Moms determine the majority of household spending. A study conducted by Lucid Marketing and EmailLabs identified mothers’ email habits, as well as tactics to reach that target audience.
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Given the choice to opt-out of mailings on a pre-populated opt-in form, Moms consider the email’s perceived value 59 percent of the time before un-checking the opt-in box during a registration process. A healthy 30.6 percent say they always un-check a pre-checked box to avoid newsletters; 8.1 percent leave the box checked and receive the email.
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The study identifies a direct approach as best for this market. Kevin Burke, president of Lucid Marketing, said mothers have limited time to deliberate over emails and consider products they may want to purchase. "Make sure your messages are clear, concise, and serve as a convenience to moms," said Burke.
For the study, Lucid polled 695 Moms from a national retailer’s customer list. The sample included both working and stay-at-home mothers of young children.

June 6, 2012
1:00pm ET / 10:00am PT
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