Relevance is Irrelevant

Posted by Spike Opinions and commentary

Everywhere you turn in the digital space, the word “relevant” seems to appear. Relevant ads. Relevant communications. Relevant this and relevant that. God forbid that you’re irrelevant – a ticket that some people (mostly vendors who sell “relevance solutions”) will lead you directly to Dante’s 6th circle. In email, dogma has formed that makes you try to believe that you must – at all times – only deliver product content to your consumers that is totally and absolutely relevant to them at that particular moment.

I call bullshit. Because – in email- relevance is irrelevant, once the consumer chooses you. (Cue the wailing and gnashing of teeth music.)

Why do I know this? Statistics.

Read on at onlyinfluencers.com