• by Jere Doyle , October 7, 2009

The truism that women hold the purse strings is certainly no surprise to marketers, given the fact that 85% of women in the U.S. make the purchase decisions in a given household. For online marketing campaigns, marketing effectively to women is about first learning how to get their attention -- and keeping it. Our 10-year history in marketing to women through performance-based marketing campaigns has taught us a few things along the way about this group of avid consumers:

1. Speak her language.

Let's face it: women are busy. For marketers that want to establish contact with women, they must first learn how to speak their language to bridge the gap. In other words, women will listen if you communicate messages that are relevant to their lives. If you present real value, they may opt-in to hear from your brand again. In fact, 60% of women say they want information that either pertains to their lifestyle or is based on a recent purchase, according to the latest Prospectiv survey. Anything that makes their lives easier is a winner, from printable coupons to informative e-newsletters.

2. In your message she must trust.

As in any relationship, women need your trust. And with consumer relationship marketing, it's easier to keep these consumers once you earn that trust. So reach out and start a conversation with your target audience, and be open and honest. Keep in mind that once you have gained the trust of one woman, you're on the way to getting her friends too, as word of mouth and social networking is part of women's everyday lives.

3. Not all women are equal.

One of the biggest mistakes online marketers make is conducting campaigns on a mass scale. Remember: never assume. Women want diaper coupons, right? Not necessarily! About 44% of women of childbearing age don't have children. Know who you're targeting and what you're offering so that it's meaningful to the woman on the other end. How do you know what's meaningful? Ask them. Really listen to what women have to say, and you'll know what to give them.

4. Grab her attention.

Since women are on and off their favorite sites and have no time to waste, you need to grab their attention. They also don't want to get hit with the same marketing tactics time and again, so mix it up. Engage this group with something interesting and fun, like a quiz, poll, or sweepstakes that speaks to their interests, such as a chance to win a shopping spree at a retailer they love.

5. Let her request the content and information she wants

Women will tell you what they want, and request to hear from you if your brand is relevant to them. Something as simple as an e-newsletter is engaging if the content is right; and creating and emailing your own in-house list of customers who have requested to hear from you is actually one of the top online ways to drive sales. You can acquire your target audience with a Web form and landing pages that collect the information you need to send relevant content and promotions. Remember: the quicker and easier the better, because it shows that you value their time.

Marketing to women (or any demographic for that matter) is like dating. In order to get into her heart, mind, and good graces, understand and know first how to treat her ... it's the foundation of successful marketing. Value her time, earn her trust, listen to what she has to say, and mix up the fun. You'll soon find that the relationship is a mutually beneficial one that will last for a long time.