As in most holiday mailings, it is logical to distinguish 2 main segments: moms and those who congratulate them.
Try not to put soppy content in this email. And you can find other gift options besides kitchen utensils and flowers. “F..ck Flowers” was the slogan of Harvey Nichols Mother's Day email. In such an emotional manner, shoes are offered as a gift. A bold newsletter catches the attention and causes a better emotional response than boring “congratulate dear mommy!”.