3 Steps To Becoming Relevant

Ever received a text or email on your smartphone at some ungodly hour telling you to go check out the latest sale/promotion for some product, or offering a coupon for a special discount?

Yeah, I figured most people have.


You might even be one of the marketers who’s sending those out.

Well, I hate to be the bearer of bad news… but that’s not a very good idea.

Your customers Nobody¬†needs to be receiving advertising messages while they’re sleeping.

That means you’re not personalizing your marketing messages, and that annoys and frustrates most consumers.


According to a survey of 1202 adults in the US:

  • 52% of respondents consider these types of images “intrusive” or “spammy”
  • 46% say they’re not relevant to their interests
  • 33% say they don’t offer any value

However, 41% indicated they would share more information with companies via mobile in exchange for relevant coupons or offers, among which the most common info they were willing to share was location and demographic data.

Basically, what you need to realize is that in this day and age, consumers want to see personalized, relevant content that is tailored and adapted to their needs and interests and uses their data in a responsible, transparent way.

It’s about delivering the right message to the right person at the right time.

Personalizing your emails can help:

  • improve clickthrough rates by 14% and conversion rates by 10%
  • keep people from unsubscribing (56% of people unsubscribe when they are sent content that is not relevant)
  • increase the view-to-submission rate for calls to action.
  • produce a 20% increase in sales opportunities

(You can read more about email personalization here.)

So how can your business successfully personalize its marketing messages?

Step 1: Segment your audience.


Most marketers would already have taken this step, really. Still, it’s always good to revisit your audience segments and make sure that they make the most sense for your business.

If you haven’t segmented your audience yet, now’s a good time to start. Split your audience into separate categories depending on the type of message that segment would be most interested in receiving.

Alternatively, you could segment your audience based on their industry, where they are in the sales funnel, location, or some other defining factor that makes sense.

Step 2: Create and deliver your message.

Now that you have the segments, you need to create unique message content for each, that is tailored specifically for the audience segment that it’s intended for.

Different segments might need different styles of copy, images, videos and even landing pages. The calls to action should also be personalized, as well as the email subject line.

Step 3: Measure results.

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Despite everything I’ve mentioned, personalization does not work for all businesses. Implementing a personalization and relevance strategy for your email and mobile marketing is only worthwhile if it actually works for you.

That’s why you need to know your numbers. You need to test and tweak and measure your results and see what works and doesn’t work for you.

You can measure personalization the same way your measure the user-friendliness of your content. You know, stuff like the bounce rate, conversion rates, click-through rates… all of these are important for you to know.

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