The Team thinks we need to sing this jingle one more time…not because you begged for more, but because we think “relevance” is extremely important, but the topic can be a bit abstract and therefore easily dismissed. So what is “relevant” content?
We think it means information
“pertaining to” or “applicable to” or (my favorite) “useful” to the
recipient. For example, using your email analytics and behavioral stats
to customize product offers, messages, template designs and
conversational style to appeal to certain audience segments. In other
words, the complete opposite of the “batch and blast” or “spray n’ pray”
type emails of the early days, right?
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