Prospectiv debuts e-mail database tool for parents

Sixty-one percent of parents use the Internet when researching products for their children, according to a new study by Prospectiv, Prospectiv's Consumer Preference Index (CPI).

The e-mail marketing services firm researched parent online activity as a part of the launch of a new lead generation e-mail newsletter tool to market to parents called Eversave Baby. The Eversave Baby list is Prospectiv's opt-in membership database of parents who have signed up to receive e-mail offers and information about baby products through Prospectiv's online properties Healthier.com and Eversave.com.

Marketers who use the tool can send parents articles and tips about babies via e-mail. The tool lets marketers sponsor branded e-mails, advertise or sponsor Prospectiv's Eversave Baby branded e-mails and expand their lists by promoting recipients in their database to opt-in to their own e-mail mailings.

According to Prospectiv's research, 50% of parents online are searching for information on products and 44% are looking for discounts. The research also found that 47% of parents are using search, 16% e-mail newsletters and 12% branded product sites to research baby products online.

In addition, 56% of consumers polled said that they would sign up for an e-newsletter that offered promotions, coupons, tips and advice about baby/child products and topics.