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When you e-mail moms, make it quick

By Published on .

How do marketers get a mother's attention via e-mail? Respect her busy lifestyle by making messages as convenient and relevant as possible, says a survey by Lucid and EmailLabs.

The study revealed that marketers should give the "from" name and subject line of their e-mails more consideration-56% of mothers choose to open an e-mail based on a combination of these and 40% base their decision on "from" name alone.

Subject lines that mothers notice most are "discounted price" and "free shipping offer," perhaps because discounts and coupons are why 87% of mothers sign up for e-mail promotions in the first place.

"The value proposition of e-mails should basically make them feel like they're getting something special via the e-mail that they're not getting on the Web site," said Loren McDonald, VP-marketing for EmailLabs.

The survey revealed that the majority of mothers are more likely to click through to a retailer's Web site if the e-mail clearly displays several product photos along with price and shipping information.

"These are very busy moms," Mr. McDonald said. "If you can, make it almost like they can make the purchase from the e-mails."

Working Mom:

* 16 times more likely to open e-mail with limited-time offer in subject line

Stay-at-Home Mom:

* 106% more likely to check e-mail every day, including weekends

* 26% more likely to click through when e-mail contains brand names

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