{"id":19293,"date":"2021-09-14T12:23:03","date_gmt":"2021-09-14T16:23:03","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=19293"},"modified":"2024-03-11T10:43:42","modified_gmt":"2024-03-11T14:43:42","slug":"why-write-relevant-email-messages","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/09\/why-write-relevant-email-messages\/","title":{"rendered":"Why write relevant email messages?"},"content":{"rendered":"<h2>Irrelevant content No. 1 reason readers unsubscribe<\/h2>\n<p>Talk about competition in the inbox: Today, <a href=\"https:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2017\/01\/Email-Statistics-Report-2017-2021-Executive-Summary.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">organizations and individuals send and receive 269 billion emails a day<\/a> (PDF), according to The Radicati Group. That number is expected to increase by an average of 4.4% a year to 319.6 billion by 2021.<\/p>\n<figure id=\"attachment_27504\" aria-describedby=\"caption-attachment-27504\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27504\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/why-write-relevant-email-messages\/relevant-email\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png\" data-orig-size=\"408,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"relevant-email\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;You\u2019ve got mail&lt;\/strong&gt; In the battle for attention in the inbox, only the most relevant, valuable email newsletters and promotions will survive. &lt;a href=&quot;https:\/\/www.shutterstock.com\/pl\/image-photo\/dartsboard-bullseye-business-wear-552299530&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Rawpixel.com&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email-300x221.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png\" alt=\"Relevant email\" titlet=\"Relevant email\" width=\"408\" height=\"300\" class=\"size-full wp-image-27504 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png 408w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email-300x221.png 300w\" data-sizes=\"(max-width: 408px) 100vw, 408px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 408px; --smush-placeholder-aspect-ratio: 408\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27504\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/why-write-relevant-email-messages\/relevant-email\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png\" data-orig-size=\"408,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"relevant-email\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;You\u2019ve got mail&lt;\/strong&gt; In the battle for attention in the inbox, only the most relevant, valuable email newsletters and promotions will survive. &lt;a href=&quot;https:\/\/www.shutterstock.com\/pl\/image-photo\/dartsboard-bullseye-business-wear-552299530&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Rawpixel.com&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email-300x221.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png\" alt=\"Relevant email\" titlet=\"Relevant email\" width=\"408\" height=\"300\" class=\"size-full wp-image-27504\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email.png 408w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/relevant-email-300x221.png 300w\" sizes=\"(max-width: 408px) 100vw, 408px\" \/><\/noscript><figcaption id=\"caption-attachment-27504\" class=\"wp-caption-text\"><strong>You\u2019ve got mail<\/strong> In the battle for attention in the inbox, only the most relevant, valuable email newsletters and promotions will survive. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/dartsboard-bullseye-business-wear-552299530\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by Rawpixel.com<\/em><\/a><\/figcaption><\/figure>\n<p>\u201cThe fight for inbox survival might therefore leave room for only the most useful, targeted newsletters, leaving less valued newsletters in the dust,\u201d <a href=\"https:\/\/www.nngroup.com\/articles\/targeted-email-newsletters\/\" target=\"_blank\" rel=\"noopener noreferrer\">writes &#8220;king of usability&#8221; Jakob Nielsen<\/a>.<\/p>\n<p>Nielsen&#8217;s right. Delivering targeted, relevant, useful information to subscribers and recipients helps you:<\/p>\n<h3>1. Retain subscribers.<\/h3>\n<p>The No. 1 reason people unsubscribe from e-zines is irrelevant content, according to #LyrisROI. Some 67% of those surveyed said they quit an emailed newsletter because there was nothing in it for them.<\/p>\n<p>In another study, by Chadwick Martin Bailey, irrelevant content was the No. 2 reason people unsubscribed. No. 1: too many emails (69).<\/p>\n<p>When users complain about the relevance of email, according to the Nielsen Norman Group&#8217;s research, half intended to unsubscribe; half plan to ignore or delete them.<\/p>\n<h3>2. Get read.<\/h3>\n<p>The No. 1 reason people like an e-zine is that it&#8217;s valuable and relevant to the reader&#8217;s own interests or buying or searching habits, according to the Neilsen Norman Group.<\/p>\n<p>In fact, &#8220;make it relevant to the reader&#8221; was the No. 2 piece of advice subscribers offered ezine creators in NNG&#8217;s usability tests. No. 1: Keep it short.