Cultivating Email Marketing Relevancy

By Billy McNair in Digital Marketing on April 4th, 2013

Clients engaged in email marketing tend to primarily focus their revenue growth strategy on solely trying to grow their subscriber base. Most efforts and resources become devoted to attracting/gaining those additional email addresses, with the train of thought being: more emails = more open rates which = higher click rates and increased sales. While the acquisition of additional customer email addresses should be a goal of every company, it should not be the primary goal when looking to maximize the true value of an email marketing program. Much of the email marketing content generated today is the same one size fits all content. The content created gets sent to the entire subscriber base. We have all gotten the same generic 25% off sale notification. We all know there will be a Mother’s day sale every May and a Father’s Day sale every June. Did you know several research companies report that between 70 to 80% of online subscribers delete emails without even reading the email? 70 to 80%! How then can you best design an email marketing program that delivers the financially measureable results executive teams are pressing for year after year when most subscribers delete their emails without reading them? Start by creating relevant subscriber emails that resonate with the subscriber based on their location, interest, attributes, and past and recent behavior. Then, those generic 25% off mass blast emails become individualized 25% off loyalty offers featuring subscribers’ recent product searches within the content and subject line. By creating email marketing strategies focused on subscriber relevancy, you can tap into that 70 to 80% of existing unengaged subscribers and reengage their interest. But, how do you do increase relevancy? Start by taking a hard look at your current email marketing strategies. Relevance is defined by six factors: segmentation, lifecycle management, triggers, personalization, interactivity and testing. Score and weigh these factors to determine your email marketing program’s weighted score. By placing a different value (weight) on each of the factors based on the importance of that factor in determining relevance, it produces a chart like this: In this example, a higher weight is placed on segmentation based on its importance in determining relevancy. Each factor of relevance is scored on a basis from 0 to 3 – with three being the highest possible score. Ultimately, you are looking for a total relevance score of 3.0 for your email marketing campaign. Based on the above hypothetical score of .80, there’s some room for improvement. By adjusting goals and setting milestones that need to be accomplished to reach those goals, it leads to a chart that looks more like this: Email marketing should always be evolving and adapting based on subscriber’s recent and historical interactions. Creating relevant emails encourages and promotes these interactions between subscribers and your organization. Keep an open mind, be willing to adapt, and make changes as your audience behavior changes and your email marketing program will continue to generate the revenue needed to reach those goals that are set each year. By laying the foundation and planting the seeds, you can cultivate long-term success. Interested in speaking with us about expanding your email marketing capabilities? Contact us today!