What are some ways to improve the relevancy of my email program?
Even though subscribers willingly sign up for way more than they can handle, we marketers are not doing our share to help. We continue to send messages that are untailored, badly timed and all about us. To boost the relevancy of your email program, try a combination of the following strategies: • Present a clear and compelling benefit statement for signing up. • Establish value from the first moment through a compelling and relevant welcome email and engagement email series. • Send more messages when the subscriber is in market, and less when they are not. • Segment the file in order to customize the message flow. • Respond to the subscriber’s profile, her behavior and her place in your company’s customer lifecycle. • Give some control back to subscribers through a preference center. • Adopt a cadence that allows storytelling through relevant content. • Vary the type of message (e.g., newsletter, promotion, behavioral trigger, etc.). • Surprise subscribers with a simple “thank you” eve
