Making your email messages relevant is more important than ever as the number of channels by which information can be conveyed grows (i.e. Twitter, Facebook) on top of existing methods of reaching your audience (TV, radio, newspaper, etc.). Thus the need to hone in on your audience’s interests is critical.
Batch and Blast or Tune In?
Loren McDonald, VP of Industry Relations for Silverpop, recently warned that email frequency is out, behavior is in. (You can check out his entire presentation here.) He recommends using behavior-based communications to avoid low-relevancy messages, which lead to subscriber churn. What does that mean?
- Follow-up emails after someone has abandoned a shopping cart
- Messaging buyers who haven’t purchased in a fixed amount of time to remind them it may be time to re-order
- Ask for more than an email address: collect birthdays, geographical information or other information that will you better identify their needs
Don’t abuse the inbox!
Just this past week, an article appeared on BusinessWeek.com about “un-sexy” but successful enewsletters. Here’s the link to the entire article. This quote from DailyCandy founder Dany Levy was the key take away from the article for me: “It’s a privilege to be in someone’s e-mail box.” (And that is certainly how I feel about the I Send Your Email newsletter subscribers!)
Remembering it isn’t your right to that your message is in your recipient’s inbox is critical. With that in mind, thinking about what your audience wants to hear from you is a good first step towards developing a meaningful relationship with your audience through relevant messaging.
Comments are closed.