Return On Subscriber – Email Marketing Blog

Nothing frustrates me more than getting sent irrelevant emails from clothing websites. For a store that sells to both men and women, you need gender to provide relevancy. Some stores have the data and don’t use it out of laziness, others don’t ask for the information or don’t have it.

I clicked on a link in a tweet recently that said “my favorite website of the moment” which led me to a clothing site called ASOS. They sell to both men and women and used a great segmentation technique I had never seen before. Instead of having a traditional submit/subscribe button, they had 2 buttons – women & men:

The best user experiences on the web are simple. This doesn’t take much thought and is perfectly intuitive.  If you rely on gender to provide relevancy to increase conversions, this is a great first step. I would give it a try – there is no wrong answer.

My only let down was that I didn’t receive a welcome email after opt-in.  This email could have really focused in on the male content and would most likely drive a lot of page views and conversions for ASOS. Maybe it is in the works…

Have you seen other uses of this opt-in technique on the web?  Let us know in a comment below.