When evaluating the impact of email marketing, different data has to be considered. The common one is the open rate percentage which determines the rate of people actually opening the messages sent. Some also measure the bounce percentage to see the number of emails not received by the recipients. For a more specific evaluation, some analyze the behavior of recipients at every gender. Yes, gender also plays a role in email marketing as men actually have different patterns than women.
2013 Findings on Email Marketing Per Gender
In the latest study done by the SimpleRelevance, it was found out that men do often open their emails than women. That is, from the observation of time between 4 in the morning until 9. However, women check their email longer from 10 in the morning until 9 in the evening.
Looking at the chart below, there is a huge difference between the email usage at every hour. The peak hour that both genders use their email is by 9:00 AM, but men open their messages more than the women. By looking at the percentage, there is a huge difference of clicks per gender. Look at the chart below:
From the said chart, it is obvious that women do open their emails at a one-time period more than men. Experts say that the frequency of checking emails is at an average of eight in men while their gender counterpart has an average of 7 at multiple times.
The decision making process also is different in gender. The research done by the NextGen Evolution has been remarkable. They have found out that females usually consider the opinions of other people before purchasing a product. They would read opinions and other comments about the product. This shows that the female is more cautious than men since men consider the opinions of people who actually bought the product.
Opening of spam emails also differ from one gender to another. A research done by the Messaging Anti Abuse Working Group shows that male opens spam messages more than the females. Females are cautious as they initially check the â€˜From’ field before opening the email. Some men do not care at all. In fact, as soon as they are interested in a topic, they tend to open and reply to the message.
The Importance of Gender Behavior
Gender behavior has a huge impact on the promotion of the product. This is true in those companies who are focused on selling products for a specific gender. A good example of this is lingerie. Lingerie is specifically made for women and so sending an email to the target market may need a specific time. According to the latest study, women usually open their emails from 9:00 AM and so sending them messages at this hour will increase chances of high open rates.
Gender behavior is important in email marketing. It is the powerful secret of many online marketers so they are assured of a high open rate percentage. Try studying the behavior of the target market prior to sending emails and you will see better rate of success.