Relevancy Makes a Difference

By: > October 28th, 2010 > One comment

As a permission-based email marketing agency we follow the philosophy that Subscriber’s Rule:

  • Serve the individual.
  • Honor each individual’s unique preferences with regard to communication,
    content, frequency, and channel.
  • Deliver subscribers timely, relevant content that improves their lives.

In fact, Inbox Orange in partnership with our customer, Bluegrass Hospitality Group, received industry recognition last month for doing so with BHG Rewards.

Below are two examples of tracking data pulled from recent email newsletters; one within the B-to-B industry and one within B-to-C. The email campaign that offered relevant content based on profile data, purchase history or the relationship with the sender, tracked greater open and click-through results with substantially lower unsubscribes.



Becoming a one-to-one marketer takes time.  Simply asking your subscriber about their interest and frequency preference is a great start.  Being creative with contests or polls is another approach.  Utilizing features such as Smart Capture for Landing Pages or the survey tools incorporated within the email service provider we recommend, ExactTarget, offer a seamless approach to collecting data and storage.  Both the ExactTarget Core and Advanced accounts allow for 200 attributes (data fields) – that’s a minimum of 200 ways to segment your audience!

rel·e·van·cy = the relation of something
to the matter at hand.

Relevancy drives loyalty. Loyalty begins with trust.  Trust begins with creating an exceptional experience.  Maintaining trust involves listening to your audience.  Listening leads to growth and understanding.  Communicating with your audience through the preferred channel with the right message drives engagement and loyalty.

To explore how Inbox Orange can assist with data collection, segmentation, campaign development and analysis, please contact us at [email protected].