They say that a year is a long time in politics, but this principle can also be applied to the field of contemporary marketing.
No single tactic embodies this rule better than email marketing, which at various points in recent history has been viewed as ineffective and outdated. Despite this, it is now accepted as one of the three most effective drivers of traffic in the digital age, and it is set to become even more influential in the years ahead.
Execution is key if you are to successfully leverage email marketing, however, with relevance arguably the most important element that distinguishes truly effective campaigns.
Why is Relevance So Important to Your Email Marketing Campaigns?
Relevance is something that applies to all content marketing channels, whether it relates the relationship between content and individual landing pages or the topical significance of the copy that you create. It just happens to be particularly important when sending emails to customers, with research suggesting that irrelevance remains the most common reason cited by customers when they unsubscribe from email lists.
The relevance of your email content (and the timing of its circulation) is also important as it relates directly to your relationship with consumers. More specifically, your emails must engage readers and resonate with them, while they should also recognise the reason that individuals subscribed to your brand in the first instance.
These are important lessons to heed, as they will influence the nature of your email content and the core subject matter that is included.
How Can You Make Sure That Your Emails Are Relevant?
If the importance of relevance is relatively easy to understand, building this into your email campaigns and individual pieces of content is more difficult to achieve. With this in mind, here are some tips to help you refine your content and hone its core messaging:
- Make Problem Solving Your Main Objective: Whether you want to drive sales or raise brand awareness through email marketing, it is important that you offer tangible and relevant value to readers. The best way to achieve this is by focusing on the issues shared by your subscribers, using individual emails to tackle each one in detail and present your product (or service) as a viable solution.
- Personalise Your Emails to Resonate With Customers: With a relevant theme or inspiration, the next step is to personalise messages based on the data that you have garnered from your subscribers. By using each recipients name and other personal details, you can craft content that is relevant to them and more likely to solicit a positive response. This is a relatively small step, but it is one that can deliver rewards over time.
- Tie Your Campaigns to Topically Relevant Events: Now we come to topical relevance, which connects your proposition and the needs of consumers to a popular, real-time events. This creates an engaging hook that can offer further incentive to read your emails, while it can also be used to create cross-promotions and innovative marketing offers which optimise conversions within a limited period.
As you can see, relevance will continue to play a seminal role in your email marketing campaigns, and in several different ways too. Understanding this will help you to create more compelling content that optimises the potential that exists within the medium.