Monthly Archives: August 2012

The Importance of Being Relevant

A new ClickZ column penned by veteran email marketing industry analyst David Daniels puts the spotlight on the importance of relevancy in email, especially in an age of extreme media fragmentation and corresponding digital ADD.  

“Given the hurried pace of our lives and the plethora of distractions that compete for our attention, it shouldn’t be surprising that consumers are increasingly sensitive to email messages that waste their time.”

According to new research from his firm, the Relevancy Group, 66 percent of consumers stated that they have “unsubscribed from email that I had opted into because it wasn’t relevant.”

“So what is relevance anyway?,” David asks. “At my firm, we define relevance as “the intersection of content and context that is metered by frequency.” In action, that would be the right message at the right time in the right channel.”

The article goes on to offer a host of tips for improving email relevancy, including leveraging context triggers such as location and email client/device to insert relevant content, and notes that firms such as “Movable Ink offer innovative solutions to improve content targeting that easily work with any email marketing solution.”

http://www.clickz.com/clickz/column/2198202/consumer-email-behavior-the-impact-of-relevance-and-frequency