Marketing to online working mothers by e-mail can be effective if the e-mail contains useful, relevant information, according to a study by Lucid Marketing, Allentown, NJ, and Fort Lauderdale, FL-based BSM Media. Two-thirds of the women surveyed—female professionals who subscribe to BlueSuitMom.com—admitted spending more money with companies that send useful e-mails. Seventy-one percent of working mothers said e-mail messages influence their buying decisions, while 17% said they didn’t. Twelve percent were neutral.
E-mail marketing can be especially effective if the e-mails offer value in addition to marketing content, working moms said. According to the study, 56% said companies could do a better job of sending messages that are specific to their needs and the needs of their families. More than half of the women surveyed said that companies consider only their self-interests when sending marketing e-mails.