Segmentation: Men VS Women. For sure! But how?

This article will be a lot about neuroscience and we hope you will enjoy it. One of the most basic segmentation criteria most of the brands do not attempt to apply is gender. Fortunately there is rich research activity around this topic which we enjoyed studying in order to offer you this cute distillate. Let’s see some important notes we kept and how are they translated in effective email marketing practices:

Women rely on opinions, men rely on decisions

According to NextStage Evolution, women can be influenced more effectively by their social circles opinions while men trust their peers’ decisions mostly. Marketing wise, this sounds like an important finding to be tested by eCommerce brands. The way products get featured are mostly based on user’s buying behavior while they could be based on his social media friends and followers’ reviews and buying behavior accordingly.

Women focus on the whole body, men focus on the face

To be honest we were expecting the opposite, but, according to the Center of Behavioral Neuroscience, this is totally true. It’s quite obvious how this can affect the email communication of ecommerce brands.

Women like colors, men prefer simplicity

 According to a Pew Internet study, women enjoy bright colors while men do the opposite. For men, simple minimal lines and a ‘’darker approach’’ is more effective. This can directly influence your email templates if it does not ruin your consistency.

Men and women open emails slightly differently

According to Marketingprofs.com, women select specific time slots to check their emails and mostly click at late morning to evening, while men mostly prefer early morning hours.

 

 

Both men and women click through on specific time periods

According to Marketingprofs.com, women select specific time slots to check their emails and mostly click at late morning to evening, while men mostly prefer early morning hours.

 

This makes total sense if we take into consideration the working hours of an average private employee.

We hope you enjoyed this article on how you should and could approach different genders through email communication.

Do you approach men and women in a different way through your email marketing efforts?

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