Make it Relevant

Step 3
The most important part of getting email marketing right is to get the right information to the right people.
Ask yourself this question each time you plan a new campaign: "Would I be happy to receive this email".

Making your campaigns relevant is important for two reasons:

1. It will increase your response rate
2. It will increase the life-span of your email list by reducing your unsubscribers
   

Some things to consider when planning your campaigns:

• What’s in it for the customer (benefit, offer, information)
• Is this useful for every customer, or specific customers?
• What’s new?
• Has this approach worked in the past?
• How can I gather feedback about this campaign?