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Why Relevance Is the Key to Success in Email Marketing

Posted by Alejandro Durán on 2/12/20 2:06 PM

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To be a good email marketing professional, the number one priority is to make sure your messages are relevant to your subscribers.

If you want to see your list decrease quickly, send irrelevant emails, that will help you reach that goal. In fact, a recent study by powerful market research firm Forrester Research found that irrelevance is the number one reason why people unsubscribe from a mailing list.

Nearly three-quarters of respondents said they unsubscribe from irrelevant messages. They simply ignore those irrelevant messages. And at worst, they'll get too many irrelevant messages and unsubscribe from their list.

What is relevance?

Regardless of the nature of your business, relevance is the key to email marketing success. When you're developing marketing campaigns, think about the things that motivated your subscribers to sign up as your first priority, then ask yourself some important questions:

  1. How does the message I'm creating relate to my subscribers?
  2. What value does the message deliver to my subscribers?
  3. Does the message help your subscribers solve a problem, or just try to sell them something?

If you find that the message you're creating doesn't offer real value to your subscribers, chances are the message will be seen as irrelevant. If you're trying to grow your subscriber list or just keep it at current levels, it's worth making sure every message is as relevant as possible.

Why is relevance so important?

As stated above, irrelevance is the number one reason why people choose to leave a mailing list that they have originally subscribed to. If you can't compromise your subscribers, you can't expect them to read your emails, let alone respond to them.

Performing marketing messages relevant to your subscriber base improves response rates, increases sales, gets your subscribers back for more, and most importantly maximizes your ROI.

Answering the key question What is there for me in this email? it's an essential part of email marketing, and you can't afford to ignore it.

Some practical tips for building relevant messages:

  1. Focus on fixing a problem for your subscribers: We know you have a product to sell, but keep your attention on how the product can solve subscriber solving problems.

  2. The message should be simple and easy to understand: Simplicity is essential, especially in a short format like the message of an email.

  3. Customize your messages:Do so based on what you know about your subscribers. The more they are known, the more relevant messages will be to them.

  4. Segment your lists as much as possible:A single message is not the same for everyone. Targeting your subscriber list based on their preferences (explicit information) and based on past behaviors (implicit information) makes it easier to tailor future marketing messages and keep your campaigns relevant.

Think like a customer. If you were a subscriber, what would you like to know, and what do you find interesting? Putting yourself in your customers' shoes can help you tailor your messages more effectively.

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Tags: Data Management