Gender sensitive content

[Anonymous]

Hi,

A question to those of you familiar with marketing in different languages. How do you deal with gender sensitive content in emails or landing pages. For example in Portuguese, and other languages, it's not only the greetings which change, but also verbs etc in the content.

Could you share some best practices how you tackled this? Use of snippits, concatenated string (formula) fields, etc.

I personally don't see the use of concetenated string (formula) fields a solution here, as proposed in this article. This because I would have to create a lot of additional fields. I thought about just creating two different emails for male and female leads as a solution.

Would be great to hear your opinions or input on this topic.

Cheers

[Anonymous]

Jonas, two thoughts here:

• Do you capture gender information?  This seems particularly difficult for leads that don't enter via a webform.
• Is the male gender default for most languages?  In Spanish for example you'd default to the male version of the words.  This wiki page includes some great information, albeit buried in controversy: http://en.wikipedia.org/wiki/Gender_neutrality_in_languages_with_grammatical_gender

[Anonymous]

Hi Steven,

• We do capture gender information, forms, CRM, etc. - using data management campaigns to narrow this down to 'male' and 'female' so I can build a flow based on that field in any campaign I want
• Thanks for this article, although interesting, it doesn't really answer my question on how to deal with this best within Marketo, for example when an email send out automatically from an account manager in a personal style, we can't really try to imbed gender neutral language. This would appear artificial and send it's difficult in languages like Portuguese, Spanish, French, Russian... 

Cheers