What should be considered with gender-specific advertising messages

International Women's Day, Men's Day, Mother's Day or Father's Day - there are many holidays that are used by companies for special email campaigns to reach the female or male target group. Through "gender marketing", markets are segmented by gender and products and services are marketed according to the needs of female and male consumers. The aim of such gender-specific campaigns is to formulate a target group-specific approach for the advertising campaigns.

The company specializing in target groups Audience Serv has looked into the topic of "gender-specific advertising campaigns" and used an in-house analysis of user data to determine the main differences in user behavior between men and women. For the study, almost 7,000 emails sent over the last three months within Germany and Europe were analyzed. Based on the results, tips and approaches were summarized to help companies reach the female or male audience in corresponding campaigns.

In order to analyze different user behavior, Audience Serv focused on the average open and click rates of both genders. The evaluations show that women and men start reading their emails between 6 and 9 am. The highest probability of email interactions for both genders is between 9am and 5pm. This means that both female and male recipients are particularly active in their email inboxes during regular working hours.

If we take a closer look at the results, differences within this time frame become clear: women tend to respond to emails particularly frequently during lunchtime from 12 noon to 2 pm. Male interaction peaks at 9am, 12pm and 5pm. If you plan to send newsletters to female users, sending at lunchtime can be successful. Men, on the other hand, can be reached during working hours.

Awareness versus call-to-action

Another aspect is female behavior after normal working hours (after 7 pm). On the one hand, women open their emails more often than men during this period, but their click-through rate is lower in comparison. If your marketing campaign for women aims to increase their brand awareness and provide informative content, sending after working hours is a good time to attract attention. For call-to-action campaigns, contact during regular working hours is a better choice.

Repeated retrieval of e-mails

Based on the analysis, it can also be stated that women tend to open an email more than once than men. Opening an email multiple times is in line with the customer journey and shows that there is more than one point of contact between the customer and the brand along the way. The same applies to email conversion.

To gain more insight into user behavior, opening and click rates were analyzed with regard to different age groups. The result shows that women up to the age of 60 are more active with emails than men, who in turn show comparatively greater participation from the age of 60.

Age and click rate

This behavioral structure is consistent with the usual customer personas. Women and men between the ages of 40 and 60 are considered by many companies to be the main target group for their products and services. As salaries generally increase with age, the willingness to consume also grows - which is reflected in higher click rates. The study also shows that women between the ages of 40 and 60 achieve the highest click rates, while email interaction increases for men between 50 and 70. Differences in the behavior of different age groups should be taken into account when determining marketing strategies and defining the target group.

A comparison of the opening rate in relation to the reception rate shows that women and men have similar interests. However, these are prioritized differently. While fashion, shopping, leisure and gaming topics generate the highest open rates for both genders, dating, health and entertainment are among the most appealing topics for men. Female users, on the other hand, are interested in astrology, cosmetics and travel.

Avoid clichés, consider visual components

In order to determine the ideal target group for your advertising campaign, the interest of the target group should be taken into account. It is also important to take other factors into account for a successful campaign. With gender-specific advertising messages, care should be taken to avoid clichés. This is particularly advisable for gender-related campaigns, such as Women's Day. This is because female customers prefer humor and inspiration and find particular appeal when the content is conveyed through emotions, people, family or animals. Male users, on the other hand, prefer campaigns with information and competitive situations. This campaign content must also be transferred to the visual level: Clear, bright newsletters with an emotional appeal win over female readers, while men find a rational approach with technical details and comparisons appealing.

• In general, the advertising message should No cliché message become. A careful approach and sensitivity are the key to a successful campaign.
• Design gender-specific campaigns at Consideration of interest, approach and designWomen prefer bright, clear newsletters with an emotional touch. Categories such as fashion & consumption are in demand among them. Men respond to rational and technical newsletters that contain information on topics such as government, fashion and leisure.
• If emails are sent in the traditional way, it is advisable to send newsletters during the regular Working hours from 9 am to 5 pm. Click rates are likely to be particularly high for women around midday (12 to 2 pm). However, it should be noted that user behavior differs from database to database and individual analyses are useful for each company.
• Female recipients up to the age of 60 have shown stronger interactions with emails than men of the same age group. Age group. Women have the highest interaction rates between the ages of 40 and 60. Depending on the campaign objective, these differences should be taken into account when determining the target group.