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  • June 23, 2010

Season Finale: Mother's Day 2010

A look back on seasonal trends, email activity and standout B2C marketing:

Start to finish: The first reference to Mother’s Day was on Mar. 26. The final reference was on May 10.

The biggest day for Mother’s Day emails was Sunday, May 2, followed by Monday, May 3. Retailers sent the majority of their Mother’s Day-themed emails after Apr. 27.

Click to view the Mother’s Day 2010 retail email distribution curve larger

Most interesting emails: Following up on an Apr. 5 email (see Apr. 6 AM Inbox), Urban Outfitters sent a May 9 email announcing the winners of their Original Icons contest, which sought the best vintage pictures of subscribers’ mothers. It was a great contest that was totally on-brand for UO and this email really celebrated the winners.

Click to view this May 9, 2010 Urban Outfitters email full-sized

Shop by persona messaging is always popular, but this Apr. 29 email from eBags used this tactic very well.

Click to view this Apr. 29, 2010 eBags email full-sized

Email 2.0 angle: I’ve really enjoyed how Overstock uses their email channel to prompt seasonal conversations on Twitter, as they do in this Apr. 30 email.

Click to view this Apr. 30, 2010 Overstock email full-sized

Standout subject lines:
Harry & David, 4/19 — Secure your Place as Mom's Favorite + Enter our Sweepstakes + Offer Inside
Harry & David, 4/26 — Mother's Day gifts she'll tell everyone about + Offer Inside
Urban Outfitters, 5/9 — Call Your Mother
Sports Authority, 5/7 — As Seen On Oprah, Gift For Mom + Get $25 Cash Card
Barnes & Noble, 4/21 — Love Mom and Love to Save? Get 50% Off the Perfect Mother's Day Gift!
Linens ’n Things, 5/2 — LUV MOM? Shop Now, Save 10% & Ship Free!
Sephora, 5/2 — #1 Mom's Day Gift, Ships Free‏
Dell, 4/30 — Treat Mom to an unforgettable Mother's Day
RitzCamera, 5/1 — Mother's Day Photo Tips, Save on Camera Outfits for Mom!

Read previous Mother’s Day Season Finales: 2009, 2008, 2007

Explore Mother’s Day tag.
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