Think Like a Recipient
Why Think Like a Recipient?
Irrelevant content No. 1 reason readers unsubscribe
You’ve got mail: In the battle for attention in the inbox, only the most relevant, valuable email newsletters and promotions will survive.
Make emails relevant & interesting
Steal these tricks from theSkimm
Just what I need: Readers can skim a digest of the day’s events — in 1,000 words or less — with theSkimm.
Customize and personalize email
Segment lists to customize email newsletters, campaigns
Just for you: Segment lists, then use meaningful pieces of data — your recipient’s dog’s name, maybe — to nanotarget readers.
More on relevant email marketing
What writers & others say
“The fight for inbox survival might … leave room for only the most useful, targeted newsletters, leaving less valued newsletters in the dust.” — Jakob Nielsen, usability expert