I remember quite some time ago when I was checking out at the Guess clothing store in Winston-Salem, NC and the clerk said, “Would you like to sign up for X program.” There were some perks and given that it didn’t cost me a thing to join I opted to do so.
She asked for various bits of information, one of which was my email address. I don’t know if there were any fields on the screen that the clerk could fill in automatically, but there’s one that seems to be a given: Male or Female?
The reason being is that I now get one or two emails from Guess a week and an overwhelming majority of them have to do with clothing for females (previous example).
I mean, yes, it’s true… I did wear a skirt one time in my life for a special feature story in a publication that targets females, but it was a one time deal.
Even the simplest email provider allows for list segmentation these days, which is something Guess really needs to take advantage of. It’s great that they think I’ll look “pretty in pink,” but I’d much rather learn about cool guy clothes they have out at the moment.
With each email they send me, or any other guy, that has a female focus they lose out on the opportunity to prompt website visits and potentially make a sale. But hey… if you are reading this and are female, maybe you’ll look pretty in pink.
