Email
channel that for years had been known as one of the most effective marketing
channels slowly became an underdog of digital marketing. Open rates and click
through rates had been declining while conversion rate have plummeted. While
from the first look quality of the leads remained consistent, the same offers
and promotions that used to deliver results, were no longer performing. This
change hasn't happened overnight but was consistent and sound across most of
the industries.
SaaS businesses were the first to
recognize the issue and identify the problem. As it often happens – the devil
was hidden in the detail: AAOEM (American Association of Email Marketers)
reported in 2016 annual review that the volume of promotional and informational
emails delivered to an inbox of an average consumer increased 8.5x in the last
4 years alone. This means that consumer’s “undivided” attention had been
divided 8.5x times than before. AAOEM was able to build direct correlation
between consumer’s response rate and volume of emails delivered to an inbox.
Email
marketers attempted various segmentation and consumer personalization techniques
until they discovered that adding gender based marketing segmentation improves
open rates by over 35% and conversion rates by over 25%. It appears that
personalizing design, content and offer based on consumer’s gender was the only
variable capable to improve all conversion rates with no extra effort.
There
are number of ways to add consumer’s gender. The most complicated and not
always effective is to start asking consumers their gender as part of
registration process. While this approach might deliver the most accurate
insights, it would take time to aggregate the data, consumers added to the
database before gender field is added, would still have no gender attached, not
to mention that adding a new field as
part of the acquisition funnel would decrease conversion rates by 14%.
Alternative solution would be using a tool such as NameGenderPro.com that
already done all the work for you. Name Gender Pro scrapped official government
databases of first names by gender and offers clean and consolidated list of
over 177k unique first names broken down by male vs female vs. unisex names.
Names by Gender are captured in csv file and marketers can simply download this
file from NamGenderPro.com, match this file
against their own database and start sending gender specific email campaigns
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