The content relevance must in email marketing and beyond


Relevance is crucial in all forms of online and offline communications. And it has little to do with what you want to communicate. Relevance has everything to do with your (prospective) customers, their needs and the way the content you offer across multiple touch points is relevant to respond to those needs.

Relevance is contextual and personal. It requires a cross-channel interaction approach that matches the quest of the individual multi-channel consumer at any given time and via any chosen channel during his journey.

The question you should always ask yourself is: "is this relevant for the people I try to reach?". Or even better: "is this relevant for what the people that interact with me want to achieve?".

Inevitably, this requires a personalized, segmented, connected and increasingly individual approach.

Without relevant and contextual content, there is no word of mouth. Without relevant content that is targeted to the recipient of your email newsletter, people will unsubscribe and without relevant content on your website, it is an empty box.

Although  many marketers by now know that relevance is key, data show that it often does not receive the attention it should.

Subscribers unsubscribe when your email content is no relevant (or valuable)

Research keeps indicating that the content of your interactions is an important driver of conversion. A poll by CMO Council and InfoPrint Solutions Company found that of the 91 percent of consumers who opt out or unsubscribe to emails, 46 percent is driven to brand defection because the messages are simply not relevant. This is in rather outbound-directed communications. Imagine how it is in inbound and cross-channel communications whereby content plays a role in different stages.

Consumers are taking control of communication channels and defecting from brands that continue to deliver irrelevant content.

The threat of customer churn and disconnection intensifies as 41 percent of consumers in the mentioned poll said they would consider ending a brand relationship due to irrelevant promotions, and an additional 22 percent says they would definitely defect from the brand.

Consumers are much more concerned about the level of individualization and understanding of their needs and relationship with the brand. Regardless of the channels, you use and the touch points you have with your customers: keep it relevant. An ongoing effort to better understand and integrate the behavioral, transactional and personal data regarding the profiles and needs of your customers are the way to achieve it.

And it always starts with involving them, listening to them and analyzing their offline and online footprints with an integrated and cross-channel analytics approach.

Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  


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