Mother’s Day in France is a popular holiday that many people celebrate by giving gifts, such as flowers , chocolates, and other presents, to their mothers. According to an omnibus study, for 67% of French people Mother’s Day is a major event of the year. (Fête des mères : cadeaux envisagés France 2022 | Statista) Email marketing is an effective way to reach out to potential customers and remind them of the holiday.
About the profile of consumers?
It is not only children who give gifts on Mother’s and Father’s Day! Mothers and fathers give presents to each other for the holidays, and often with a larger budget.
A YouGov study* shows that the profiles that celebrate the two holidays more are women and people under 35. (Fête des mères, fête des pères : une opportunité business à saisir (solocal.com)) About 24% of men buy Mother’s Day gifts at the last minute and on impulse and about 18% for women.
In 2022, 26% of the respondents of a study made by Omnibus (1002) did not plan to give a gift and 18% did not know what they would give. The most popular gift was still flowers, with a quarter of French people planning to give one, followed by perfumes with 8% of respondents and then chocolates with 6% of responses.
What products do you plan to buy for Mother’s Day – statistics 2022
(Fête des mères : cadeaux envisagés France 2022 | Statista)
On the budget side,
- 39% of French people spend between 30 and 60 euros on a gift;
- 29% plan to spend less than 30 euros;
- 18% buy a product costing more than 60 euros for the occasion.
(Fête des mères, fête des pères : une opportunité business à saisir (solocal.com))
So, several industries can benefit from Mother’s Day email campaigns, including:
Retail: Retailers can promote Mother’s Day sales by offering discounts on gifts or special gift bundles. According to a report by Experian, email campaigns for Mother’s Day had an average open rate of 15.3% in 2020 and a click-through rate of 2.1%. Subject lines that included the word “mom” had a 5% higher open rate than those that didn’t, according to a report by Omnisend. E-commerce players find Mother’s Day campaigns to be beneficial as they observe a surge of 211% in conversions during this period. Additionally, this boost in sales also brings about a 22% increase in revenue. (L’impact de la fête des mères sur les ventes en ligne | Comarketing-News)
Food and Beverage: Restaurants and food delivery services can create Mother’s Day menus and offer discounts on meals for the occasion. In 2020, email campaigns in the food and beverage industry had an average open rate of 22.2% and a click-through rate of 3.46%, according to Mailchimp. (https://mailchimp.com/resources/email-marketing-benchmarks/)
Beauty and Wellness: Beauty and wellness companies can promote gift packages or discounts on spa treatments or beauty products. According to a report by Klaviyo, email campaigns in the beauty and wellness industry had an average open rate of 32.5% and a click-through rate of 4.7% in 2020.
Travel: With travel restrictions easing up due to COVID-19, some families may be looking for Mother’s Day weekend getaways. Travel companies can promote weekend packages or offer discounts on hotels for the occasion. According to a report by Campaign Monitor, travel email campaigns had an average open rate of 21.33% and a click-through rate of 2.47% in 2020. (Email Marketing Benchmarks and Statistics for 2022 | Campaign Monitor)
So many businesses can take advantage of this opportunity, with baskets twice as large as normal, Mother’s Day customers are clearly willing to spend to please. (L’impact de la fête des mères sur les ventes en ligne | Comarketing-News)
It’s important to note that subject lines play a crucial role in the success of email campaigns. In 2020, subject lines that included the word “Mother’s Day” had a 3.9% higher open rate than those that didn’t, according to Omnisend. (Ecommerce Email Marketing and SMS Platform | Omnisend)
For Adkomo Convert, Mother’s Day can be an excellent opportunity to help businesses maximize their online presence and drive conversions. Our customized solutions, which include Emailing & SMS Marketing, Search & Social Media, Display, or Affiliate Marketing, can help businesses create compelling Mother’s Day campaigns that resonate with their target audience.
Our performance-based approach, which merges data-driven solutions with tailored business models such as CPC, CPL, and CPA, ensures optimal outcomes that align with our clients’ unique needs and objectives. We can leverage our high-quality internal data, extensive network of direct publishers, fraud prevention measures, and in-house design team to create effective Mother’s Day email campaigns that drive engagement and increase conversions.
In conclusion, email marketing can be an effective way to reach potential customers during Mother’s Day in France. Retail, food and beverage, beauty and wellness, and travel are just some of the industries that can benefit from Mother’s Day email campaigns. By leveraging subject lines and relevant content, marketers can drive engagement and increase conversions during this important holiday. Adkomo Convert can help businesses create customized Mother’s Day campaigns that drive results and maximize ROI.
#MarketingTips #MothersDay #France #MothersDayCampaigns #MomsInAdvertising #email #campaigns #Advertising #Adkomo
