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The Race to Retail Relevancy
Its not what you sell, its how you sell it.
Whether you realize it or not, you are in a competition to win the attention of consumers. You’re competing against every single communication an individual on your list receives. Why should your email win over the latest baby pictures from their sister, or over the interest-free balance transfer offer from their credit card company?
The only way to win this competition is to proactively take part in the race to retail relevancy. Change your mindset, strategy and your actions so that your customers find you and buy from you when they need you.
You can have the best product in the world, but if your communications aren’t reaching your customers then your business won’t survive.
Customers are attracted to the communications that are most relevant to them, and their expectations of what a communication needs to be to be relevant just keeps on increasing. To keep pace you need to use all the resources you have to increase your ability to deliver the relevancy the customer expects.
They are judging your ability to deliver relevant content against everyone else who is in their inbox; you don’t get to choose your competition because the customer has done it for you. The most relevant will be email communications from the person’s friends and family – setting the bar incredibly high. Which means all commercial communicators are in a race against each other to be the next most relevant item in the inbox.
Whoever can achieve the highest level of relevancy will get the highest open rate, the highest click rate, and the greatest sales growth.
Competition is growing. Your direct competitors keep growing in number, and the customer is comparing your communications to everything they see and hear. The windows of opportunity to be seen as relevant are small – directly after a basket is abandoned, or when they’ve signed up to an email list.