Email marketing is one of the most effective marketing methods for selling to past and prospective customers. According to statistics, it has the highest ROI of any digital sales path. For every £1 spent on an email marketing campaign, you can expect to earn more than £39. However, many businesses don’t make this value and there is one reason for that: they’re missing one essential ingredient.

For email marketing success, you need to add relevance to your campaigns. This can be broken down into three parts. These are:

1. Send only to those who want the information

Segregation is key to relevance when it comes to email marketing. You can’t just send all your sales copy to every subscriber because some of your content won’t be of interest to them. And if it isn’t of interest to them, then they won’t read or click through to your website.

There are several ways you can determine what subjects customers want to read about. The first is to look at purchasing history, if they’ve only bought clothes for boys, then don’t send them content for the latest ladies fashion. The other is to get them to state what they’re interested in when they subscribe.

2. Only send information that is useful and helpful to the reader

There’s lots of content you can send to potential customers but not all of it is useful. Sometimes you’re writing content that is more for your own pride. So, consider what content you’re sending, and ask whether it is going to benefit the end reader. If not, don’t send it.

This might mean that you send less content out to each individual subscriber. But when you do send out content, it will be powerful.

3. Send content at a time that is suitable for the reader

There are two reasons why you want this to happen. Firstly, sending content at the wrong time of day can cause your email to be lost in the recipient’s inbox. If they don’t see it at the right time, the chances are higher that they’ll ignore it or just delete your email.

Secondly, you need to get them in the right frame of mind to buy. For instance, large consumer purchases are often made around payday and often in the evening on Sunday or Monday. So sending content in the middle of the working week, at noon, on the 15th of the month is going to be useless. People generally have less disposable income and aren’t looking to buy much at this time.

You can always test this one with split testing to see when people are reading and clicking through on your content.

If you can get these three aspects right and employ the correct email marketing services, you can be sure that your email marketing campaigns will be relevant and a success.