Ngày của Mẹ là dịp mua sắm quan trọng, khi người tiêu dùng vừa có cảm xúc vừa rất thực dụng. Dự báo BFCM 2025 của Klaviyo cho thấy đây là một trong 5 ngày lễ hàng đầu mà khách hàng mua quà do có ưu đãi giảm giá. Các thương hiệu kinh doanh sản phẩm liên quan đến mẹ như sức khỏe, làm đẹp, trang sức hay nội thất có thể tận dụng hành vi mua sắm truyền thống này. Tuy nhiên, khái niệm về làm mẹ ngày càng đa dạng và nhạy cảm hơn, từ những người không có mẹ, có quan hệ phức tạp với mẹ, đến những người nuôi thú cưng như con cái. Vì vậy, các thương hiệu cần linh hoạt trong cách tiếp cận khách hàng vào dịp này.

Image shows a Mother’s Day email from kitchen essentials brand Our Place featuring minimalist design with burnt orange font on a plain cotton background. The email reads, “Dear Our Place Family, we started Our Place to celebrate home-cooked meals around the table with chosen family. For many of us, Mother’s Day and Father’s Day can be difficult, especially in the age of social media. If you prefer not to hear from us around either of these holidays, we understand. Just let us know by clicking here. You’ll be directed to our site but your opt-out preference will be saved. Sending love, Our Place.” The only CTA in the email is the link over “clicking here.”
Image shows a Mother’s Day email from kitchen essentials brand Our Place featuring minimalist design with burnt orange font on a plain cotton background. The email reads, “Dear Our Place Family, we started Our Place to celebrate home-cooked meals around the table with chosen family. For many of us, Mother’s Day and Father’s Day can be difficult, especially in the age of social media. If you prefer not to hear from us around either of these holidays, we understand. Just let us know by clicking here. You’ll be directed to our site but your opt-out preference will be saved. Sending love, Our Place.” The only CTA in the email is the link over “clicking here.”

10 ví dụ marketing ngày của Mẹ từ các thương hiệu thực tế

Image shows a Mother’s Day email from pet essentials brand Wild One, featuring a reel of UGC in the form of customers with their pets. The headline reads, “to our favorite kind of mom!” The email copy reads, “Celebrating moms to the 2-legged, 4-legged (or somewhere in between)! From rainy day walks and poo pick-ups, to belly rubs and bath time, thanks for all you do.” At the bottom of the email, a black CTA button reads, “SHOP MOMS’ FAVORITES.”
Image shows a Mother’s Day email from pet essentials brand Wild One, featuring a reel of UGC in the form of customers with their pets. The headline reads, “to our favorite kind of mom!” The email copy reads, “Celebrating moms to the 2-legged, 4-legged (or somewhere in between)! From rainy day walks and poo pick-ups, to belly rubs and bath time, thanks for all you do.” At the bottom of the email, a black CTA button reads, “SHOP MOMS’ FAVORITES.”

1. Our Place với thông điệp cho phép khách hàng lựa chọn không nhận tin

Image shows a Mother’s Day email from apparel brand FARM Rio. At the top is a bright orange banner encouraging readers to use the code “SPRING15” to get 15% off as well as free shipping on all orders. On a pastel yellow tie-dye background, the rose email copy reads, “still haven’t gotten a gift for mom? This is just what you need! Get her one of our gift cards as a recognition for all the love that she gives.” The CTA button is pink and reads, “Shop now.” At the bottom of the email are the brand’s shipping and return policies.
Image shows a Mother’s Day email from apparel brand FARM Rio. At the top is a bright orange banner encouraging readers to use the code “SPRING15” to get 15% off as well as free shipping on all orders. On a pastel yellow tie-dye background, the rose email copy reads, “still haven’t gotten a gift for mom? This is just what you need! Get her one of our gift cards as a recognition for all the love that she gives.” The CTA button is pink and reads, “Shop now.” At the bottom of the email are the brand’s shipping and return policies.

Our Place, thương hiệu đồ dùng nhà bếp, gửi thông điệp nhạy cảm và đơn giản, cho phép khách hàng chọn không nhận email ngày của Mẹ. Đây là cách thể hiện sự đồng cảm với những người có cảm xúc phức tạp trong dịp này.

