•Humans, rodents, and wild mammals share biological generalities in maternal programming.•Maternal androgens, photoperiod, microbiome and immunity influence offspring phenotype.•Milk is a rich source of maternal hormones, microbiota, immune factors and exosomes.•Milk exosomes transfer microRNA into offspring cells and may induce biological changes.•The extent of maternal programming cannot be fully understood by examining a single cue. The perinatal period is a sensitive time in mammalian development that can have long-lasting consequences on offspring phenotype via maternal effects. Maternal effects have been most intensively studied with respect to two major conditions: maternal diet and maternal stress. In this review, we shift the focus by discussing five major additional maternal cues and their influence on offspring phenotype: maternal androgen levels, photoperiod (melatonin), microbiome, immune regulation, and milk composition. We present the key findings for each of these topics in mammals, their mechanisms of action, and how they interact with each other and with the maternal influences of diet and stress. We explore their impacts in the contexts of both predictive adaptive responses and the developmental origins of disease, identify knowledge gaps and research opportunities in the field, and place a particular emphasis on the application and consideration of these effects in non-model species and natural ecological systems.