A&F took the broadest categories of customers, divided them up, and gave them each their own link.
Your business might benefit from the same approach, but you can go beyond just using male or female links.
Let’s use an electronics store as another example. ABC Electronics is having a 70% off sale too. But they know not all their customers want everything they sell. So instead, they could include links with the broad categories like appliances, home theatre, computers, video games, etc.
Including too many separate links might become confusing rather than simplifying though, so they should probably stop at the three or four most important categories. They could even do tests on a variety of category descriptions to see which performs better.
Someone receiving a message like this might be more inclined to click if they are in the market for something in one of those categories. For example, say you were considering buying a new computer.
Imagine you get their SMS message, but there is only one link to click. You know they carry computers, but what are the chances any of them are 70% off? Not likely, right? So you don’t click.
You might also know they sell a ton of different electronics items. Even if you want to see if computers are included in the sale, do you have time to click that link right now? How long will it take to load, search, and find any computers on sale? It just seems like too much work or too much time. Maybe you don’t click. Or plan to come back to it later…but then forget all about it.
Now imagine you receive a message saying there is 70% off at ABC Electronics, and you’re presented with separate links to computers, appliances and home theatre. That’s a pretty amazing sale and you know if you click on the computer link, you’ll see all computers on sale. You’d probably click right? It makes it easier for you to act on what you want. The message is providing you with exactly what you want, and that’s part of what segmenting is all about.