Multirole, multipurpose, multitaskers. How can e-mail messages capture a multi’s mindshare?
A slew of recent reports focuses on marketing to women online. A key takeaway is appreciating the ever-increasing and complex issues women deal with, juggling their career and home lives as two-income families become the norm, not the exception. I’ve concluded today’s working woman is truly a multifaceted person. Time is precious, and salient information must be delivered to her succinctly.
Women are veritable tornadoes of activity. Psychologically, they’re excellent multitaskers, but they’re now faced with even more responsibilities and less time to handle them. According to "Real Women. Digital World." research (prepared by Just Ask A Woman and TNS Media Research):
The study also found multitasking is mandatory. Qualitatively, the study found in detailing activity, some women spend more than 24 hours in various activities during a single 24-hour period. Impossible? On the surface, yes. In reality, no. They’re adept at doing two, three, or more things at once.
Given at any moment, your email message reaches a woman who’s multitasking and multithinking, how do you break through, reach her, and get her to respond to your offer? E-mail marketing messages, and Web sites to which they lead, must be "women friendly" to be successful:
Finally, before you send email to women, make sure women in your company, and female friends and family read the ads and email. Listen to their input. The "Mom test," asking Mom to read email and visit your Web site to uncover navigation and ordering issues, should be expanded to include their opinions on the message, copy, and offer. Keep reading...
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Paul Soltoff is the chief executive officer of SendTec, Inc., a direct marketing services company specializing in customer acquisition. SendTec combines extensive direct response experience with proprietary technologies to produce scalable results. Principal services include performance-based online marketing, offline direct response marketing and direct response television. SendTec represents advertising agencies and advertisers such as RealNetworks, AARP, Monster.com, AAA, Punch Software, MyPoints, Grey Worldwide, CosmetÍque Cosmetics, Columbia House, and Euro-Pro. Prior to starting SendTec, Paul was a founder and EVP of Saatchi and Saatchi's DRTV division in New York and has over 25 years of advertising, media and direct marketing experience.
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