Using Email to Target Mothers

Just came across an interesting article from Wonderbranding. In it Michele Miller discusses some of the findings from eMarketing.com about targeting mothers through eMail. Here are some of the findings:

• 67% of mothers say they check their email 3 or more times a day

• 66% of mothers spend more money with companies that send them useful and relevant e-mail messages

• 71% think e-mail messages influence their buying decisions

• 67% of mothers go online to do product research and 55% look for coupons or discounts online

I remember when my wife was pregnant (around 3 years ago) she signed up to a few mother and toddler Web sites. Some of them were able to develop on-line relationships by sending us meaningful information, such as how our baby was developing on a given week and what changes my wife might expect. In addition, she signed up for coupons for a wide range of products, both for herself and the baby - I recall Huggies Club being one. I think that it is all about developing meaningful, valued relationships where women perceive and experience tangible benefits. The period before birth through to maternity offer companies a great opportunity to put the building blocks in place for  the establishment of a long-lasting relationship. Not sure how many of them can build on this, though.

Michelle ends with some interesting questions: “Are you utilizing your online relationship with female consumers?  Are you speaking to their needs... offering real value other than just an announcement of your latest sale?  When they look at your email, do they envision a friend on the other end... or just another sales pitch?”

Interesting Links
Mother Bliss
iVillage