
they were also saying that theclients are very like demanding
that they like give you nobreaks, that you have to be
available 24 seven and like.
The reaction of people was likeshock, you know.
(36:28):
But then turned out that theywere like describing of how it
is being a mom.
So, yeah, cool, okay, and thelast one, but a very also
powerful strategy that we useall the time is actually last
minute mother's day emails andemails with countdown timers.
(36:49):
So you just want to create thatlike sense of like urgency
around your campaigns.
If you guys offer some sort oflike gift cards, this is your
day to shine because, believe me, a lot of customers will be
looking for that like lastminute Gift for their mom.
So do deliver some like giftcard promotions early in the
(37:12):
morning so they can purchase it.
Or if you say offer like anexpress shipping or something,
you can promote it as well likefew days before the actual
mother's day.
So here's the good example byone of the jewelry brands.
They basically said that if youorder today, buy like this time
(37:33):
, order by noon today andreceive it tomorrow with an
expedited shipping, great.
So if you offer that, that'salso like a big thing.
Speaker 3 (37:42):
But and if you don't, if you don't check out the exp,
like expedited shipping, itmight be a little bit more
hustle for you, it will costmore to your customer, but trust
me, you will pick up some salesfrom having that options on
such on such holidays.
Speaker 2 (38:00):
Right.
Right, and I mean it's ingeneral.
It's a good idea to have thatlike shipping option for your
customers, because there aresome people who are, like,
willing to pay to get theproduct delivered ASAP and you
definitely don't want to losethat customer Right.
Speaker 3 (38:14):
Actually I did not buy from some brands because of
that, Because one and I evenmessage them through chat on the
website and ask them likelisten, can you send you
expedited and willing to paymore?
And they like sorry, but wedon't have that option.
Like, OK, that's fine, but thisis how they can lost me.
Speaker 2 (38:34):
But you guys are spoiled Americans.
I love that.
I love that for you.
Speaker 3 (38:38):
No, I'm just procrastinator with gifts.
It's just sometimes like a lotof work I have to do, a lot of
tasks to do, and then I'm like,oh, I forgot to buy a gift, or
sorry, I didn't forgot to buy it, but there's not enough time to
.
Speaker 2 (38:55):
Right, no, I see what you're saying.
Speaker 3 (38:56):
Yeah, and one more thing that I would like to say
or to mention is to have a chaton the website and not AI, if
possibly, if you're working nineto five, like, have that chat
available only maybe for thisholiday, but you will pick up
more clients.
I, personally, if I'm buying agift, especially some, is our
(39:19):
jewelry or something they'repersonal.
Speaker 2 (39:22):
Right here yeah.
Speaker 3 (39:23):
But yeah, like personalized, yeah, stuff like
that.
I typically like to chat andconfirm like this Does it work
like this, will it look likethat or like would you be able
to deliver to my address by thisday?
Speaker 2 (39:37):
Yeah, I know you're a big fan of this, like automated
AI chat bots.
Speaker 3 (39:44):
No, I'm not, Come on.
Yeah, I said fan, I said fan.
Yeah, that's people who arelistening.
They don't see your fourfingers.
Speaker 2 (39:53):
Okay, yeah.
So Andrew is very like anti AIsupport chats and I do kind of
agree with you.
I'm on the same page with youbecause, like when you're going
to chats normally, like you'veexhausted all of your options
and you actually want to talk tosomeone and not like the same
thing that would send you thelink to the same blog that you
(40:13):
just like went through or to theFAQ section, but yeah, well,
anyways, I actually going backto that, like putting things to
the last minute, I really likethis email by postable.
It was very simple.
It's like literally two linesemail.
It's at it's almost mother day.
Schedule your card now, so youdon't forget, stamps are still
(40:35):
free and we have tons of newdesigns.
Browse the card.
So basically, this is theservice where you can like pre,
pre schedule the cards and sendthem and stuff like that, and
yeah, and they actually notbragging, but maybe a little bit
bragging.
Speaker 3 (40:49):
We're like talking right now to work with them.
Speaker 2 (40:53):
Oh, I wish we could get them as a client or yes,
they need some help.
Yeah, you guys, your emails areterrible.
You definitely need no.
I really actually like thisemail.
It's like so simple, so to thepoint, really good job, postable
, yeah cool, cool, cool coolcool.
(41:14):
Okay, andrew, you're a fan ofcountdown timers, so you can
like briefly walk us throughthis same strategy applies.
Speaker 3 (41:23):
Typically we say, hey , the last account died, count
down timer for sales to end.
But also you can use thecountdown timer to last day to
to get the product before,before the mother's day or less
less chance to get the gift cardand so forth.
So use countdown timersstrategically as well.
Speaker 2 (41:47):
I love how you're struggling with pronouncing the
countdown timer.
So cute.
Yeah, no, but they are.
They are actually really cooland they're like super simple to
add.
You might need like a thirdparty up to do that, but it's
not a rocket science and weactually do have a video about
it.
And we do.
Speaker 1 (42:05):
We do have a thing about like yes, we do, so we
will share it, yeah, so we willshare it in the description box
as well.
Speaker 2 (42:13):
Go and watch it.
It's.
It's pretty simple when youknow how to do that, but it's
like a powerful feature that canchange your life, honestly Cool
.
So there you have it Sixamazing strategies for you to
try this mother's day.
Let us know how it went, let usknow if we missed anything.
If there are anything else youcan, you can suggest and, yeah,
(42:37):
thank you for listening.
Speaker 3 (42:39):
Thank you, see you next Tuesday.
Bye.
Speaker 2 (42:41):
See ya, bye.
Speaker 1 (42:42):
Thanks for listening to email.
Einstein, can you feel thatyour marketing brain just got a
little bit bigger?
We ask that you please use itwisely.
You've got all the theory youneed to get out there and start
boosting your sales, becausegreat emails equals revenue
squared.
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History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.