In today's Daily Golden Nugget, I'm reviewing website traffic and email headlines leading up to Mother's Day in the USA, which was May 11 this year.
Every year, during the three weeks leading up to Mother's Day, the organic customer acquisition patterns repeat themselves. This year that pattern started on Monday April 21, 2014 with a slight rise of traffic. The increase in traffic occured from Monday through Friday followed by the typical dip in traffic over the weekends.
The week of April 28 had slightly higher traffic, followed by even higher traffic during the week of May 5, 2014, right before Mother's Day.
Overall, there was a 30.5% rise in traffic as compared to non-holiday weeks. Since this pattern repeats year after year, it's a good model to follow for advertising Mother's Day specials to your customers.
Looking through my email tracking, I found that several companies were already sending emails with "Mom" in the subject as early as April 8th.
I tracked 13 Mother's Day related emails during the week beginning April 7th.
Here are some of the email subject lines from the week of April 7th:
Celebrate Mom and Save BIG (2 days only!)
Personalize The Perfect Piece For Mom!
100 Gifts for Mom 25% - 40% Off
I then tracked 12 Mother's Day related emails during the week beginning April 14th.
Here are some of the email subject lines from the week of April 14th:
Best Gifts for Mom
Gifts With Beauty And Charm...Perfect For Mom
Mom's the bomb. Shop a curated collection of gifts just for her!
Delicate Details With Mom In Mind
New Designs, For Mom to Keep, For Always.
Take note of the subject line above that mentions "curated." That email leads to a special website page with several gifts that made sense to give to Mom.
The subject lines including "With Mom In Mind" and "For Mom to Keep" were attempting to tap into an emotional response. The jewelry advertised in both of those emails carried emotional messages as well.
The number of emails then jumped to 42 during the week of April 21st.
Here are some of the email subject lines from the week of April 21st:
"I love you, Mom" - Up to 80% OFF Mother's Day Gifts!
Show Your Mom Some Love
Make Mom's day with a FREE PEARL NECKLACE!
Make Mom Smile
Precious Gems for Precious Mom
The number of emails increased again to 57 during the week of April 28st.
Here are some of the email subject lines from the week of April 28th:
A better way to Mother's Day
Mother's Day Top 25
Marvelous Mother's Day Gifts with Free Shipping
Our Best Ever Gift Guide for Moms
During the last week right before Mothers' Day, I tracked 80 emails.
Here are some of the email subject lines from the week of May 5th:
Free overnight shipping + deals for you and mom
So Many Ways To Make Mom's Day
Show MOM How Thankful You Are - WOW Her
Now or Never: Guaranteed Mother's Day Delivery Ends 4pm ESTToday
There's Still Time to Shop for Mom with Free Saturday Delivery
Happy Mother's Day... here's $100 to make Mom's day!
During the 5 week period, I outlined above you can see how the number of emails steadily increased and the email subjects went from suggestive, to catchy, to urgent.
In this world of social media marketing craziness, it's easy to forget that email marketing is still a very good way to reach your clients; but you do need to start collecting emails from your customers.