The Crisis of Relevance in Email Marketing Answering: “What’s in it for Me?”

When it comes email marketing, always keep in mind the triumvirate of email marketing savvy: Anticipated, Personal and Relevant. Email campaigns should always try to be all three to recipients. While the first two are clearly important, it is the third, Relevance, that is the most difficult to deliver in a sustained campaign.

The Answer to the Big Question

Much of the email we receive from companies today fails to be relevant to recipients. The reason for this is because many marketers are stuck providing copy that encourages sales rather than providing valuable content that recipients might read. It doesn’t matter how great a product or offer is, if it shows up in an inbox and it isn’t relevant, it goes straight to the trash. Readers sit down and read content that is important and valuable to them. When putting a marketing campaign together you must get in your customers’ shoes and ask yourself: “What’s in it for me?”

Every campaign must offer immediate and obvious value to the reader. If you can provide an answer to the reader’s “what’s in it for me?” question in the first couple of seconds they see your email, there’s a chance they’ll give you a few more seconds of their attention.

Attention is gold in email marketing. Your potential clients have it. You want it. And you’re going to have to do some work to get it. But, if you do, you are rewarded with your clients’ trust and loyalty. If you fail, your subscriber base will start to shrink – the kiss of death in email marketing.

So how do you offer immediate and obvious value?

First, you need to know that people are interested in their safety, well being and other key needs. At Let America Know, we produce an editorial calendar centered around these concerns. Think, tips for shopping for safe toys, summertime child safety and distracted driving. Each month our writers focus on one issue and dig deep into the concept. The articles vary from month to month and address issues of civil justice, safety and consumer advisories.

If you can catch a reader’s attention, they may want to dive deeper into the topic. Accordingly our writers provide links to outside sources that give even more information on the month’s topic, and occasionally our very own You Should Know podcast. Additionally the newsletters always have a quick read “By the Numbers” section that provides immediate, eye catching and valuable content. At Let America Know, each issue is personalized for the participating member attorney, providing links to their web presence and any personal message they would like their readers to hear.

If you have any questions or ideas you’d like us to share we look forward to hearing from you. You can reach us at:

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