Given the impact of gender, is it a good idea for you to customize e-mail messaging between men and women?
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.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Stephanie Miller is a partner with brand and marketing technology strategy firm TopRight Partners, which helps customers use the technology they have today to do the marketing they want to do today and tomorrow. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT