Relevance Is One of Your Email Marketing Best Practices
Although it was published a year ago, I only just came across this email marketing stat and it’s so relevant to our message, I have to share it with you!
According to an email marketing report published by Merkle last year at this time, subscribers who opt-out of permission-based email give to primary reasons for doing so:
- 75% said the emails lack relevance
- 73% said the emails are sent too frequently
These are two factors definitely within your control! And two things that should never be happening!
If you are following email marketing best practices, you are ensuring relevance right from the beginning of your relationship with your subscriber. How? By promising content they want, then delivering on that content. Simply put, you stay relevant by keeping your word.
And remember: How often you email is part of relevance. Your content must appeal to your audience, but if you send them that content too often, you will become unwelcome…and therefore irrelevant.
Think about it. Three-quarters of the people unsubscribing are doing so because they aren’t getting what they want, when they want it. That’s it. That’s easy to fix.
Be a little more relevant. Be a little more considerate. And be a little better off when it comes to your unsubscribes.
P.S. See the January issue of the ClickMail Marketer for advice on using preference centers to improve your relevance. And keep reading this email marketing blog. It’s a topic we address quite often, because it is key among email marketing best practices!
