We have seen the evolution of gender awareness all around the globe in recent years. If this is the case, how can you make significant adjustments to your email program to reflect the significance of gender inclusion while still connecting with all of your customers? How can you leverage your strong marketing platform to represent additional sorts of consumers in your email marketing campaigns?

Here are some ideas to get you started on improving your campaigns:

Use pronouns that are gender-neutral

Indeed, language is clearly a potent weapon for humans, as well as email marketers. However, language may be fickle, with certain terms becoming obsolete in today’s environment.

As a result, what is one of the simplest methods to make your emails more gender inclusive? Instead of using gendered pronouns like he or she, use the gender-neutral “them.” Using they instead of he and she helps you to be more inclusive of persons with non-binary gender identities. This simple adjustment will enable you to include a group of persons who were previously unrepresented by English pronouns.

Rather than gendered preconceptions, segment based on behavior

The American Psychological Association discovered in a research that a person’s gender has little to no influence on their personality. Furthermore, according to one survey, 81% of Generation Z feels that gender no longer defines individuals as strongly as it formerly did. With such startling revelations concerning gender, it’s time for marketers to avoid making assumptions about their clients based only on gender.

Avoid categorizing clients purely based on gender when segmenting audiences. Many individuals have hobbies that do not adhere to “typical” gender norms, as indicated by the aforementioned studies. Rather of utilizing gender as a segmentation criterion, concentrate on consumer behavior, such as their proclivity to open your emails. This kind of research will enable you to target more complex personalities rather than simply those that are firmly blue or pink.

Increase the number of gender choices in your email sign-up procedure

Sign-up is an excellent moment to gather critical personalized data about your clients. Ask for their gender pronouns in addition to their email address and the sorts of communications they’d want to receive. This will help you to not only discover more about who is using your email programs, but also to customize as needed. For example, if a client writes in with a query, it’s critical to have this information on hand so that your support staff can handle the consumer in the most courteous manner possible. Sometimes all you need to do is ask to be attentive to and aware of your consumers’ demands!

Conclusion

It is recommended that you use these three suggestions while designing your email marketing campaign. Small changes like this might mean a lot to a certain consumer. While our ultimate purpose as marketers is to sell, we can do it ethically by knowing, representing, and even empowering consumers via the language and marketing methods we use.

Check out this video from Courtney Chaal of Rule-Breakers Club to boost your email marketing strategies.