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A Crash Course in Email Marketing for Small and Medium-sized Businesses by John W. Hayes

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5. Keeping It Relevant

Delivering relevancy to your target audience is the most important aspect to a running successful email marketing campaign. The moment you go off-piste is the moment you start to see a decline in engagement. If people get into the habit of not opening your emails you will find it very difficult to win them back.

You should only send email marketing messages when you have something relevant to say and this should only go to the segment of your audience who are potentially interested in your message. The sawn-off shotgun approach to email marketing is inefficient and potentially dangerous.

Build Better Content

Building better content may sound like a task that is easier said than done, but there are numerous resources ...

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