When it comes to email marketing of any kind — newsletters, promotional offers, lifecycle campaigns — relevance is always key. If you’re in a niche industry, you’re in luck: It may be pretty easy to meet subscribers’ expectations with a single version of your newsletter. But if your subscriber base is more diverse in their needs and expectations, more effort is required.
Some newsletters are effective and produce good results for the senders. Others go largely ignored. What makes the difference?