Relevant Content

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Making Content Relevant

A subscriber opens an email expecting something of value to them.   This could be in the form of a discount, product information, updates, or some other need.   How well you deliver on your subscriber’s expectations plays a large role in whether keep them as a subscriber and also how loyal they remain to your brand.   When you fail to deliver your subscribers unsubscribe and consequentially your brand suffers.  Still worse, it makes you look disingenuous and they may not only unsubscribe but also report you as spam which could get you in trouble with your ISP.

Email marketing is effective when subscribers receive targeted mailings from companies they care about.   They subscribe because they are hoping to receive content that reflects things that they are interested in.   As long as you keep sending content that they find interesting you’ll keep them as subscribers.   Knowing who your subscribers are and when to send them mailings is necessary in order to send them content that is relevant.   Relative content also increases brand loyalty.   Email Marketing is all about building relationships with customers.   The way you do that is by giving them what they are looking for. 

Consider Your Subscriber’s Needs

The more you know about subscribers the more relevant you can make your content. Most people have a list of subscribers that contains a first name, a last name, and an email address.   It’s easy enough to add a personalization tag that gives you a subscriber’s first name if you are using email marketing software.   Most people know that you should do this. A relevant email is based on a subscriber’s needs.    This need could be something that is based on value such as a discount or it can be advice.  If they’ve shown interest in a product of yours in the past then you can influence their purchasing behavior by showing them the product that they looked at in the past.  JupiterResearch found that showing subscribers a product they considered in leads led to immediate purchases in about 60 percent of respondents and deferred purchases in about 58 percent.  

What you do with the information you collect about subscribers is more important when creating relevant content then it is when using it.    This same study found that adding personalization tags in the subject lines, for instance the state a subscriber is from, led to only 9 percent of immediate purchases and 8 percent of deferred purchases.   Personalization tags are useful when creating relevant content but simply adding them does not necessarily make content more relevant to the subscriber.

Target Relevant Content to Fewer Subscribers

Your content is not going to be relevant to everyone.   It’s better to send out mailings to smaller targeted mailing lists than large groups of subscribers.    The more you know about where your subscribers are from, their likes and dislikes, and their past behavior, the easier it will be to segment your list and send out targeted mailings that contain relevant content.   Segmenting your subscribers based on their needs increases their loyalty to your brand and keeps them interested in your newsletter.

You’re not likely to get someone to buy a pair of sunglasses in Buffalo during the winter so why would you send them an ad about sunglasses?    You’re more likely to annoy the subscriber and when you do that you’re likely to lose that subscriber.