A recent report from Forrester predicts that emails from marketers to consumers' primary inboxes will swell to an average 9,000 annually by 2014. But, considering moms' hectic schedules that keep them running everywhere from the workplace to school activities to soccer practices and dance classes to doctor and dentist appointments, you wonder when these active women have time to check email.
We conducted our own research among more than 400 women with children age 12 and under living in their households, including if and when they read marketing-oriented emails and newsletters. It turns out that even the busiest moms make time to check their email accounts on a regular basis. In fact, here's what we found:
Understand Their Preferences
It's clear that email is a viable vehicle for engaging moms, but it's a crowded space, especially when knowing that more than half of these women maintain only one email account. And, with 50% of our respondents indicating that they are most likely to "unsubscribe" either because they don't find the information useful or interesting, or they're being inundated with emails, staying relevant is key with regard to both frequency and content. Here are a few findings that might help you with this process:
Even after nearly 20 years of email marketing, the right offer still drives a desired action. To be effective with this channel, consider periodically offering incentives to get subscribers to provide feedback through quick surveys about what they consider to be both relevant content and acceptable frequency. Then tailor your emails to reflect these findings. Look closely at your subject lines and ensure the content speaks to your consumers' personal interest.
Make It Personal
Speaking of "personal," more than 60% of moms said they would provide information about themselves to a trusted brand if it meant they would receive more personalized content. Interestingly, seven in 10 of these women said they would even provide certain information about their children if it meant they could get more relevant information and offers from their preferred brands.
These findings illustrate that women have become comfortable providing information about themselves -- even about their children -- to preferred brands if it means they will get more useful information and offers back. If they're willing to provide the data, then you need to make sure you have mechanisms in place to collect it. But, be smart about what type of information you ask for and how often you ask for it. And, make sure you then use it. Asking moms what they want and then failing to deliver on it could be worse for your brand than not asking at all.
In the end, taking the time to understand this ever-important demographic and their preferences will make your email communications more effective and keep them coming back for more.