Businesses (especially SaaS products) built upon creating consumer-focused services and products are oftentimes lacking in personalized experiences and content. Prospects and customers are treated the same, regardless of the acquisition channel they come from, their buying intent, geo segmentation, gender or anything else that would require a personalized approach. In recent years, advertising has taken a shift towards personalization, yet, many businesses have yet to catch on. Companies, big and small, are comfortable spending time, money and resources on traditional marketing channels that oftentimes won’t have positive ROI. Yet they vigorously resist trying basic consumer segmentation and personalization that requires no budget or resources.
Adding consumer personalization to your traditional marketing toolkit may be frightening, especially for small to medium size companies with limited resources. You would ask yourself, “Where to start? How to measure results? What resources are required and how much time would it take to see the benefits?” All these are valid questions, but what if in order to get started you didn’t need any additional resources, and could still capture 80% of the benefits? What if instead of trying new acquisition channels (just because everyone else does it), you could use something that didn’t require budget YET would guarantee positive ROI? What if you were sitting on this all along and simply didn’t know how to enable it? The good news – if you continue reading this post, you’ll learn how to personalize your content, increase your conversion rates and improve engagement without spending additional money on expensive tools or hiring new staff.
Gender Based Marketing Segmentation is a single consumer personalization technique that can deliver 80% of the benefits with less than 20% of resources. There’s plenty of research which showcases that knowing the gender of the customers receiving your newsletters, email campaigns and other personalized marketing collateral is the single most important personalization metric that can increase your conversion rates overnight without doing anything else.
The easiest way to get started with gender-based marketing segmentation is by using tools like NameGenderPro.com. Name Gender Pro helps determine the gender of customers by their first name. It is a database of first names by gender collected from publically available governmental data sources such as US Census, UK Census, Canada Census and etc as well as from social media. NameGenderPro is a simple plug-and-play method that guarantees a 95 percent match rate for your own customers and the list of names you would receive from Name Gender Pro. Once you download NameGenderPro list of names – you own it (which means you don’t need to integrate any APIs or pay recurring fees)
Your businesses won’t get a second chance to make a good first impression. The instant a prospect comes to your website is the most important interaction point, so you have only 30 to 60 seconds to grab a site visitor’s attention “You’ve got to start with the customer experience and work back toward the technology, not the other way around.” (Steve Jobs)
Developing marketing content that resonates with particular audiences is essential for conversion. Knowing something as simple as whether a customer is male or female can be a game changer for the type of content you use.
The following case study shows trends that may vary from company to company but would be directionally the same for all gender neutral businesses
Key areas to focus on include gender marketing segmentation by acquisition channel and day of the week. This will allow your business to identify basic metrics and learn how gender marketing segmentation can grow your business. You will then be able to identify opportunities to use gender marketing to improve, innovate, grow and optimize your campaigns.
Weekends vs weekdays for gender-based marketing segments:
There are a number of factors found when observing the acquisition channels of males and females that visit sites for the first time:
It’s becoming increasingly obvious that gender-based marketing segmentation is the wave of the future, especially for SaaS businesses. According to the case study below, you will see how gender-based marketing segmentation can help businesses identify trends and opportunities never seen before. It’s apparent that male and female buyers have varying behaviors, which dictate the profits and conversion rates for SaaS companies. The marketing campaigns that are successful will take into account the differences between the genders and use that knowledge to develop winning strategies. Focusing on what men and women like about a particular product will make it easier to convince them to make the purchase. And more importantly, in the end, you will have happier customers, which will in turn boost retention and growth rates.
Gender marketing is nothing new, as it has been used for decades by retailers. However, many companies have continued to overlook this key factor in their marketing campaigns and are leaving lots of money on the table in doing so. Gender marketing isn’t like other campaigns and strategies that are risky, and don’t guarantee a positive ROI. To the contrary, when gender marketing is adopted, it can guarantee an immediate increase in lead generation, conversions (while reducing churn), lifetime value, retention, product usage and consumer satisfaction.
Companies can begin incorporating gender marketing into its campaigns today. It’s simple to do and highly effective, as shown with the following marketing efforts:Email Marketing:
Businesses can no longer overlook the many benefits gender marketing can offer their companies. There is plenty of proof showing how it can potentially boost your conversion rates and profits, and the risk is low.