We can't turn ourselves off as we participate in business or leisure, and so we also bring our gender identity and attributes to every activity, including reading e-mail messages. Given the impact of gender, is it a good idea for you to customize e-mail messaging between men and women? The answer, of course, depends on your program, brand loyalty, and product or service. There's probably a lot of insight we can each glean from our own program data.
Look at response rates, complaint and unsubscribe requests, and buying habits by gender, and see if there are differences by offer type, subject line, time of day, or frequency.
The effort could be well worth it. Out in the wild, there's evidence that men and women interact with e-mail differently:
While being female is a pretty big part of who I am, it's not the only factor, and it's not always the most important or even an important consideration in many activities. However, do not discount gender as a possible factor, as simple segmentation across other thick segment lines does have a big impact. Many marketers have increased response and revenue by customizing content, subject lines, frequency, and cadence between two large segments, most commonly defined by:
Perhaps add gender to that list and test it. You may be able to turn up the response – and lower complaints – by tailoring certain promotions or newsletter content to men and women on your file. For example:
What have you learned about gender and its impact on e-mail response and engagement? Let me know any questions or thoughts in the comments section below.
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Stephanie Miller is a relentless customer advocate and a champion for marketers creating memorable online experiences. A digital marketing expert, she helps responsible data-driven marketers connect with the people, resources, and ideas they need to optimize response and revenue. She speaks and writes regularly and leads many industry initiatives as VP, Member Relations and Chief Listening Officer at the Direct Marketing Association (www.the-dma.org). Feedback and column ideas most welcome, to smiller AT the-dma DOT org or @stephanieSAM.
December 12, 2013
1:00pm ET / 10:00am PT