Jun 15, 2005 6:03 AM, PROMO Xtra
How Moms Respond to E-Mail: Survey
Most moms check their e-mail at least twice a day, and working moms shop more online than stay-at-home moms.
A survey by EmailLabs and Lucid Marketing found that 57% of moms check their e-mail two or more times a day. Only 20% check it once a day, and 23% check less than daily.
Full-time working moms bought an average of 18 items online in the past year, compared to 11 items for stay-at-home moms. And moms with one child bought more (16) than moms with more kids (12).
The May survey of 700 moms also found that most moms who sign up for e-mail newsletters are in it for the coupons and sales notices. Nearly 87% say they subscribe to newsletter for coupons/discounts; 69% to find out what's on sale; 42% to see new products; 41% to get relevant information; 26% to learn about events; and only 6% to learn about the company.
"With 75 million moms in the U.S. influencing 80% of consumer household purchasing decisions, it's critical that retailers understand how to gain the trust of moms and deliver value through e-mail," said Lucid Marketing President Kevin Burke in a statement. "With nearly 70% of moms subscribing to [only] one to five retail e-mail promotions and newsletters, retailers have to do a better job conveying the value of their e-mail promotions or they will likely never get moms to subscribe—let alone click and purchase."
What triggers click-through? Sixty-two percent of moms are moved by product pricing, and 61% by photos. Fully 43% of moms click through for delivery information; 42% are prompted by brand names, according to Menlo Park, CA-based EmailLabs and Allentown, NJ-based Lucid.
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