Make emails relevant to readers

Personalize, deliver real value in email blasts

Make emails relevant to readers

Give subscribers what they want Irrelevant content is the No. 1 reason readers unsubscribe, says Lyris.Image from iStock

 Customize e-zines, don't just personalize them

Customize e-zines, don’t just personalize them

Segment lists to nanotarget newsletters, eblasts

Bespoke content: Segment lists, then use meaningful pieces of data — your recipient’s dog’s name, maybe — to nanotarget readers.


 Make e-zine content unique

Make e-zine content unique

Subscribers want information they can’t get anywhere else

UBU: Deliver can’t-get-this-anywhere-else content — or a unique spin on the same old stuff. Otherwise, why would people subscribe to your e-zine?


Format emails for personalization

Format emails for personalization

Plain text messages feel more personal, less automated

Formatting matters: Want to give your email a one-to-one, me-to-you feel? Use plain text.


 Quotes on relevant email

Quotes on relevant email

What writers and others say

“When you start with what’s at stake for the buyer, you earn the right to their attention.” — Jake Sorofman, CMO, Pendo.io


Free writing tips
  • Get tips, tricks & trends for Catching Your Readers
  • Learn to write better, easier & faster
  • Discover proven-in-the-lab writing techniques