Relevance is still relevant to successful email marketing
Customers are still buying as a result of email marketing, that’s for sure (and proven by a recent report conducted by Merkle). But their expectations are high, and companies using email marketing are falling short of those expectations due to lack of relevance.
Relevance: We keep hearing about it, but some of us still don’t get it. The eMarketer article about the survey quotes Lori Connolly, director of research at Merkle, as pointing out “There is a substantial gap between what marketers believe is relevant to the consumer, and what consumers rate as valuable.”
When 53% of consumers say they’re willing to get marketing in a transactional email ONLY if it’s relevant to their needs and interests, marketers have to listen…or risk pissing people off. And what do consumers do when they’re irritated by your email marketing? Some ignore, some delete, but some report you as spam, even when you’re not. Ouch.
Relevance is worth the effort.
