If you're nor relevant... you're irrelevant

Last week a question sent into The Times caught my eye: “Why has our email marketing campaign suddenly bombed?” The expert solution was to ensure campaigns comply with the new measures to tighten security and prevent spam by Gmail and Yahoo, introduced in February. Sensible advice, but the critical point it seemed to me was left unsaid.

Relevance is the real key to success. Yes, your brand building content needs to engage and be informative, and so should spark some inbounds. But to comply with the new measures – and indeed GDPR – you should “only send emails users want.” Fine in theory, but how can this be achieved in practice to a cold audience?

The simple answer is that it is not possible to mass-mail potential buyers with something that’s engaging and relevant to all of them. The maximum new business effect will always be from the individually targeted one-to-one outreach you undertake. Only via separately authored email outreach with forensic research of the specific needs of that target alone, will you achieve relevancy.

Plus of course, you’ve got to be in it to win it. If you don’t communicate tailored relevance - several degrees further than your brand building communications - then no matter how strong your offer, your business remains gloriously irrelevant to the budget holder.

Rainmaker’s research-based approach is the solution. We uncover highly qualified live opportunities and connect you with them. Working as an extension of your team, we deliver perfectly crafted one-on-one outreach that generates impact and results. Plus, we offer both strategic and short-term test campaigns that will quickly strengthen your revenue pipeline.

Ready to prioritise relevancy and the new business results it brings? Connect with Gareth Dixon to discuss how Rainmaker can help.