Alert Solutions Blog

Email Marketing Campaigns and Relevance – 2 Important Lessons

Posted by Cassie Breen on Thu, Nov 07, 2013 @ 15:11 PM

Many businesses utilize email marketing campaigns to reach consumers, but there are a few struggles they encounter along the way.  So, what is one of the largest obstacles business face when delivering their email marketing campaigns?  The answer is relevance.

marketingstrategy resized 600Businesses need to be consumer-focused when sending their email marketing campaigns.  One generic email is not going to cut it anymore and will certainly not produce the results you desire.  What is relevant to one customer may not be relevant to the next.  This is why understanding your target audience along with consumers’ needs and desires is so important.

Here are two important lessons in delivering relevant email marketing campaigns according to a recent Marketing Sherpa article:

1.)    Turn lemons into lemonade.

If your business has multiple products or services, you likely have diversity within your customer base.   In order to create a relevant email marketing campaign for those customers, you need to understand what products or services are appealing to them.  In order to accomplish this, businesses should utilize customer data, triggers.  Using customer data to personalize your emails makes your campaign more relevant and leads to an increase in open and click-through rates.

2.)    Guide people from where they are to where you want them to be.

Content marketing is essential in providing value and education to customers.  However, you cannot just rely on having good content in your email marketing campaigns, you must also be sure it is relevant.  It is important to create a strategy to provide relevant content, because as your prospects grow, what was once relevant to them no longer is.  Providing repetitive information to potential customers will discourage them, whereas keeping your content relevant throughout the sales cycle will create greater audience engagement.

Ensure your email marketing campaigns are relevant to your recipients.

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, marketing relevance, email marketing

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