Think “Relevance” Before You Send Email

To learn more about improving relevance before you send email, click here.

The next time you send email marketing materials to customers or prospects, remember that you’ll take a giant step toward improving results if you focus first on relevancy. While it takes little effort to send email out, it takes strong strategic initiatives to make each email campaign productive and meaningful. When you combine testing, targeting and preference gathering, you’ll send email campaigns that are meaningful to customers and prospects. That’s relevance, and it pays off handsomely.

Relevancy should tie into every aspect of your planning. Irrelevant and misguided messages can damage your brand image, and you can exacerbate the damage if you send email too frequently.

Relevancy is considered positive when you send email messages with content that is highly applicable to the recipient.  It is neutral when the content is aimed at a very wide group, which just happens to include the recipient. Relevancy becomes negative and begins to undermine your brand when the message content has absolutely no applicability to the recipient.

Even though the value of messages differs for each recipient to whom you send, the overall value of your campaign is determined by how much your recipients as a group can benefit from your content. If the content is poorly targeted, the value to the entire audience is lower because only a few recipients benefit. It is only with relevant content that is properly targeted and timed that your campaigns will truly enhance your brand value.