Alert Solutions Blog

Creating Relevant Email Marketing Content – 4 Tips for Success

Posted by Philip Young on Thu, Sep 24, 2015 @ 11:09 AM

According to MarketingSherpa, using relevant email marketing content is one of the most important, but underutilized, elements of a successfull email marketing campaign.

It becomes clear, then, why consumers cringe at email marketing campaigns that promote a product or service that’s of no interest to them.  As an email marketer, you may even share the same frustrations with your own personal email inbox.

A good step to improved email marketing performance is definitely more relevant email marketing content.

At this year’s annual MarketingSherpa Email Summit, experts shared their tips on increasing relevance in their email content.  Check it out:

Relevantcontent

Tip #1: Set realistic goals.
Tip #2: Take the time to develop good email marketing content.
Tip #3: Segment your recipients.
Tip #4: Use data to its fullest advantage.
 
Things to keep in mind:
 
At first, you may not be able to achieve 100% relevance for all of your subscribers.  Don’t give up!  This is why goal setting is so important.  Consider the effect you want increased email marketing relevance to have: better open rates, better click-through rates, more conversions, or all of the above?  Start with a goal that can be achieved and ramp-up from there.
 
Also, remember that email marketing relevance is nothing without list segmentation. Segmenting your subscribers by their demographics, interests or past behavior will yield much better email marketing campaign results.  How else can I go about list segmentation?  Good question.  Check out this blog post for some answers.
 
With email marketing being the most-preferred communication method by consumers (over 70% of respondents said so), it’s easy to see why relevant email marketing content is so crucial to organizations.
 
In addition to the great resources at MarketingSherpa, check out Alert Solutions’ Target Marketing Guide for even more email marketing relevance tips and tricks.

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Topics: personalization, list segmentation, audience targeting, marketing relevance, email marketing, email marketing best practices

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