Moms, Email, and the Importance of Segmentation

Amy ChubbuckAfter further pondering MediaPost's Email Insider Summit, I believe the overall theme of the conference was relevance in email marketing. How do we best deliver the right message, to the right person at the right time... and how much email is too much?
During one of the sessions we had an opportunity to speak with Moms. Let's face it - most Moms control the purse strings. Moms are making the purchasing decisions for the household, and therefore, as an online marketer, it's important for us to listen to what they have to say and understand their needs in order to effectively market to them.

Mom’s spoke out about email.

A question posed to the Moms: “If you were stranded on a desert island, what choice of media would you have with you?” It may come as no surprise that the resounding answer was “my computer.” “I need to stay in touch. I need to stay informed, and my email helps me to do that.”

So what is a Mom expecting for their email inbox?

  • Relevant content
  • Simple messages
  • Respect for their time
  • No hidden agendas
  • No unsolicited messages

Moms don’t want a lengthy opt-in process to receive a $10 coupon. They’re tired of the clutter of junk mail. They just don’t have time for the generic email message. “Just because you have my email address does not mean I need an email from you every time I view my inbox,” they said.

How, as an online marketer, can we respect Mom’s wishes and deliver content that’s relevant to her? How can we cut through the clutter? The answer lies in segmenting.

Don’t deliver a message to Mom just because you have her email address. Deliver a message to her based upon what she’s told you about herself, her interests. Learn from her activity on your website and her purchase history and habits.

According to some discussion at the conference many marketers fear segmentation, believing quantity is more important than quality. What if I miss a customer? What if we miss the target customer? The truth is, if you keep customer information in mind when you set up your program, you can accurately and effectively market to your audience. The truth is, segmentation results in better ROI.

The Mom demographic was a discussion point at the conference, proving that it’s worth spending some time getting to know your customers. Spend some time figuring out what you don’t know about them and what you’d like to know about them. Devise a plan to gather the information needed, automate its use, and be more relevant to your customers. They’ll show their appreciation with their wallet!

One Comment

  1. Donnell Harmon
    Posted December 18, 2008 at 2:54 pm | Permalink

    I liked your blog. It is true moms are the decision makers in most families so it is really important to reach them and market to them effectively. Many of the messages you presented in your blog apply to more than just moms. People in general are tired of complicated messages and messages unrelated to their needs. In most cases this is where effective CRM and an effective online strategy come into play. Using these ideas a company can make sure they are hitting the right people with relevant messages. More companies need to realize it is about the quality of the message not the quantity of messages received.


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