• home
• resources
• whitepapers
• email campaign relevancy

How to Make your Email Campaigns More Relevant

By Megan Ouellet, Director of Marketing for Listrak
February 22, 2007

In the past few years, preference-based email marketing has become an essential part of many companies’ overall direct marketing strategies. Marketers know that there is no easier way to reach their target audience as email marketing gives them the tools they need to reach all of their customers and members at once. Marketers can send out hundreds, thousands, or even tens of thousands of emails with the click of a button and deliver their messages to recipients in an effective, non-disruptive way.

While this is a good tool to have, if it is not used properly it may do more harm than good. Recipients won’t respond unless they are interested in the message. Or worse, they could opt-out of the list altogether or even report the message as spam if they are inundated with irrelevant messages.

Recent studies show that targeted messages that are relevant to customers may increase net profits averaging 18 times over more general broadcast communications. There are a number of things email marketers can do to make email campaigns more relevant to the recipients. This white paper discusses, in detail, the changes marketers can implement to increase the relevancy of their email campaigns to boost customer response, sales, and satisfaction.