Empowering SaaS Conversion Rates with Gender Marketing Segmentation

How SaaS businesses have fallen behind with consumer segmentation:

SaaS (software-as-a-Service) is one of the the fastest growing business models that in less than 10 than increased the size of the global market 16x from $5.56 billion in 2008 to over $92.75 in 2016. Its projected to grow to a whopping $132.57 billion by 2020. In order to support this accelerated growth rates SaaS marketers had been priding themselves for offering innovative and efficient data driven solutions that improve conversion and acquisition rates at much higher pace than traditional ecommerce acquisition campaigns. As result of the new fast-paced SaaS reality - “old” database marketing strategies became outdated and many metrics that for years used to benefit traditional marketers were no longer collected. Gender Marketing Segmentation became one of the first metric that SaaS businesses eliminated from the data driven decision making.

Gender Based vs Gender Neutral Marketing Segmentation:

Excluding gender based marketing segmentation from the traditional marketing decision making might have helped to optimize conversion rates in a short term (as marketers had one less field to collect data for), however, it appeared to have a negative impact in a long run as the ability to fully benefit from consumer’ behavioral analysis was limited. SaaS model assumed that software is a “gender neutral” product. Marketers assumed that product usage and acquisition behavior are the same for both male and female users.  Thus marketers didn’t bother creating different product experience or launch different marketing campaign for female and male consumers.

How to leverage gender marketing segmentation:

Study conducted by that including gender segmentation as part of the marketing strategy can increase your email open rates by over 25%, conversion rates by over 30%, click through rates by over 25% and retargeting rates by over 40%. Gender marketing segmentation is one of the easiest and yet under-utilized segmentations that marketers very often forget to leverage. The easiest way to get started is to download list of first names by gender from NameGenderPro.com and match their list against your own database by first name. NameGenderPro.com consolidated by far the largest name-gender list available for marketers. NameGenderPro’s database includes over 177k unique first names by gender (names by female and unisex) collected from publically available data sources such as US Census, UK, Canada, Australia and New Zealand Census as well as social media. Once you download list from NameGenderPro.com you can start analyzing your data and coming up with gender marketing strategy that suits your company’s objectives in less than 10 minutes

How to leverage gender marketing segmentation for SaaS:

Study conducted by Association of Online Marketers (AOM) shows that including gender segmentation as part of the marketing strategy can increase  conversion rates by over 30%, open rates by over 25% and re-targeting outreach by over 40%. It also appears that in order to benefit from the gender marketing segmentation businesses don’t need to make any changes to lead gen flow by adding a ‘gender field’.  To start analyzing your consumer’s gender business can access name gender list from a vendor like NameGenderPro.com. Name Gender Pro offers a list of over 177k first names broken down by gender. NameGenderPro have done all the heavy lifting - they scrapped publically, available data sources such as US Census, UK Census, Canada Census and Australia Census. They cleaned up the list and now you can access this list and start matching your list of first name collected from your consumers against NameGenderPro list in no time and with minimum effort. Once you download list from NameGenderPro.com you can start analyzing your data and come up with gender marketing strategy that fits your company’s objectives in less than 10 minutes.