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Do Men and Women Use Email Differently?

Posted on | June 2, 2009 | No Comments

According to our recent Email Impact survey men and women clearly have different attitudes about email and, also, use it differently. While ours was an informal survey, which used our own Ennect Survey product and which was sent to a relatively small group of people (approximately 12,250), the results provide an interesting snapshot of email usage.  Today, we’ll look at some differences the survey pointed out between the ways that men and women use email.

If you’re an offline or online retailer, these results might be interesting…

We thought it was a positive sign that both male and female respondents indicated they actually saved emails to refer to later – even if they didn’t read them right away.  Kudos to those email marketers who have established a ‘trusted’ relationship with readers, based on a track record of sending content with value enough to be saved!

In fact, 40 percent of women responded that they’ve gone back to review an email days or weeks after receiving it, but only 13 percent of men did. Perhaps that has something to do with ‘retail therapy,’ because 33 percent of women said they saved email from companies to refer to when making a later purchase.  Only 27 percent of male respondents said they were likely to do the same.  (We think men shop less, but have no stats to confirm that.  Do any of our readers know?)

But in an interesting contrast, men appear to be more positively influenced by email from a retailer than women.  Thirty-three percent of men said email made them feel more loyal to companies and their products.  Women took an opposite stance:  more than half disagreed.  Our male respondents were also more likely than women to purchase products as a result of an email and to research retail locations that carry products described in emails they’ve received.  So, even if men do shop less, email may be an effective way for retailers to reach them.

But where does that leave retailers with regards to women buyers?  Come back for our next post and we’ll let you know…


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