Knowing exactly who your audience is and what they want are the basic building blocks to effective 
online promotion. If your target audience is women, you need to know they are not all equal when it comes to promoting products online.
For instance, according to a study by Prospectiv, women with children don’t mind seeing relevant online coupons and discounts and are less likely to skip over such promotions. Moms also trusted promotions more than women without children.
When moms were asked about marketing e-mails, 45 percent said they wanted information related to their lifestyle and another 21 percent said they would look at “anything they send me.”
Women without children, however, were more discerning with 30 percent interested in receiving email promotions relevant to their lifestyles, while 35 percent did not want any information at all.
Regarding targeted messages based on past purchasing behavior, 15 percent of moms and 18 percent of women without children would read promotional email messages.
The most effective tactic for both types of women, according to Prospectiv, is offering free samples online: moms (47 percent), women without children (38 percent). Coupons came in second with 40 percent of moms and 34 percent of those without children expressing an interest in receiving them.
In declining order of interest for both groups were emails, banner ads and blogs. Women without children were also twice as likely to make a purchase based on a recommendation from a friend, family member or co-worker.
What’s the upshot for online marketing to women?
· Know you demographic so you can tailor the message and its delivery.
· Keep track of purchasing behavior.
· Target the tactic based on audience preferences.
· And, make sure to include a “Forward this to a friend” option on all email messages.
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