Importance of Relevance in B2B eMail Campaigns

Interesting new study from CMO Council. A couple of the findings:

- People are inundated with mass emailings (no surprise)

- Nine in ten people surveyed have unsubscribed from an email newsletter in the past 12 months (no surprise)

- Number one reason cited for unsubscribing was "relevance" (no surprise)

- 22% of respondents said irrelevant promotions caused them not to buy from the company (Wow)

Many companies are harming their brand with poorly planned email campaigns. I often get asked about automation tools like Constant Contact and Vertical Response. My response? They are great products but more emphasis should be focused on what you say rather than how it is delivered