Lucid Marketing and EmailLabs announced a joint survey regarding mothers and email marketing.
The combined study found that 69 percent of online moms subscribe to 1 to 5 retail emails. The study also reported that 86 percent subscribe for discounts and coupons. Also, online moms are more likely to click through emails that include product pricing (62 percent) and photos (61 percent).
"With 75 million Moms in the United States influencing 80 percent of consumer household purchasing decisions, it's critical that retailers understand how to gain the trust of Moms and deliver value through the email marketing channel," says Kevin Burke, president, Lucid Marketing
"The results of the study give retail email marketers a tactical roadmap for creating more successful email programs based on greater personalization and relevance for today’s Internet-savvy Moms," says Loren McDonald, VP, marketing, EmailLabs.
In May comScore Media Metrix reported consumers spent $114 million online in the Flowers, Gifts & Greetings category during the week of Mother's Day.
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