E-Mail Newsletter and Promotion Opinions and Practices by Moms (%)
E-Mail Checking Patterns for Moms
	All Moms	At-Home Moms	Working Moms
Same amount all week	42.5	54.0	26.0
More frequently during the week	53.4	42.6	70.0
More frequently on weekends	4.1	3.4	4.4
E-Mail Checking Frequency
Less than once a day			23.0
Once a day			20.0
Twice a day or more frequently			57.0
E-Mail Volume Management
Manually delete and move messages to folders			79.6
Installed anti-spam software			57.6
Actively use my e-mail application's rule-based filters			45.2
I do nothing			3.5
Another user manages my e-mail			2.4
Other			1.2
Note: Multiple responses allowed.
Newsletter Sign-Up Practices
Subscribe only if my e-mail address is requested as part of the purchase or registration process			39.3
Ignore all offers to subscribe to informational or promotional e-mails			24.5
Look to determine if the site offers e-mail newsletters or promotional e-mails to which I can subscribe			21.8
Use a different e-mail account for newsletters or promotions that I have to register for in order to continue accessing the site			14.4
Opt-In Subscription Practices
Varies based on the perceived value of the e-mail			59.0
Always uncheck the prechecked subscription box			30.6
Leave the box checked			8.1
Don't know/don't notice this type of box			2.3
Reasons for Newsletter and Promotion Sign-Up
To receive coupons or special discounts			86.6
To find out what is on sale			69.0
To learn about new products			42.0
To receive information relevant to me			41.0
To receive information on events			26.0
To learn about the company			6.3
Note: Multiple responses allowed.
Subject Lines Moms Listen To
Discount price			72.5
Free shipping offer			60.1
Mention of specific product of current interest			37.4
Mention of specific brand			26.9
Time-based deadline/Limited offer			21.4
When my name is included			4.3
When a member of my family's name is included			3.3
Note: Multiple responses allowed.
Product Information Moms Listen To
Displaying price			62.7
Photo of product			61.7
Delivery information			43.7
Brand name			42.4
Displaying dollar savings			36.1
Brief description of product			36.1
Displaying percentage savings			24.3
Number of items/days left in sale			14.9
Ratings and testimonials			13.0
Note: Multiple responses allowed.
Source: lucid marketing and EmailLabs, 2005