Blog post: #3 Quick & Dirty Email Marketing Tip: how to be relevant

First, what being relevant really means? Second, how can one go about it to improve how relevant his message actually is?
Some, certainly not exhaustive, examples of what relevancy are: 
Timing. Catching your consumer at the right moment can be priceless. Timing can refer to a specific moment or during some act or even a broad time period like one month after your first purchase. There is always a best time to pitch something. Nailing it, can really make a difference in performance. 
Choose a topic that is close to your audience’s heart. Handle topics that you know your audience loves. It is a simple thought really but still important to have it mentioned and have it sink in. Say you are running an online bookshop, then an interview with a famous writer is a good way to get your audience interested. 
Copy-writing to stress on (or mimic) relevancy. Text matters. Words matter. Word arrangement matters. Period. So you could serve a relevant message to your audience and have performance ruined due to bad copy-writing. For example, a long vague subject title can appear the same as so many other newsletters in the inbox and end up in the trash as if by default. On the other hand, good copy-writing can save the day even if the message is not really relevant to the audience. For example, compare these two email titles: 
  • Weekly digest: if you participate in our program, you could enter a draw for a BMW
  • Dear [username], you have been shortlisted to the VIP draw for a BMW  
Which one would you expect to perform better? My money would be on Subject B for many reasons, the most important of which is that it mimics ‘relevancy’. How? By appearing to be an offer for select few rather than the full userbase. 
Some methods to help with achieve relevance – I feel this is actually a fuller list: 
Get to know your audience. Who are they, why are they using the particular product, what is the driving force behind it, what is the need they are trying to satisfy, why have they chosen your brand vs. competition, what they like about the brand, what they don’t like about it? Getting inside their head, ideally becoming  one of them, is the safest way to be able not only to best judge if a message is actually relevant or not to your audience, but also to be in a position to come up with relevant messages in the first place. No way around this one. Sorry. 
Segment your audience. This depends on the actual size of the audience but chances are that the audience is really a collection of different user types. But beware on how to define your user types. One way would be based on typical profile attributes such as age, sex, location, etc. A better way would be based on: 
  • how often users use your product, i.e. if they are high, medium or low users. For example, you can email/ call/ SMS your high users much more often and expect to get higher returns and lower optout vs. if you did the same thing to your low users.

  • why they are using your product. This is even true for the simplest of products. For example, consider Coca-Cola, as mass and as simple as products come. Still, Coca-Cola consumption patterns can vary greatly. For example consider two different consumption patterns: Coca-Cola with food vs. Coca-Cola as a mixer, e.g. Vodka with Coke. One can expect that a promotion “pizza +  coke = -20%” will perform differently between consumers of each of the two consumption patterns. 

Structure your customer interactions to manage their life-cycle. For example, when you subscribe to a website, you usually receive back a ‘welcome email’. This could be the first step of a time-line of interactions. What usually happens instead is that the next email you receive is the standard weekly newsletter sent out to the whole userbase, old and new users alike. There is much better way to go about this. Studying standard behavior user behavior patterns arise. A better marketing plan could study the common user paths and use email to encourage users towards that path. Also, there are usually time thresholds by which if the user does not reach a certain stage of the path, then that user most probably becomes inactive. Sending the emails before those threshold times could push users away from inactivity. It is easy to imagine that the improvement in user engagement can be dramatic.
Test, test, test. Even if you believe you are doing a good job, still there must always be room for improvement. So test. Effectively what you are testing for is relevance, the driving force behind any engagement. 
Lists are not exhaustive so be sure to mention additional points in the comments section.