2010
Majority of women use email as communication tool
Email marketing may be an effective platform for small business owners who target women as a recent comScore study finds that many females check their inboxes frequently.
According to comScore, email is an important communication channel to 81.5 percent of North American women. Email is even more widely used among women over the age of 45, who check their inboxes 6 percent more often than females between the ages of 15 to 24. Women were also observed to use email more than men.
This trend was observed for consumers worldwide, though comScore emphasizes the importance of considering local markets when designing a marketing campaign.
Additionally, women tend to shop online more often than men. The report indicates women spend up to 20 percent more time shopping on internet retail stores than men. Additionally, they are more likely to browse healthcare sites than men.
With this in mind, business owners should try to use email to direct consumers to relevant pages on their ecommerce websites. For example, they could do this by observing subscribers’ buying habits and crafting tailored promotions that link back to their retail site.
