Relevancy – think WIIFM?

Part two of my 4 part series focusing on the MailNinja ORTE model for sending super-awesome emails.

In this section, we are focusing on relevancy, meaning producing content specifically for your audiences so that you can be able to develop more on-brand and personalised expertise.

Relevancy tends to be forgotten by most people when they start planning their emails, and when it isn't, the focus tends to be on themselves. Is this relevant to the business, whereas they really need to be looking at the subscriber group they're sending to and asking WIIFM (WIIFM (What's in it for me?).

So let's break this down!

Relevance = results

There is no one-size-fits-all solution to email marketing. Relevant emails drive 18 times more value than “blast” emails. That’s because high-quality content leads to increased trust, which leads to more engagement, which leads to more conversions.

Human desires

A relevant email has to include at least one of these triggers. Every marketing email needs a unique and eye-catching subject line in order to grab the reader’s attention. Power words and emotional triggers will help you spark the readers' interest. Power words include “brand new”, “don’t miss” or “huge savings.” These all capture your attention and that’s exactly what you want to help keep your open rates high.

The main body of your email is where you want to build desire, this can be done by keeping your content straight to the point, with a clear and guided call to action (CTA). As long as your email flows from the subject line, through to the open, down the page of your main copy, and towards the CTA, you can then measure your click-through rate. This is the action you are trying to achieve- the click onto your website, store or blog, whatever it may be.

Personal preferences

Each subscriber is not just a quantity. They each have a reputation, likes, and dislikes. You also usually know their age and what they're looking for on your website (if they've ever regularly visited your website). Get personal, and make them feel as if they are more than just an email address on a list. Make the relationship feel meaningful, so they feel more important as an existing or future customer. To make your messages more personal, use merge tags to change the name for each recipient. You can also use merge tags to personalise emails based on interests, recent purchases, and your local stores.

Cultural differences

It's not just a matter of translating your email content to French or Spanish subscribers: your emails should include cultural awareness. Think of local dialect, trends and preferences, hobbies, slang, etc.

A good example of this is McDonald’s. Their menu caters to the masses, but nearly every mainstream country they operate in has a modified menu. McDonald’s therefore has to split up their email marketing on an international front — for Asian countries, the menu is vastly different to western countries like the UK and US.

Applying relevancy to your emails

Avoid batch and blast!

If your audience is diverse, you need your emails to apply to any demographic. This is where list segmentation becomes your best buddy, as it?allows you to customise content material to any reader.?

That's where e-commerce and email are good collectively since you can be accumulating layers of information from your audiences and customers through customer sign ups, email interactions, and purchasing experiences.

As well as creating target segments, try personalising your content to your audience. Use first names, create content that speaks directly to them and their desires.

The next time you create an email campaign, consider your audience on lots of different levels, and try to second position them and ask – WIIFM?

Next up – timing...

To skip the wait and learn more about email marketing strategy, you can download my free book Send Awesome Email here:?https://mailninja.co/book