Mumgo’s Email-First Strategy


Thanks for clicking, now gimme your email

Mumgo is a new Australian site that knows what it wants: your email address. You can’t enter the site until you hand over your details.

When I read this story, Revealed: Why Catch of the Day snapped up a four-week-old website and launched new lifestyle site Mumgo, I decided to visit Mumgo:

“Catch of the Day transformed newly launched ecommerce site Ladybub, founded by husband and wife team and former investment bankers Dan and Elise Gold, into Mumgo.

The Golds are heading up the Mumgo site and received a stake in the business.”

My mummy days are long behind me, so I clicked on the Suppliers page to learn a little more. Mumgo is keen for suppliers to sign up:

Why feature on Mumgo?
We connect you to a very large online shopping community of Aussie mums

Our campaigns are first-class in their presentation and focus on the educational aspects of your brand, story and products

We help you move stock quickly

We order large volumes

We pay immediately (no trading terms are required)

Obviously, they’re working on that “very large online shopping community of Aussie mums” thing by demanding that anyone arriving at the site hand over their email address first.

No, I don’t object. It’s a good idea for a shopping-bargains site. I’m just surprised — shocked, even. Well done, Mumgo. It’s exactly what the site should be doing, that’s why I’m surprised. :-)

Author: Angela Booth

Copywriter Angela Booth's clients tell her she performs "word magic." Whether she's writing advertising materials, Web content, or ghostwriting for her clients, she's committed to helping them to achieve results, fast. Author of one of the first books about online business, Making The Internet Work For Your Business, Angela's written many business books which have been published by major publishers. She's an enthusiastic self-publisher and writing teacher.