Consumers Speak: Mom’s Open Up about Email

The panel of moms at the EIS gave a top researcher of consumer media habits (and us) their ideas about online consumption and how email plays a part in their lives. Of course there were some surprising outcomes of how they use email and the Internet in their daily lives. Just like at Messaging Anti-Abuse Working Group (MAAWG) 2008 San Francisco event with "older/wiser" panelist and at the May 20008 EIS with the panel of college students, we heard how the consumer wanted to be sent email, see information within that email, and how they want to use that information.

What I heard was some interesting things from these busy mom's

• Many only read their email 1-2 times a week. Why? No time…
• They tend to take the first few minutes of their computer time when they can get it and use it to "clean" out their junk first. If they don't recognize it, out it goes. "First thing I do when I open my email is just delete a bunch of stuff."
• When asked what ONE thing they would take to a deserted island with them? All answered some sort of communications device like a Blackberry or iPhone. This was a surprising answer from some of those who said they don't want to have to email all day, but seems to me this is one way they want to Triage their email.
• They don't want to have to give up all their information for a simple coupon. One mom said she was tricked in thinking she would just get $10 dollars off if she just filled out a simple form, but instead the form kept making her jump through hoops to get the $10 dollars off.
• Some complained that advertisers lie about what sort of offers mom's will get if they sign up. They don't get what they were told they would get or most of the time aren't sure what they are signing up for
• Some mom's said they are loyal to companies who make it simple. “Send me an offer and let me purchase. Don’t have time to navigate, jump through hoops. Make it easy.” 
• Some get so much email that they turn on their PC at 6AM and don't stop using it till bedtime late at night. Some have it in the kitchen which makes it more accessible.
• The delete button is used more often than any other.
• Marketers send to much email. "It's like my inbox is another kid, calling Mom, Mom, Mom. All this noise, it just blends in. I can't keep up, I don't even try." 

There is much more that was said, but overall my take away was that

• They are paranoid about email and with good reason. They don't trust email.
• Mom's want information that's easy to digest or understand. Give them enough information to make an informed quick decision.
• Give them the upfront costs or process to get something. Don't make it hard.
• Consistent theme of the moms was the issue of time — they don't have any. Kids and other scheduling items are the important things (which I agree). Make it simple.
• Because people are on the defensive when it comes to email, they will go on their first instinct or impressions when reviewing their email which is why they delete and or question why they signed up for this IMMEDIATELY when they look at it. Is there value in this email?
• Email to them as consumers is more of an inconvenience than helpful
• Time is of the essence when it comes to email.
• The computer, ever be its intent to be helpful, is as one mom described it a "time sucker" instead