Relevance is vital in all types of online and offline interactions. And, it has slight to do with what you want to converse. It has everything to do with your potential customers, their requirements and the way the content you provide across several touch points is significant to respond to those requirements. Distributing highly relevant content is important to the accomplishment of your e-mail marketing campaign efforts. Appropriate emails are read and generate profits. Extraneous marketing emails end up in junk folders or go ahead to unsubscribe.
Relevance is contextual and delicate. It needs a cross-channel communication approach that goes with the expedition of the individual multi-channel customer at any specified time and with the help of any selected channel throughout his journey.
It is an easy idea with which many e-mail marketers seem to conflict. After all, it is trouble-free to send just one email with the same content to everybody in your database. But, how do you send that identical email and make it significant to everyone?
The solution is to use relevant content in your email. It is a big time saver and an intellectual way to reach your targeted audience. But, before you can make all this occurs, you should go through some steps in preparation:
1. Evaluate your database: Initiate by looking at the information you have for the recipients in your list and confirm they can be exactly differentiated according to their profiles. The superiority of your data is very essential here. Confirm that you fix any mistakes and rule out mistaken data linked with your contacts. If you are not sure with the quality of data you have, use pre-arranged field types such as drop-down directory, checkboxes and radio buttons to make sure that contact information is inserted properly.
2. Categorize segments: After being satisfied with the quality of your data, you can make a decision how you want to fragment it for your e-mail campaign.
All this depends on the kind of data you have, type of your business and the purpose of your email marketing campaign. Popular segments include statistics like age, gender, place and behavior such as buying history, website and earlier email activity.
3. Allocate relevant content to every segment: The next step is to settle on the content that every segment will see when they go through your email. Keep in mind that relevance is a key with your email campaign, so it is necessary to select content that particularly relates to the interests of every segment.
4. Append provisional content to the email design: Once you have recognized the content for each segment, the next step is to add it into your email. Most of the trustworthy email service provider offer attributes to help you with this step.
5. Assess each variant of your e-mail content: The final step is to assess how your email looks with all its variants of content. In place of sending yourself several versions of the email, you can check all the deviations of content with the help of the message preview tool to see the email before sending.
Thus, the next time if you are planning an email marketing campaign, think about how your data can be fragmented and the content aimed to offer a more relevant experience for each receiver.