When sending an email newsletter to parents, remember your dual audience. The adult reading the email is proxy for the child, who will ultimately benefit from the information contained. Advertising copy for parents isn’t only about flash and style — although a parents want their kids’ clothes to be trendy and their toys to be cool — but you’re also selling safety, reliability, and value.
Side note: in researching for this article, I found plenty of information on marketing to moms but none regarding marketing to dads. It’s true that women are responsible for 85% of the household shopping, and that’s a number that’s can’t and shouldn’t be ignored in your targeted emails. But one shouldn’t ignore the 15% of single dads, uncles and grandfathers, same-sex male couples, and married hetero dads who do their share of household shopping.
Parents want value. They know kids are hard on shoes and toys, and they lose things. They know that plastic toys that light-up and sing are prone to breakage and are tossed aside when the child moves on to the next trendy superhero. Chose email subject headers that show your product will solve or ameliorate this problem. Use words like “stability” and “lasts a long time.”
Breaking In with an Email Newsletter Campaign
Moms are brand-loyal, but also choosy. They may choose your new brand if a pithy email leads them to a landing page that allows them to investigate your brand and find out why you can solve their parenting challenges safely.
Certain baby brands — like Johnson & Johnson — have a long reputation of being baby-safe and probably will always be trusted. But a new product — like the Baby Bjorn — filled a need, was marketed with descriptive videos that showed why it is safe and reliable. By providing lots of information online, the Baby Bjorn became the same baby shower stand-by as a basket of Q-tips and diapers.
Parents embraced the strange-looking, foam baby seat by an effective online campaign with short videos and intelligent articles that didn’t advertise the Baby Bjorn, but allowed parents to explore how it worked.
Parenting is a community activity. From corporate-based smartphone apps that involve social media to baby-and-me classes, expect parents to share their opinions about your brand with other parents. This is a good thing, of course, as long as they’re sharing the info you want them to. Help guide the conversation with an informative, scannable email newsletter.
Parents don’t have a lot of time to read email; they may save your email for the weekend, and most will read it on their phone. So test your email works across lots of different smartphone email apps. Write in chunks of 200 words, and set them apart with CSS-formatted text blocks. Remember to test your email for the preview pane, since many parents read email at lunch on their work computers in Outlook.