While social media and text message marketing are undeniably effective for reaching mass audiences and niche groups alike, email marketing is still king of the marketing world when it comes to return on investment and the highest number of conversions.
And because email can now be read on almost every major mobile device, it is easier than ever to access.
Coupled with the fact that it’s never been more affordable to customize the focus of a campaign, email marketing is a terrific option for any company, but especially those looking to connect with busy mothers.
According to the latest industry data, moms are particularly receptive to email marketing messages, as long as the content is brisk, relevant, and provides actionable opportunities to save money or obtain that which is needed in the near future.
So if you’re new to the email marketing game, what can you do to effectively tailor an email marketing campaign to busy moms? Here are a few suggestions.
- Personalize it. Just like any other consumer, mothers want to feel that their needs are being addressed by the content of the marketing email. Consider carefully how to personalize the individual email and the message overall so that it is attractive for this hard-to-capture audience.
- Think about timing. Mothers are busy at all times of the day, but there are times that will make emails more likely to be opened and read. The days mothers are most likely to check emails when they are received are Tuesdays, Wednesdays, and Thursdays, from 8 until 10 in the morning.
- Consider the demographic. Just as the specific content of these emails should be tailored toward a busy mother’s needs, they should also provide content that would be of interest to moms. The importance of relevance cannot be overstated. And mothers will be much more likely to spend time reading your email if the news or products provided are extremely relevant to their own lives.
To learn more about optimizing your email campaigns for mobile (where most mothers will likely ready your email), check out our whitepaper on how to optimize email for mobile.