How relevant are your emails?

Relevant emails can drive up to 18 times more revenue than broadcast emails by providing subscribers with content that will be of interest to them.

We all know the importance of providing subscribers with content they are actually interested in receiving, but just how relevant are your emails? Here’s a quick checklist to make sure that your email content is up to scratch.

What’s your fatigue rate?

The biggest turn off for consumers is a lack of relevance in the emails. They might not call it relevance, but they will say ‘there is nothing in these emails for me’ which, of course, is a lack of relevance.

Your new subscribers are a really good source for understanding relevancy, as you can see any drop-off. Try running a Lifecycle report which shows how opens drop over time across each email a customer receives. If you have a large drop – say 15-20% points over those first few emails, alarm bells should be ringing that you’re not being relevant enough. Marketers with a well thought out email programme with tailored content still see a drop, but this is a gradual decline over time.

Reflect on what it looks like in one month

Sometimes we get all caught up in what we are doing and end up being too close to the emails – we can’t see the wood from the trees. Try taking a step back and compile a list of all the emails you sent in a month with a short description of each one. Then think about how as a customer you would see these emails in terms of value and relevance. The chances are you have sent them a lot of things you wanted to say to them, but not so much what they wanted to hear about.

How do different segments compare?

Sometimes you may build content for emails based upon our average customer – whether that be in the imagery we choose or the product content so there is at least something for everyone. The problem with this is that your average customer doesn’t actually exist.

Breaking down emails metrics by key segments and you can see which parts of your database are under performing, and therefore in need of improving relevance.

Are you personalising?

And then there is the simple question – what effort are you putting into personalising the email? While personalisation does not mean relevance, it’s fair to say you can’t be relevant without personalisation. Start your journey to relevance with a full personalisation strategy.


How to engage with un-openers

One of the challenges for email marketers is working out how to reactivate all of those customers who don’t open your emails.

For many, it may be the case that over half of your database hasn’t opened any emails from you in the last 6 months. So how do you go about re-engaging with these non-openers? Here are some useful pointers…

Stop sending

One simple tactic is to stop sending for a while to these customers. Put a brake on the emails for 6 weeks, and then when one does pop into the inbox the novelty and fresh factor of receiving your emails increases the chance of them opening it.

Change the from name

Freshness can also be achieved by tweaking the from name. Ideally use a first name within the from name. After all people look to see who the email is from first, then what the email is about, and coming from someone new hints at the content being different to before.

Do something special

We could translate this into a big offer! For many, an exclusive offer will generate interest, for other brands where discounting isn’t appropriate, you will have to be more creative. But whatever it is you decide to do, it needs to look completely different to all other emails you send.


What do you know about the customer? Maybe you know where they booked a holiday with you last or what they recently purchased or browsed on your site. Using this information in the subject line cuts through the rest of the generic promo emails in their inbox and is the best way of getting that all important open.

Try outside of email

Facebook and Google both provide means for targeting ads by email address. So if they don’t respond by email maybe try finding them elsewhere? It’s not a cheap option, and it won’t provide a huge return but where you have a big ticket value sale the numbers make sense.

To find out how we can help you with your email marketing strategy and performance, get in touch with one of our email experts today.


Personalise your email marketing with dynamic content

Most eCommerce operations have dynamic content systems in place, does anyone actually know what to do with them?

Dynamic content is an intelligent way to automate email content and add value to your messages. It’s also a route to drive increases in customer satisfaction and engagement.

Imagine you are a partly engaged customer of an online clothing retailer. Not very difficult to imagine, as most of us already are. You make purchases from this clothing retailer; tops, or trousers, or shorts, or jeggings or flip-flops. For some reason, week on week, without fail, they send you their latest offers on hats. Why? Because they want to sell more hats and you’re on their mailing list.

Imagine if this same online retailer set up a template email which included dynamic content targeted specifically to you. The greeting is universal, the seasonal offer banner in the middle is unchanged but the top right corner shows an image and link to the last product you viewed. How much more valued would you feel when you opened that email?

“I was just looking at that!”
“It’s like they know me…”
“I’d forgotten about that. I really wanted one of those.”

Chances are you would be more likely to look at the email for longer, possibly click on the link to the product you were interested in and look more favourably on future emails.

Even in its simplest form dynamic content can be a great engagement booster.

So, how much are you actually doing with your dynamic content?

Talk with us if you want to do more, drop us a note and we’ll help you out.