Subscribers are raising the bar on relevance. They’re tired of being treated the same as everyone else and they’re tuning out “one size fits all” messaging. They want brands to prove they’re paying attention by delivering the right content at the right time. In short, they expect smarter emails.
Marketers have all the tools available to them to live up to these expectations. But taking an intellectually challenged email and transforming it into a genius message with heroic timing is a daunting task. The answer is to evolve your emails in several manageable steps rather than attempting to leap tall buildings in a single bound.