• by Jack Loechner , Staff Writer @mp_research, June 13, 2005

A new survey, conducted in May by EmailLabs and Lucid Marketing on Moms and email marketing, reports that 56 percent of “moms” determine which emails to open based on both "from name" and "subject line." And, 40 percent of Moms with one child were less likely to find value in newsletters, while Moms with multiple children are 50 percent more likely to find their newsletters very valuable

The study, to better understand how Moms are using and acting on emails from online retailers, represents four groups of moms nationally: Moms with one child, multiple children, full-time Moms and working Moms.

Some Key Results include information on Relevance and Value, Deals, and “Savvyness.”

• 41 percent of Moms sign up for newsletters “to receive information that is relevant to me.”
• When browsing online retail sites 39 percent of Moms subscribe only if their email address is requested as part of the purchase or registration process
• Coupons lead the pack as the most popular characteristic Moms are looking for from retailers’ newsletters. Discounted prices (72 percent) and free shipping (60 percent) also topped the list
• 48 percent of respondents want an offer for an actual dollar amount compared to a percentage savings
• Product pricing and photos were instrumental in prompting Moms to click through with 62 percent and 61 percent, respectively
• Moms with one child are 40 percent more likely to ignore all online retailers subscription offers, while Moms with multiple children are 37 percent more likely to subscribe
• Working Moms are 71 percent more likely to want daily newsletters, but, full-time Moms are 106 percent more likely to check their emails throughout the whole week
• 57 percent of Moms check their email more than twice a day and 53 percent of them only check their accounts during the week

For the complete PDF report