Image shows a Mother’s Day SMS campaign from candy brand p.o.p. Candy which reads, “p.o.p. Candy co.: There’s still time to give mom her own stash of p.o.p. Candy goodness,” followed by an alarm clock emoji, a heart eyes emoji, and a sparkle heart emoji. The text continues, “we’re taking orders through Sun, May 2nd, to ship in time for Mom’s Day!” followed by a gift emoji and a wink emoji, then a link where subscribers can buy.
Image shows a Mother’s Day SMS campaign from candy brand p.o.p. Candy which reads, “p.o.p. Candy co.: There’s still time to give mom her own stash of p.o.p. Candy goodness,” followed by an alarm clock emoji, a heart eyes emoji, and a sparkle heart emoji. The text continues, “we’re taking orders through Sun, May 2nd, to ship in time for Mom’s Day!” followed by a gift emoji and a wink emoji, then a link where subscribers can buy.
Image shows a Mother’s Day email from Alice & Wonder promoting a Mother’s Day-themed product collection. At the top of the email is a product shot of a gray folded-up crewneck t-shirt with the word “MAMA” stacked 3x; a pair of cutoff jean shorts; and a pair of white sneakers. The photo is centered on a pink background with the words “the Mama collection” overlaid in black cursive and a simple CTA button underneath: “shop now.” The email continues with product shots and descriptions of various options within the collection: a block tee, a sweatshirt, and various glasses.
Image shows a Mother’s Day email from Alice & Wonder promoting a Mother’s Day-themed product collection. At the top of the email is a product shot of a gray folded-up crewneck t-shirt with the word “MAMA” stacked 3x; a pair of cutoff jean shorts; and a pair of white sneakers. The photo is centered on a pink background with the words “the Mama collection” overlaid in black cursive and a simple CTA button underneath: “shop now.” The email continues with product shots and descriptions of various options within the collection: a block tee, a sweatshirt, and various glasses.

2. Wild One mở rộng khái niệm làm mẹ cho người nuôi thú cưng

Image shows a Mother’s Day email from jewelry brand DeaDia, featuring the brand’s logo at the top followed by the headline, “It’s Not Too Late!” The body of the email contains a close-up of a model holding her hands up to her chin, wearing a ring. Over the photo, cream-colored copy reads, “25% off sitewide: mamalove. Celebrating mothers.” Finally, underneath the photo, the email copy reads, “enjoy 25% off sitewide with code MAMALOVE. Select priority mail or UPS 2nd Air to get it on time!”
Image shows a Mother’s Day email from jewelry brand DeaDia, featuring the brand’s logo at the top followed by the headline, “It’s Not Too Late!” The body of the email contains a close-up of a model holding her hands up to her chin, wearing a ring. Over the photo, cream-colored copy reads, “25% off sitewide: mamalove. Celebrating mothers.” Finally, underneath the photo, the email copy reads, “enjoy 25% off sitewide with code MAMALOVE. Select priority mail or UPS 2nd Air to get it on time!”

Wild One, thương hiệu sản phẩm cho thú cưng, nhắm tới nhóm khách hàng là những người mẹ nuôi chó mèo với tiêu đề email "This one’s for the dog moms 💘". Họ sử dụng nội dung do người dùng tạo (UGC) để tăng tính xác thực và gần gũi.

Image shows a Mother’s Day email from baby and sleep apparel brand Woolino. The email features a bird’s-eye-view photo of a baby sleeping in a crib, tucked into one of the brand’s sleep bags, underneath with the headline, “this is what moms want for Mother’s Day.” Beneath the photo, the email copy reads, “Mother’s Day is just around the corner, and we’ve got you covered in the gift department. Treat a friend, or treat yourself, to the gift of sleep! Better sleep for baby = better sleep for mom.” At the bottom of the email is a huge banner that reads, “use code MOM15 for 15% off all the products listed below.”
Image shows a Mother’s Day email from baby and sleep apparel brand Woolino. The email features a bird’s-eye-view photo of a baby sleeping in a crib, tucked into one of the brand’s sleep bags, underneath with the headline, “this is what moms want for Mother’s Day.” Beneath the photo, the email copy reads, “Mother’s Day is just around the corner, and we’ve got you covered in the gift department. Treat a friend, or treat yourself, to the gift of sleep! Better sleep for baby = better sleep for mom.” At the bottom of the email is a huge banner that reads, “use code MOM15 for 15% off all the products listed below.”

