Though web and online portals are mainly used as channels for informing the customer and maintaining the brand of the luxury product (Refer E-Commerce for SCMluxe) , it is is an important tool of communication and the eventual buying decision. So an interesting study on the response of men and women to email campaigns by luxury goods caught my eye. The main differences between the sexes observed in the study were:
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| Luxury Chicks - funny or blase? |
- Men click on links that are buttons or images more than on text. Whereas women tend to click on links which are “text”
- Women find “day in life” or messaging that conveyed a lifestyle. Men on the other hand preferred funny or witty messaging which was delivered in a quirky fashion
- And finally, men are more likely to open an email ad and respond to it than women would
Personalization of email campaigns especially with respect to subject, title, messaging and formatting is important to reach the target audience – hence we see Martha Stewart style images for home and fashion campaigns and Benetton features provocative messages. As to the links in the emails…do we do text or buttons …or is this all sexist nonsense in an increasingly egalitarian world?
