Email Marketing for Mother’s Day: How to Create a Campaign That Converts
Emmanuel Raheb advises on creating compelling subject lines, using urgency responsibly in jewelry marketing, and more for Mother’s Day 2023.

In fact, Mother’s Day is one of the top jewelry-buying holidays of the year. More people buy jewelry during this period than for Valentine’s Day.
According to the National Retail Federation, Americans were expected to spend an estimated $31.7 billion on Mother’s Day gifts last year, including a whopping $7 billion on Mother’s Day jewelry.
In fact, it’s the fourth biggest holiday in the United States when it comes to spending overall. About 84 percent of consumers plan to celebrate the holiday with the average purchase being $245.76, according to the NRF’s 2022 survey.
Here are seven tips on how you can create an email marketing campaign for Mother’s Day that converts.
1. Segment your customer mailing list.
A great way to immediately improve your conversion results is to segment your email list based on customer interests, demographics, or purchase history.
For example, you could create a list of customers who have purchased jewelry at certain price points, then send emails featuring similar jewelry within the same range.
2. Recommend the most relevant jewelry styles.
With hundreds of jewelry styles in your showcase, you need to be selective about what you choose to promote. Learn about your audience and understand what resonates with them.
For example, if a customer has purchased mixed metal gold jewelry in the past, send them emails featuring new mixed metal gold styles you have.
If your customers prefer more traditional styles over modern, focus on classic jewelry that’s always a bestseller.
3. Create a sense of urgency.
Two easy ways to create a sense of urgency are to use limited-time discounts or countdown timers.
You could offer a percentage discount on all jewelry purchases for a limited time, or you could use a countdown timer to show customers how much time they have left to take advantage of a discount.
You must be responsible when using urgency as a marketing tactic, however.
It can be highly effective, but also hurt your store’s brand if used too often. Jewelry is a luxury product and you want to sell the glamour without losing any of the luster.
4. Optimize your email open rates.
Optimize your open rates by using eye-catching subject lines and preview text. For example, you could use a subject line like, “Mother’s Day Special: 20% Off Select Styles” or “Make Mother’s Day One She’ll Always Remember.”
A high email open rate indicates that your email campaigns are effective and you’re reaching the right audience. This helps you build relationships with your customers over time and makes them more likely to purchase from you in the future.
Remember, an email that’s not opened can’t generate sales. Optimize often.
5. Use images to capture attention.
Images are more powerful than text alone. They grab attention and engage your audience.
Jewelry is meant to be seen.
Use images such as engagement ring proposals, a happy moment in life, or a special occasion where jewelry is featured. With your images you want to tell a story and convey emotion.
When used effectively, images can help you increase your click-through rate, improve your conversion, and build brand awareness.
6. Craft your content carefully.
Before creating your content, consider your audience, your purpose, and your message. Your goal is to create engaging and informative content that will keep your audience coming back for more.
For example, you could write an email about how jewelry is a beautiful and timeless gift that mothers will cherish for years to come.
Invest the time to create content that truly connects with your readers.
7. Always test and track.
You should always be testing and tracking your email campaigns to see what works and what doesn’t.
You’ll want to test different subject lines, topics, and images to see which ones perform best.
Observing your analytics allows you to make informed decisions about how to improve your results.
Don’t go broke by marketing blindly. Test, track, and then test again.
Remember, even though Mother’s Day comes only once a year, it’s not something you should leave to the last minute. Use these seven powerful tips to improve your email marketing and start planning now while you still have time.
You’ll not only make Mom smile on Mother’s Day, but your accountant too!
The Latest

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Jewelry industry veteran Alisa Bunger has taken on the role.

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.


“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

The rough on offer was recovered from a newer area at the Montepuez mine.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Proceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.

Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.