Secret Weapon Of Email Marketing Segmentation: “Gender Checker”

A successful email marketing campaign can help increase both your incoming site traffic and revenue. According to stats, B2C businesses are increasing their conversion rates by 50 percent and B2B companies are seeing a 60 percent increase in revenue. When you throw personalization into the mix, we find a 26 percent increase in email opens.

 

Anyone who says email marketing is dead is obviously not paying attention to the data. And the data shows that email marketing, when done right, can do wonders for your business numbers. Email marketing requires a strategy that takes into consideration various factors which help to personalize the content as much as possible. Segmenting your email campaigns is essential for getting higher click-through rates, which can potentially turn into more conversions.

 

Stats that Show Characteristics of Males and Females

Reviewing the data behind email opens between men and women, we see there are key differences. These differences can be analyzed and used to improve your campaigns to ensure the highest opens possible.

 

When it comes to men, the stats reveal that they tend to open their emails the most between 4am and 9am. Women, on the other hand, tend to check their emails throughout the day, between 10am and 9pm. So if your campaigns are targeting both men and women, your best bet would be to send out emails between 8am and 9am.

 

The data also shows men open their emails more frequently than women. However, women have a time of the day where they open up more emails than men (typically in the morning). Sixty-six percent of women open up the majority of their emails once per day, compared to 57 percent of men. Twenty-two percent of men check and open the majority of their emails twice throughout the day, compared to 19 percent of females, and so on. Overall, men are opening emails more frequently throughout the day.

 

Mistakes You’re Likely Making in Your Campaigns

 

There are a lot of misconceptions that have carried over throughout the years that marketers still believe. This is creating unforeseen issues with campaigns, leaving brands wondering why they have low click-through and conversion rates.

 

Let’s review some of these findings:

 

• Women tend to study sexy images, compared to men who look primarily at the face (contrary to what most marketers believe)
• Men are more loyal to organizations/companies than women are. Women tend to latch on to the individuals within the organizations and companies and will even follow them to new companies (be careful about who you use as a spokesperson for your brand)
• Young women don’t prefer pink. One study shows females like multiple lighter colors in the background and type font, while men like fewer darker colors in the background and type font
• Men use emails to gather and transmit info about business, sports, politics, how-tos, weather and news. Women use emails for managing their relationships and for their own issues, like health and spirituality
• Men are more likely to open up spam emails than women. Data shows men will open emails if the subject appeals to them, regardless of who sent it. Women are more cautious and will even open up a separate email account specifically for subscriptions

 

Why is Gender so Important?

 

The facts laid out above should help you see why gender matters in email marketing. Who you’re targeting will determine what time of day to send your emails, what colors to use, and which images to showcase. How you collect emails from people will also be affected by your target audience – you want to make sure you get the permission of women before sending emails to them, or you’ll risk having them deleted.

 

Email marketing is all about getting the receiver to open your content. Your subject line and timing play significant roles in this. The content inside then has to do its part to get readers to click on links and make a purchase.

 

Determining the gender of your subscribers isn’t always simple, especially since most forms only collect names, birthdays and emails. The name alone isn’t always telling of a person’s gender.

 

Segmenting Your Campaigns with Social Media and NameGenderPro list of names by gender

 

There are different tools available to you, which can help with the identification of your subscribers’ genders. If you don’t mind doing the legwork, you can use social media to look up your subscribers to see if they’re male or female. Another option is to use Name Gender Pro, a database, which contains over 177,000 unique first names collected from major countries around the world. This includes America, the UK, Canada and Australia.

 

You can use your own email subscriber database to match the names in Name Gender Pro to determine the gender, and properly categorize it in your campaigns.

 

If you’re serious about increasing your click-through rates, conversions and revenue, then gender marketing needs to be a part of your email marketing. Start segmenting your lists using Name Gender Pro today!