Response Media
March 26, 2019 5 years ago
(0)Tip 1: 75% of moms choose email as their preferred communication method with brands.
There’s an overwhelming preference among Gen X, millennials, and Gen Z to use email as their primary company-to-consumer interaction channel, as compared to social media, digital ads, physical mail, SMS/text messages, or app notifications. Millennials spend about $600 billion in the U.S. and are the generation that’s the biggest on email (Accenture). On average, 25% of millennials’ time is spent checking their emails (CNBC). The report also reveals all generations can be reachable during unusual times, such as their leisure time. From watching TV and movies to working out, all generations are willing to multitask throughout the day to check their emails.
Tip #2: For moms, trust is a MUST.
To enter moms’ consideration set and gain their trust, brands need to be transparent, honest, and responsive. You can further build trust with moms by successfully leveraging influencers, generating positive ratings and reviews, and finding personalized ways to communicate. Transparency for moms goes beyond the ingredients in their food; they care about every aspect of a brand, from work practices and ethics to raw material sourcing. Another tip: when your brand makes a mistake, own up to it. Moms understand brands always run the risk of error, but their understanding ends when they find out your brand tried to cover up the mistake. Lying can ultimately mean lousy PR and loss of lifetime customers.
Tip #3: Meaning matters.
Every touchpoint is an opportunity to build and grow your relationship. Brands that add value to moms’ lives through content, relevance, convenience, and savings are the most successful. Remember, while moms love being parents, they also want to be acknowledged for all the roles they play and their diversity. Moms in the U.S. have reported being in a middle ground where they’re fighting between what comes first: mom or child (US Mothers and Money). Most brands use imagery of the “all-American mom” who is middle class and pristine. Moms, just like everyone else, are complex people who desire meaningful connection and representation, so make your communication count.
Tip #4: Rally behind a cause.
Moms want to know their values align with the brands they use. To reach moms, brands need to show social responsibility in their local and global communities. Differentiating your brand is about more than product; it’s about what your brand does to make the world a better place. One of the main things moms want is for their children to grow up in a better world, so communicate how you’re going to make it happen. Ideally, your cause should tie into your brand’s mission and vision to resonate with your audience.