Making the Case for Relevance
A recent Forrester Research report on e-mail open rates does a great job of driving home a basic tenet of e-mail marketing: the importance of relevance.
When consumers were asked to identify things that influenced them to open an e-mail, “Your Interests” was cited by nearly 60 percent of respondents. “Your needs at the time” was second, with more than 50 percent of consumers calling it an influence. Both of these answers point directly to the relevance of the e-mail content.
