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.
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,
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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 its 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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