Brunner Research Shows Moms Will Share More for the Right Email Offer

Survey Provides Valuable Insights Into Effective Email Marketing Strategies for Today's Brands

PITTSBURGH, PA--(Marketwire - July 14, 2010) -  Independent, full-service advertising agency Brunner ( announced today survey findings that outline moms' relationships with their email accounts. Brunner surveyed over 400 mothers with children ages 12 and under and discovered that moms have become comfortable providing information about themselves -- even about their children -- if it means they will get more useful information and offers in return.

"This is great news for marketers because, despite information overload, email marketing continues to be a viable channel to engage moms," said Ken Johns, SVP, Director of 1:1 for Brunner. "When brands understand what moms' prefer, they have the opportunity to build trust, stronger relationships and ultimately drive them to take action."

Moms control billions in annual household spending so it is critical to understand their preferences and desires. With 96 percent of survey respondents checking email at least once a day, this survey reveals that email is a viable vehicle for engaging moms. But it is a crowded space and brands must learn to break through the clutter.

Brunner's research uncovered critical information about the importance of the offer. More than 60 percent of moms said they would provide information about themselves to a trusted brand if it meant they would receive more personalized content. Seven in 10 of these women even said they would share certain information about their children if it meant they could get more relevant email offers from their preferred brands.

Additional highlights from the survey include:

  • More than 80 percent of moms actually look forward to checking email.
  • Eight in 10 moms indicated they want to receive offers and information from preferred brands via email.
  • Nearly 50 percent of respondents said they tend to read email with time-sensitive subject lines, such as "50% Off Today Only," first.
  • Nearly 73 percent of respondents indicated they might make a special trip to the store after receiving an email containing a coupon or promotion.
  • More than 63 percent said they print coupons for brands they use or want to try so they have it for their next trip to the store.

Overall, the survey results indicate that brands need to understand moms' desires and to provide more personalized content. Understanding this ever-important demographic's preferences will make email communications more effective and build trust that results in a stronger consumer - brand relationship.

About Brunner

Brunner is a $200 million independent advertising agency with approximately 200 employees and offices in Pittsburgh, Atlanta, and Washington, D.C. The agency provides a broad range of services in research and planning, branding, advertising, digital marketing, one-to-one marketing, public relations, promotion, and design services to clients, such as Bob Evans, Heinz, Cub Cadet, Eaton Corporation, CONSOL Energy, GlaxoSmithKline, GNC, Philips Healthcare and Huffy. In addition to being a Top 75 U.S. ad agency, Brunner ranks among the Top 75 digital marketing firms in the country.

Ken Johns,SVP, Director of 1:1 at Brunner