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R is for Relevant: Abullard's ABCs of Branding

AbuLLard says that R is for Relevant -- your marketing communications should be relevant not just to your own goals, but more importantly, to your customers wants and needs. Think about the following questions:

  • What's most important to communicate?
  • Who's most important as an audience for your communications?
  • Are you targeting your communications at that audience?

This is critical when it comes to e-Marketing. You have a chance of making your e-mail campaigns and web marketing a game you can't lose when you follow the School of Relevancy. And like grade school it has three R's to focus on: the Right message to the Right person at the Right time.

e-Mail Relevancy

A targeted e-mail campaign that is sent to a narrow distribution with a really focused message will have more impact than one that is broadcast widely. In the e-consultancy newsletter, Andrew Robinson says, "I can cite specific examples where email marketers have moved their click-through rate to between 50% and 60% through using targeted email and this is not just a one-off. These statistics are sustained on a weekly basis to a recipient list of thousands. There are also examples where the "cost per click" on an email campaign has been reduced from ~$23 to ~$3 through using targeted content over a period of 6 months." The investment in time and resources to set up a more targeted campaign may be higher but in the long run well worth the investment.

Another benefit of a targeted campaign is that it is more likely to get through the SPAM filters. Major consumer email providers such as Hotmail, AOL and Yahoo have changed their anti-spam methodology. They look at the number of e-mails in a particular broadcast.

According to Robinson, another important factor in good delivery to a consumer inbox is now the reputation of your IP address and domain. He says, " Your ability to deliver email to inboxes will be harmed (mail from you is blocked) if the "complaint load" on mail coming from your IP addresses exceeds a given percentage. Your complaint load is the number of people who hit the "junk" button defining your email as spam (normally expressed as a percentage). This trend, which puts the decision as to what is spam in the recipients' hands as a community, is forcing senders to move towards better permission-based marketing (e.g. double opt-in lists) and towards sending more Relevant, targeted content."

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Web Site Relevancy

The concept of Relevancy is particularly important on Web sites. Too often we get caught up in the details of what our products and services are. When putting together a web site, we need to ask ourselves first of all, who do we want to come to our web site (Right person), what is the Right message needed to reach them, and is it presented within the Right time, i.e. is it quickly available when browsing the site?

Web sites � both good and bad � are timeless; search engines make it so. What you say today is as valid as what you said yesterday and will say tomorrow. Web sites also are a collection of information about your company, often coming from different sources.

  • How often do the things you present about your business conflict?
  • Does your web site presentation give the feeling of a well-run business, clearly organized with clear objectives and leadership?
  • Does your web site sound like it�s been written by one author?

Web sites archive this information in a variety of formats � press releases, articles, event schedules, product information, corporate history, FAQs. Consider your business today � its objectives and how you do business? Is it the same as six months ago? A year ago? Two years ago?

How well does your website reflect this evolution? How well does it showcase where you are today?

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Topics on this Page
  • e-Mail Relevancy
  • Web Site Relevancy

  • Read AbuLLard's ABC's
    E is for Economical
    O is for Ownership
    P is for Perception
    S is for Systematic
    Y is for Yin Yang
    See a complete list of AbuLLard's ABCs of Branding

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