Building relevancy via email

Out of every marketing channel out there, email generates one of the highest returns on investment. It’s a super-low-cost way to send relevant and personalized messages to your customers.

But, there’s so much room for improvement. Only 5% of consumers say that all marketing emails they receive are relevant. That does not bode well for building a loyal following.

So, what’s the key to building relevancy? Automated emails. When businesses send emails that are triggered based off customer insights and behavior, they see a 165% higher click-through rate than when they send standard emails. (Epsilon)

This tells us that customers will take action when messages are targeted to them. It’s up to business owners to effectively connect with them.

Pro tips to send more relevant emails
  • Write captivating subject lines. This is your chance to catch people’s attention, so make it good. Studies show that subject lines that include the recipient’s name tend to receive more opens. Subject lines that evoke a sense of urgency also perform well (for example: Hurry! Only 2 days left to grab 25% off knitted sweaters.) Think hard about what would make your audience want to open your emails.

  • Integrate your brand colors and delightful graphics. Part of building a loyal following is building your brand into something that’s instantly recognizable. Make sure to include your brand colors and your beautiful product images in every email you send.

  • Include clear calls-to-action. How can your followers take action if they don’t know what you want them to do? Every email should have a clear call-to-action that directs them back to your page. Whether it’s “Shop sale items now!” or “Browse these products!” – provide your followers with some direction on what to do next.


Andrew has browsed sweaters in your online shop in the past. He’s even gone as far as to put them in his cart, but he abandons the purchase each time. Meanwhile, he continues to purchase t-shirts from your brand. Your marketing automation tool catches on to the fact that Andrew might really want a sweater but is on the price-sensitive side. During your next sale, you automate an email to Andrew with the subject line, “Hurry! Only 2 days left to grab 25% off knitted sweaters.” He opens the email, sees the coupon code and immediately jumps at the chance to get his sweater.