<\/p>\n<h3>3. Avoid looking like a spammer.<\/h3>\n<p>Some subscribers considered e-zines to be spam if they had content that felt random and lacked relevance, according to NNG research. (Note: You&#8217;ll never know it if these people are among your subscribers. They don&#8217;t unsubscribe; they just ignore or delete your messages or put them in their spam filters.)<\/p>\n<h3>4. Keep up with the competition.<\/h3>\n<p>There are plenty of tools out there for segmenting and targeting your audience. Subscribers have learned to expect more relevant e-zines and email blasts. Are you meeting these contemporary standards?<\/p>\n<p>So what&#8217;s an emailer to do?<\/p>\n<h3>How to create useful e-zine and email blasts<\/h3>\n<p>So how can you create e-zines and email blasts that get read instead of deleted? Try these 5 approaches:<\/p>\n<ol>\n<li><strong>Know your audience.<\/strong> Then produce appropriate content.<\/li>\n<li><strong>Set expectations.<\/strong> One subscriber in an NNG study expected daily weather forecasts when he signed up for the BBC weather e-zine. Instead, he received a weekly newsletter with weather-related news stories. Solution: Accurately describe newsletter content and frequency and provide a link to a sample e-zine on your sign-up page.<\/li>\n<li><strong>Give readers what they want.<\/strong> Subscribers like getting information, according to NNG research, that helps them:\n<ul>\n<li>Do their jobs<\/li>\n<li>Feel inspired or escape briefly from work<\/li>\n<li>Learn about events, dates and deadlines<\/li>\n<li>Save money with coupons, sales and deals<\/li>\n<li>Stay on top of personal interests or hobbies (travel, food, recipes)<\/li>\n<li>Stay up-to-date on topics they have no time to research themselves<\/li>\n<\/ul>\n<\/li>\n<li><strong>Don&#8217;t give readers what they don&#8217;t want.<\/strong> The least valuable e-zines, according to NNG research:\n<ul>\n<li><strong>Feel sales-y<\/strong>, like advertising disguised as content, and contain too much hype, fluff or marketingese.<\/li>\n<li><strong>Are impersonal or irrelevant<\/strong>. You might consider it spam, too, if you received an email from Dell diagnosing the reason for your slow PC \u2014 and you didn&#8217;t have a PC.<\/li>\n<li><strong>Arrive uninvited<\/strong> in their mailboxes.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Write about the reader. <\/strong>Find the WIIFM in your story. Don&#8217;t expect subscribers to stick around for a series of ads and updates about how great you and your stuff are.<\/li>\n<\/ol>\n<h3>Bottom line<\/h3>\n<p>\u201cNewsletters that leverage these advantages have a stable future,\u201d Nielsen says. \u201cTo survive, newsletters need only give users specific benefits that help them with life or work issues in the here and now.\u201d<\/p>\n<p style=\"text-align: center; font-weight: bold;\">How do you make your e-zines and email blasts more relevant to readers?<\/p>\n<div id='MC-Email-Read' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-15\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you get your emails read?<\/h3>\r\n<p>American professionals receive an average of 121 emails a day \u2014 times each of their two or more inboxes. No wonder 276 emails languish unread in the average inbox at any time.<\/p>\r\n\r\n<p><a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"1\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"1\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%; \" class=\"img-max\"><\/noscript><\/a>In this environment, how can you write email newsletters, email marketing campaigns and other emails that get read?<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Find out at <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><strong>Get Opened, Read, Clicked<\/strong><\/a> \u2014 our email-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll learn to write email leads that get read (our fill-in-the-blanks formula will change your life), avoid the No. 1 reason people unsubscribe and pass a simple test for getting the word out via email on mobile.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Sources: Kim Flaherty, Amy Schade, and Jakob Nielsen; <em><a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6<sup style=\"vertical-align: text-top; line-height: 100%;\">th<\/sup> Edition<\/a><\/em>; Nielsen Norman Group, 2017<\/p>\n<p>Lyris, \u201cTurn Your Email Marketing Up a Notch: Five Ways to Improve Performance Now\u201d webinar, #LyrisROI, 2011<\/p>\n<p>Josh Mendelsohn and Jeff McKenna, \u201cSocial Sharing Research Report: How, Why, and What Content People Share Online\u201d (PDF), Chadwick Martin Bailey, September 2010<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Irrelevant content No. 1 reason readers unsubscribe<\/p>\n","protected":false},"author":6,"featured_media":27504,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[158],"tags":[436,159,253,437],"class_list":{"0":"post-19293","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-e-zine","9":"tag-email-2","10":"tag-newsletter","11":"tag-subcribers","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why write relevant email messages?<\/title>\n<meta name=\"description\" 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