3. FARM Rio tận dụng thời điểm mua sắm gấp

Image shows a Mother's Day email from Ariel Gordon Jewelry. At the top is a pink polka dot banner with shipping cutoff dates of April 18 and April 02. Below is a smiling woman wearing layered gold necklaces on a pastel gradient background with text reading
Image shows a Mother's Day email from Ariel Gordon Jewelry. At the top is a pink polka dot banner with shipping cutoff dates of April 18 and April 02. Below is a smiling woman wearing layered gold necklaces on a pastel gradient background with text reading "READY FOR Joyful Moments" and a "GET HER LOOK" CTA button. The email displays various gold jewelry pieces including necklaces, earrings, and rings. A "Shop What's New" section features bright enamel letter charms and diamond drop earrings. Below that is a "Whatever Mama Wants..." section with instructions for dropping gift hints. At the bottom is an "As Seen In" section with a Mother's Day Gift Guide photo and an "AGJ INSIDER" section with lifestyle photos.

FARM Rio, thương hiệu thời trang Brazil, tập trung vào nhóm khách hàng mua quà vào phút chót bằng cách cung cấp thẻ quà tặng và mã giảm giá kèm thông điệp nhấn mạnh hạn chót đặt hàng để kịp ngày lễ.

Image shows a Mother’s Day email from My Trio Rings, featuring an up-close product shot of a diamond ring on a pink background, over which the headline reads, “get ready for Mother’s Day: up to 35% off select styles!” with a green CTA button that says, “shop.” Beneath the photo, the email copy reads, “Gratitude for Mom: Your mom is your biggest fan. She loves and supports you unconditionally. Show her just how grateful you are for everything she does with the diamond ring she’s always deserved!” The next section is titled “Shop for Mom as a Family” and breaks down the steps subscribers can take to co-pay, followed by a link they can click to learn more about layaway and co-pay options.
Image shows a Mother’s Day email from My Trio Rings, featuring an up-close product shot of a diamond ring on a pink background, over which the headline reads, “get ready for Mother’s Day: up to 35% off select styles!” with a green CTA button that says, “shop.” Beneath the photo, the email copy reads, “Gratitude for Mom: Your mom is your biggest fan. She loves and supports you unconditionally. Show her just how grateful you are for everything she does with the diamond ring she’s always deserved!” The next section is titled “Shop for Mom as a Family” and breaks down the steps subscribers can take to co-pay, followed by a link they can click to learn more about layaway and co-pay options.

4. Alice & Wonder với bộ sưu tập quà tặng ngày của Mẹ

Image shows a Mother’s Day email from apparel brand Helen Jon, featuring the headline “flash sale” in gold cursive followed by a photo of two white boxes wrapped with blue ribbon, laid out against a backdrop of palm fronds. Underneath the photo, the email copy reads, “40% off our Mother’s Day collection. 4 hours: 11am-3pm CT. Gift wrapping available…let us do the work!” The email ends with a CTA that reads, “shop flash sale.”
Image shows a Mother’s Day email from apparel brand Helen Jon, featuring the headline “flash sale” in gold cursive followed by a photo of two white boxes wrapped with blue ribbon, laid out against a backdrop of palm fronds. Underneath the photo, the email copy reads, “40% off our Mother’s Day collection. 4 hours: 11am-3pm CT. Gift wrapping available…let us do the work!” The email ends with a CTA that reads, “shop flash sale.”

Thương hiệu này tạo danh mục quà tặng đa dạng, từ trang phục đến cốc cà phê và ly rượu độc đáo, giúp khách hàng dễ dàng lựa chọn mà không phải tìm kiếm nhiều nơi. Họ cũng theo dõi hành vi tương tác để nhắc nhở khách hàng quay lại mua hàng.

Tiff Regaudie
Tiff Regaudie

5. p.o.p. Candy sử dụng SMS cho khách hàng mua gấp

Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh
Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh như email, SMS, nội dung do người dùng
Katherine Boyarsky
Katherine Boyarsky

Thương hiệu kẹo thủ công p.o.p. Candy tận dụng tin nhắn SMS ngắn gọn, thông báo hạn chót đặt hàng và dẫn trực tiếp đến trang sản phẩm, hỗ trợ khách hàng mua quà nhanh chóng trên điện thoại.

Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh
Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh như email, SMS, nội dung do người dùng

Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh như email, SMS, nội dung do người dùng tạo và ưu đãi thời điểm để tăng doanh thu trong dịp Ngày của Mẹ.

Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh
Những ví dụ trên cho thấy các thương hiệu có thể linh hoạt áp dụng nhiều kênh như email, SMS, nội dung do người dùng