Email messages influence mother's buying decisions

With the ever-growing presence of Web search engines and the impact they can make in online sales, closely examining and analyzing marketing trends is more critical today than at any other time.

Email messages influence mother's buying decisions

Choose the right words in your infomercials and advertorials. Have them done by professionals. Click here for more information.

November 18, 2004

According to a study just completed from Lucid Marketing and BSM Media, e-mail messages strongly influence mothers in their buying decisons. The study concludes that email messaging is an efficient way in reaching out to mothers in the US.

Exactly 67% of mothers in the US say they check their e-mail three to four times per day or more. Lucid Marketing and BSM Media surveyed 139 mothers with an average 1.8 children. Respondents were readers of BSM's Blue Suit Mom newsletter who were surveyed between August 15 and September 8, 2004. Though 50% of respondents say they prefer communicating over the telephone, 27% say the same thing about e-mail.

Email messages greatly influence mother's buying decisions.

The key to addressing moms in an e-mail campaign is speaking to their needs. Lucid and BSM found that 66% of mothers spend more money with companies that send them useful and relevant e-mail messages. Nearly 90% of mothers say they either "sometimes" make purchases based on e-mail messages or "often" make purchases from e-mail. In fact, 71% think e-mail messages influence their buying decisions.

Just how many mothers use e-mail? Nearly all of them (96%), according to an AOL survey of over 1,600 mothers. AOL also found that 67% of mothers go online to do product research and 55% look for coupons or discounts online.

Source: eMarketer