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Hilton "I like working with Alchemy Worx because they always want what's best for our subscribers" Kirsty Montgomery -
Senior International Email & Affiliate Marketing Manager
Talking Email
Forget relevance - it's about value!

Heresy I hear you cry!

Before you burn me at the stake let's take a look at the definitions* of those two words

1: a fair return or equivalent in goods, services, or money for something exchanged
2: the monetary worth of something
3: relative worth, utility, or importance <a good value at the price>

1a: having significant and demonstrable bearing on the matter at hand
b: affording evidence tending to prove or disprove the matter at issue or under discussion <relevant testimony>

I hold the view that it is not unreasonable for a subscriber to expect something in return for giving you permission to send them email i.e. some kind of Quid Pro Quo. Subscribers expect - and should get value!

Relevance is the cart and not the horse. Without value (significant and demonstrable) you may be on topic, but you cannot be relevant. So do your email campaigns give value (a fair return or equivalent in goods, services, or money) or are they merely on topic?

Instead of asking yourself: "How can I be more relevant?" Ask how you can add more value to your email communications. You will then, by default become more relevant, and more importantly, you will be providing your subscribers with a reason to stay subscribed and interacting with your email program.

* Merriam-Webster Online Dictionary

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