Relevance is crucial in all forms of online and offline communications. And it has nothing to do with your company. It has everything to do with your customer, the content of your communications and individualization. The question you should always ask yourself is: ‘is this relevant for the people I try to reach?’.

Without a relevant story, there is no word of mouth or viral effect. Without relevant content that is targeted to the recipient of your e-mail newsletter people will unsubscribe and without relevant content on your website it is an empty box.

Although  many marketers by now know that relevance is key, data show that it often does not receive the attention it should.

Subscribers unsubscribe when your email content is no relevant (or valuable)

End of last year, a poll by CMO Council and InfoPrint Solutions Company found that of the 91 percent of consumers who opt out or unsubscribe to e-mails, 46 percent is driven to brand defection because the messages are simply not relevant.
 
According to the poll – and as you probably know - consumers are taking control of in-bound communication channels, unsubscribing to irrelevant e-mail, and defecting from brands that continue to deliver irrelevant content and random mass mailings.

The report found that, while 64 percent of consumers say promotional offers dominate both the e-mail and traditional mail they receive, only 41 percent view these as must-read communications.

The threat of customer churn and disconnection intensifies as 41 percent of consumers says they would consider ending a brand relationship due to irrelevant promotions, and an additional 22 percent says they would definitely defect from the brand.

Yet, while marketers continue to weigh the pros and cons of email versus printed postal mail, consumers are much more concerned about the level of individualization and understanding of their needs and relationship with the brand.