In this two-part column, I reveal how to build a digital relationship with modern moms. In Part 1, I delved into “the hunt,” a practical look at how brands can use analytics to find their best customers. This week, I focus on how to best incentivize moms to stick with your brand and build lifetime value.
In "real life," the best way to start a conversation is either to ask people about themselves or to offer them something. Simple enough, but sometimes marketers forget these time-tested truths. Moms have high expectations of brands these days, and savvy moms don't easily give away money or their email addresses without getting something in return.
Incentives can come in various forms, from coupons and social gaming points to newsletters, recipes and sweepstakes. To be most effective, brands need to realize what moms want, and when and how to tell them about it.
Don't assume it's over for email. A study conducted by Q Interactive and Agency.com revealed that email remains the most popular online activity for women. The following are more findings from the study:
- 33 percent of respondents spend the majority of their online time "simply checking email";
- about 50 percent receive one to four brand newsletters, as 74 percent said they like "special deals, discount codes or coupons"; and
- 53 percent “trust a brand more when they receive a brand’s newsletter.”
Email remains a highly effective informational channel. While some brands over-email or provide too little value within their emails, brands who do it well earn trust and repeat business. Exclusive deals for subscribers — such as discounts, early sale notices, sweepstakes, etc. — add value and are worth the exchange of a private email address.
Multifaceted campaigns targeted to a brand's Facebook fans via email aren't necessarily a turnoff to moms these days. They figure if they don't catch the sale announcement on Facebook or Twitter, an email will be sent to their inbox as well.