Hi, I'm currently working as an Interaction Designer at an Email Marketing company where I'm also writing my thesis for my undergraduate (Bachelors) degree. The main goal of my research is to find if we can change certain aspects of email newsletter designs through personalization. We want to do this to create more interaction between sender and receiver of the newsletter (read: higher clickthrough rate and more conversions on the websites of our customers).
One of the aspects of the research is to check if we can use demographic data to personalize the design of the newsletter. E.g. a different lay-out of the newsletter for people living in suburbs as for people living in the countryside. I’ve read dozens of articles about the difference of use of color, alignment of text, etc. but these were all world-wide differences.
Does anybody have any experience with changes in (web/email)designs based on demographic data, more specific regional demographic data? Where do I start? And what are your thoughts about using this data for changing a design?