Relevance

In email marketing, this term refers to a single message or series of email marketing newsletters that target a specific interest group or demographic. Relevant emails are those that speak to the reason members signed up to receive regular communications. For email subscribers who requested regular newsletters, relevant messages are those that share events and happenings at the business, offer products that compliment or add to previous purchases, or give advice for a specific activity or lifestyle. For members who signed up for special deals and sales information, these are commercial messages that may detail new products, lowered prices or other purchasing opportunities.

While no one message will be relevant for all groups, this is an important factor to consider when sending marketing communications. Relevant messages are more likely to be opened, and will encourage engagement and increase sales. Messages that do not fit a user’s expectations are more likely to be ignored, relegated to the junk folder or cause the reader to unsubscribe from the list.

To maintain the highest levels of relevance across lists, email marketers should be very aware of their list members. Segmenting users based on location, time of subscription, and level of engagement allows marketers to target their subscribers with the messages that are expected, wanted, and most likely to drive commercial action.