Want More Email Opens? You Need to Realize the Value of Relevance

Think of the last time you didn’t read your email for a day or so. When you did check, your inbox was probably filled with both opt-in messages as well as some junk email. Let’s focus on those emails you opted in to receive, the ones from brands you had explicitly given permission to send you content.

From the email marketer’s perspective, when trying to get more email opens, there are multiple things you need to consider.

The First & Second Things in Your Email Box Affects Email Opens:

When you look at your inbox, the first thing you see is who sent the email message and next is the email subject line. Based on those two pieces of information, you make a split-second judgment as to the perceived value of the content of the received email campaigns before you take any action like open or ignore.

Of course, you always open emails from your boss, your spouse, and your mom, but to the others, you apply the “value judgment” to decide whether or not to open them. Mentally you ask yourself, is the content of this email relevant to me at this time? You think for a second to recall the content they sent you last month, last week, or yesterday. If you remember that the content was irrelevant then, you decide it is probably irrelevant today, so you delete it.

Now switch roles and think about this from the perspective of the email marketer: Do you see the importance of relevance in every email to get more email opens and higher open rates?

Leveraging your event data coupled with your CRM data can help you to drive engagement by increasing that relevance for each and every subscriber.