Relevancy is paramount to email marketing campaigns. Without it, customers are much more likely to unsubscribe or make a complaint as the messages they receive are not relevant to them.
Marketing companies often make the mistake of assuming that because consumers were once interested, they will always be interested. The habit of changing preferences is a common one and can result in complaints if they are not monitored.
Monitoring what emails consumers do click through on can enable you to build an understanding of what their preferences are and therefore send them only email campaigns relevant to them. Information collected at the data gathering stage can also help to establish what consumer preferences are, if information beyond name and email address is available.
Every interaction with your marketing company should be as relevant as you can make it. If it is possible to get further information on your data, this can help make email campaigns relevant for each customer.
When consumers give you personal data, they expect that any marketing material they receive subsequently will be better targeted, so they only receive messages that are of interest to them. Both sending email campaigns that are not targeted and sending to consumers that have subscribed previously, assuming they still want to receive material, can have a negative effect on ROI.
ISPs have now started to consider campaign engagement with consumers as a measure for sender reputation. So, the less engagement is had, the more likely it is that your reputation will decrease.
