Contents relevance to your Data segments

This is the second part of my Data, Data, Data blog series. This blog post covers Contents relevance to your Data.

Email Relevance

When crafting your email, it's essential to clearly define your message and its purpose. What key information are you trying to convey? Why is it important for your database to be aware of this? Consider the business objectives tied to the email's content and how they align with the specific database segment you're targeting. It's crucial to focus on sending the email to a relevant segment, not the entire database, ensuring the content resonates with the right audience.

How to Find the Right Content Balance in Your Emails

• Brand Awareness Emails

  Brand awareness should be a consistent thread running through every email you send. This is particularly key in re-engagement campaigns aimed at inactive subscribers, it’s crucial to remind them of your brand and what it offers. This helps keep your brand top of mind and reinforces its value.

• News Emails (Newsletters)

  Share both company and industry news that’s relevant to your audience. Newsletters are typically broader in content, so consider using dynamic content (e.g., personalised sections based on audience segments) to ensure the information is tailored and resonates with each recipient.

• Promotional Emails

  Avoid jumping on generic holiday promotions that don’t align with your brand or industry—this can come across as tone-deaf and may annoy your audience. Focus on delivering promotions that feel relevant and provide value to your subscribers.

• Event and Webinar Emails

  For event or webinar promotions, take time to consider your audience segment. Think about factors like their timezone, previous attendance, and past interactions with your brand. I would also encourage utilising any newsletters going out in the lead up to your Event/Webinar to include a promotion in those rather than send too many ‘we have a webinar coming up’ stand alone email invites.

• Education Content Emails

  When launching new educational content, ensure you’ve built enough brand awareness so your audience is receptive to your news. When the foundation is laid, your audience will be more interested and engaged with the content.

Why your data matters to the email content

• Brand Awareness Emails
  Re-engagement campaigns

  Re-engagement campaigns target inactive customers and aim to rekindle their interest. By leveraging Salesforce/Pardot data, you can personalise email content to better resonate with inactive customers. These emails remind customers of your brand and its value, ensuring your business remains at the top of their minds. Alongside refreshing brand awareness, it’s also an idea to utilise Salesforce/Pardot data to highlight past interactions when re-establishing your relationship with inactive customers.

• News Emails (Newsletters)

  Different audience segments will find different content relevant in your newsletters. While newsletters often feature broad content, engagement increases when the material is tailored to specific segments. With email marketing platforms like Pardot, you can personalise email sections using dynamic content to make the section personalised to a data characteristic. 

  For example:

  You might feature a promotion for an upcoming in-person event, but show the invite only to subscribers located within the relevant city based on location data.

• Promotional Emails

  When sending promotional emails, focus on delivering offers that are relevant and valuable to your audience. Use data to understand what type of promotions are most likely to interest specific segments of your subscriber base, ensuring higher engagement and conversion rates.

• Event and Webinar Emails

  The right data is key for promoting both events and webinars.

  For events, geography plays a significant role. People are more likely to attend events close to their location, so segmenting based on proximity can improve both email engagement and event attendance. Those further away from the event venue would be better suited to being sent an email acknowledging the event’s relevance to them but with a different call-to-action.

  For webinars, while location is not a factor, time zones are. Make sure to consider the time zones of your audience when scheduling emails and event times. Personalising the invitation based on the recipient’s location and previous interactions will make the email feel more relevant. A key to getting webinar sign-ups regardless of someone’s time zone is by promoting the on-demand recording of the webinar for those who have registered.

Coming next…Email measurement and your Data