Grab some inspiration from these Mother’s Day text messages that will make finding a gift a piece of cake.
This Mother’s Day, consumers are looking for personalized and convenient ways to find the perfect gifts for the moms in their lives. And more people will likely celebrate the holiday in-person this year.
While consumers’ inboxes will be full of Mother’s Day sales and one-size-fits-all recommendations, you can stand out from the crowd by creating a curated experience that celebrates with your SMS subscribers—and helps them find exactly what they’re looking for from your brand.
Explore how brands used SMS marketing to create personalized shopping moments and strengthen their customer community around the special day.
Revel Nail: Taking a sensitive approach with SMS marketing content
Revel Nail recognizes that some holidays, like Mother’s Day, can be a sensitive time for some. To honor the unique experiences of their subscribers, Revel Nail offered the opportunity to opt out of content related to Mother’s Day.
The nail care brand prompted SMS subscribers to simply reply “PAUSE” if they wanted to be excluded from Mother’s Day-related text messages. Then, Revel Nail could add them to a segment of subscribers who wouldn’t receive those types of text messages. While asking subscribers if they want to opt out of certain messages may seem counterintuitive, it actually shows your subscribers that you’re committed to delivering the experience they want to have with your brand.
Coach Outlet: Personalizing recommendations with Two-Way Journeys™
Coach Outlet helped subscribers find the perfect gift for the mother figures in their lives with personalized text message recommendations. Using Attentive’s Two-Way Journeys™, Coach Outlet automatically sent a custom gift idea based on the corresponding category.
This recommendation imitated the in-store product discovery experience, seamlessly converting mobile browsers into Mother’s Day shoppers. Knowing that this is the time of year when their audience will be searching for ideas to celebrate, Coach Outlet stood out by creating the engaging and curated shopping experience consumers want.
Half Baked Harvest: Inspiring celebrations with helpful tips
Half Baked Harvest—a wildly popular recipe developer and food blogger—aimed to inspire SMS subscribers by sharing a Mother's Day menu and entertaining tips. Founder Tieghan Gerard’s blog post—which she linked to in her brand’s text message—included a roundup of her favorite cocktails, brunch, and dinner recipes that subscribers could easily recreate.
With 83% of consumers celebrating Mother’s Day last year, this text message was a great way to tap into seasonal entertaining needs. Plus, subscribers could choose which recipe or tip resonated with them the most, positioning Half Baked Harvest as a go-to resource for future celebrations.
Bulova: Incentivizing last-minute gift purchases
Watch retailer Bulova stood out from other brands’ Mother’s Day offers by sending a limited-time promotion for free second-day shipping. Since fast shipping is the main reason customers shop online, this incentive encouraged shoppers to complete their purchase and feel confident that their gifts would arrive in time.
Bulova also offered a free gift with purchase as an extra push. The timely reminders and unique perks drove subscribers to explore the collection and find a specialty item for their loved one.
Vuori: Curating product discovery
Apparel retailer Vuori made their SMS subscribers’ gift-finding experience extra easy this year with a curated Mother’s Day guide. The direct link to the themed lists of complementary products—centered around fitness interests and hobbies—fostered product discovery while cross-promoting bestsellers.
Vuori A/B tested this campaign with a colorful GIF that showcases the guide’s products vs. a plain SMS without media. The brand could then analyze the results to understand which marketing strategy resonated most with their SMS audience. By sending these helpful guides directly to subscribers’ text messaging inboxes, Vuori made sure they stayed top of mind.
Tiny Organics: Strengthening brand community
Tiny Organics—a baby and toddler food brand—invited their SMS subscribers to join their “Tiny Club” Facebook community for a moment of meditation. They linked directly to the private group, where the already-engaged SMS subscribers could connect with the brand’s community and take part in their parenting discussions.
Knowing that many of their subscribers are busy mothers themselves, this live event was a great way to celebrate them and strengthen their supportive brand community. And, since social media is a great way to connect with communities and discover new products, it’s a complementary channel to cross-promote through SMS.
As consumers prepare to spend more on gifts for their friends and family, marketers need to have a strong mobile marketing strategy in place to connect with subscribers.
Tips for other upcoming spring holidays:
- Earth Day (April 22): Encourage your subscribers to shop green and spend time in nature by sharing deals on sustainable items and outdoor equipment.
- Mental Health Awareness Month (May): Help your subscribers take some time to focus on themselves, with self-care tips and product recommendations.
- Teacher’s Day (May 3): Share a curated gift guide to help subscribers say "thank you" to the teachers in their lives.
- National Apple Pie Day (May 13): Share something sweet by offering subscribers a free dessert with any purchase.
- National Scavenger Hunt Day (May 24): Celebrate the day by letting subscribers know they can find a hidden offer—like free shipping—on your site for one day only.
- Memorial Day (May 30): Mark the unofficial start of summer by giving subscribers 24 hours to shop a weekend-long sale before anyone else.