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Expert answer · 2 min read

What is the best Mother's Day email for customers who bought last year?

Customers who purchased during last year's Mother's Day campaign are among the highest-value targets for this year's campaign because they have already demonstrated gift-buying intent at this time of year. This question covers how to reach them most effectively.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

Frame the email as a reminder about their previous gift and what they might want to do this year, then lead immediately into this year's new arrivals or updated options in the same category. Subject lines referencing the previous year, such as You shopped with us for Mother's Day last year, our new arrivals are here, outperform generic promotional subject lines for this segment by 25 to 40 percent in open rate because they feel individually relevant rather than broadcasted.

In depth

Best Mother's Day Email for Last Year's Buyers

A customer who purchased for Mother's Day last year is behaviorally predisposed to do the same this year. They need less persuasion and more information about what is new and whether the experience will be as good as last time.

Email Strategy for This Segment

  • Send timing: Two to three days before your general list launch, as an early access send. This rewards their previous loyalty with priority access.
  • Subject line formula: Reference last year explicitly or use You are back language that acknowledges the repeat relationship.
  • Content lead: New arrivals since last year in the category they purchased from, not a general promotional overview.
  • Social proof: Include reviews from customers who have also gifted the new products to signal that the quality they experienced last year continues.

What to Include vs. Exclude

IncludeExclude
New arrivals in their purchase categoryProducts they already bought last year
Early access framingGeneric promotional announcements
Loyalty recognitionDeep discounts they did not need last year

Growth Suite: Advanced Behavioral Targeting

Growth Suite identifies last year's Mother's Day purchasers as they return to your store and delivers category-specific offers tailored to their previous purchase history, combining email personalization with real-time on-site targeting for this high-value segment.

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