To tap into mothers' vast spending power marketers must deliver meaningful, targeted messages.
Posted Nov 15, 2004
Mothers have more power as consumers than ever before: They control 80 percent of all household spending in the United States, which represents 1.6 trillion dollars. When you ask moms about the email marketing they receive, as Lucid Marketing and BSM Media recently did, it becomes very clear, however, that brand marketers are not delivering what moms want.
Moms exhibit considerable discontent with the email messages received from some companies of which they are customers. They want and expect messages that are relevant and specific to their personal and families' needs. Half of those surveyed stated that companies would gain more purchases if they sent a regular email that made their lives easier. In fact, two thirds say they spend more money with companies that send useful and relevant email messages that meet their needs.
They are very active email users, too: Email is now a part of their regular routine and no longer relegated to entertainment. Moms are checking their email accounts throughout the day and spending nearly 1.5 hours doing so. Almost half of moms surveyed valued email as their preferred means of communication, nearly tied with the phone.
Commercial email marketing is a significant influencer for purchase decisions, too. When a mother receives a message she finds valuable, she is likely to share it with others. More than half the time Mom will choose to make a purchase through an offline channel as a result of receiving an email message that she found valuable. The inverse implies that mom is comfortable purchasing online when she is presented with appealing offers, and will do so almost half the time.
We believe that opportunities exist for savvy marketers who can effectively use email marketing to deliver resources and relevant information to moms. Here are three strategies for connecting with moms.
Moms are driven in their purchases by the priority to be great moms. Anyone who is a parent understands the complexities of raising kids, and moms are excellent at identifying and using online resources that will help. Become a resource. It will go a long way, but value also can be provided in the form of relevant content, appropriate offers (A word of warning: Very few brands can rely on product offers as the exclusive elements of the value proposition --unfortunately this seems to be the most popular plan, connecting moms with other moms, or value-related ideas specific to your brand. Businesses need to think creatively to identify what will work best for their customers who are moms.
Moms are time-starved multitasking machines. They are stressed and pressured for time, and trying to balance a home and work life. They are constantly on the lookout for tools that will help them balance tasks and be more efficient. Consider these facts when designing how to present, promote, and purchase products from your business--make it easy and fast for her. Brands that do this will get her attention.
Make an emotional impact
Communications that evoke a positive emotional experience are very effective in positioning your brand in mom's mind. Most businesses today are product-centric in nature, and know little about their customer. When you exhibit to a mom that you are interested in her and what she means to your business, again, you will get her attention. Birthday cards, surprise-and-delight gifts, and a true desire to understand her can be effective. Additionally, if the emotional experience is one that is shared along with her child, you've achieved something special.
When moms feel they are receiving personalized email messages from a business that understands them, they will appreciate the brand, make time for it, and spend more money with that company.
About the Author
Kevin Burke is the strategy leader with Lucid Marketing, a marketing service company that brings companies closer to Moms. Kevin can be reached at 1-877-260-1330 or KBurke@lucidmarketing.com
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