The Punchbowl Trends Blog

Even with the increased emphasis on social media, mobile, and content, email remains a very important tool for marketers. Email is the most direct way for brands to put a specific message directly in the hands of their target audience and track the results to know how engaged their audience is.

For mom-focused marketers, there are both major and minor changes that can make a big impact on the performance of your email marketing. Here are 3 easy ways to improve your brand’s email marketing to moms:  

1. Personalize content - Brands that personalize emails catch mom’s attention and make her feel more recognized. Personalized subject lines increase open rates by 54% and increase transaction rates by 66%. Before brands put in the effort to personalize emails, make sure that you’ve collected accurate data and can integrate it into the email seamlessly. While personalized subject lines are becoming more common, brands can truly stand out with a personalized signature, which has been proven to increase your open rates by 5x.
    
2. Consider timing - After you spend hours to create a beautiful email and craft the perfect content, don’t let your hard work go to waste by sending the email at a less-than-ideal time. Timing plays a huge factor in whether or not moms will open the email and engage. In order to find the optimal delivery time — which will vary by brand and by audience — marketers should use existing data based on their target consumers as well as implement an A/B testing schedule to see what works best. For most marketing emails, those delivered Tuesday, Wednesday, and Thursday between 8–10am get the highest open rates. This makes sense, as moms on the go check their email in the morning while they get ready for the day.
   
   However, there may be other factors that pertain to your brand. Punchbowl, for example, rarely sends email marketing messages on Fridays, except when a digital greeting card holiday falls on that day or the weekend. We’ve done enough testing to know that for Mother’s Day and Father’s Day, the Friday before is best for our purposes. For other occasions with different calls to action, we send marketing emails throughout the work week.
    
3. Integrate Mom’s Interests - Moms engage with brands that they feel share their values and understand them. You can create this connection through your email marketing campaigns if you get to know the moms that subscribe to your emails. More than likely, your marketing message is right next to messages from family and friends because 78% of people view marketing emails in the same inbox as their personal one.
   
   Try to incorporate news and trends that mom cares about to enhance your email messages and stay relevant in her life. Currently, 45% of digital marketers find that relevance of email to the recipient is second only to data hygiene when it comes to improving deliverability. One brand that does it right? Williams-Sonoma. This email seamlessly integrates lifestyle information (like a juicing guide and smoothie recipes) to product information (“Shop Juicers”).

To learn more about moms and their email marketing habits, download the free white paper, “The World of Digital Moms: 101 Stats That Brands Need to Know.”  

Posted by Katie Petrillo