Special projects for Mother Day by Marionnaud

by on June 5, 2012

Email marketing by Marrionaud

For email marketers Mother Day is a special occasion to engage users; the topic of special occasions deals strongly with brand experience.
The aim should be enrich users’ loyalty to brand and valorize each occasion to communicate: it follows an example by Marionnaud, a French company belonging to the personal care industry.
In France Mother Day will be 3rd of June; let’s find out some curiosities in the email marketing approach of  the company.

A series of email concerning Mother Day to start with: let’s notice the image reference in the header of the email and the selection of products chosen for the occasion. This newsletter was sent on 5th May.
Mother day Marrionaud 1 Special projects for Mother Day by Marionnaud

The strategy is based on increasing benefits for the users: at the second purchase, the discount goes to 40%. Yet another image concerning motherhood and a selection of key products for the occasion. This newsletter was sent on 23rd May.

Another email with another benefit: free shipping as a limited special offer. This newsletter was sent on 25th May.

Mother day Marrionaud 3 Special projects for Mother Day by Marionnaud
The series goes on with two following emails sent on 20th May and 1st June: the layouts follow the same composition with an image as a reference to Mother Day, special discount as main message and a selection of products to be bought for the occasion.

Marrionnaud chooses to be even more effective for Mother Day with a special digital project: “Complices des mamas” The idea is to collect a short vocal message to be sent for Mother’s Day: you can select a voice and write a message (up to 150 characters); when ready, send it like an e-card to the recipient. Check this out and enjoy the interaction!

To find new interesting curiosities concerning email for special occasions, keep an eye on NewsletterMonitor, the benchmarking platform for email marketing.
And… happy Mother Day!

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