Relevance Wins Over Personalization

“Happy hunting” is how we greet each other, to make connections and convert them to customers. Simply reaching out to prospects and customers is not enough, though. To stand out, you need to stay relevant. Understanding the value of maintaining meaningful communication that keeps you top of mind for your clients and prospects is important. One of the most effective tools in staying relevant is through thoughtful and well-crafted emails. It’s not just about sending a personal message; it’s about ensuring that what you send matters to the recipient. Keeping your communication relevant is key to building strong relationships. This approach can be more effective than personal emails that lack value. 

While personalization is important, relevance is what really keeps people engaged. Here’s a question for readers: have you often received a personalized email that didn’t address your actual needs or interests? Probably too often.  

A personalized email is great, but if the content doesn’t speak to the recipient’s concerns or challenges, it’s not likely to make a lasting impression. We at eMazzanti believe that staying relevant means understanding what your customers care about, and addressing those issues in your communication. Whether it’s a new IT solution, a security update, or insights into the latest Microsoft technology, our emails are designed to deliver value. This approach not only builds trust, but also keeps us top of mind when our customers are ready to make decisions about their IT needs. 

Relevance shows that you understand your customer’s challenges and speak the same language — aligning with what interests them and what they deal with on a daily basis. By keeping your communication focused on what matters to them, you demonstrate that you’re not just reaching out for the sake of it, instead you are providing information that can help them achieve their goals, overcome challenges, and solve problems.  

For example, when we send emails to our customers about an upcoming Cyber Security threat or a new Microsoft solution, we’re not just sending them random information. We’ve taken the time to consider how this impacts their business and how it can make a difference in their day-to-day operations. This small investment in research and crafting relevant communication builds trust; and positions us as a dependable partner in their success. 

Consistency is key to staying relevant. Regularly communicating with your prospects and customers helps to maintain your relationship with them. However, it’s important to remember that quantity doesn’t replace quality. Bombarding someone with emails that aren’t relevant to their needs can quickly lead to disengagement.  

At eMazzanti, we strike a balance by ensuring our emails are not only consistent, but also valuable. We keep our customers informed about the latest in IT, whether that’s through   updates, industry news, or tips on optimizing their current systems. By focusing on quality over quantity, we ensure that each communication serves a purpose, keeping us in good standing with our customers. Know that a one-size-fits-all approach doesn’t work. Different industries have different needs, and our communications must reflect that. A healthcare client, for example, may be more interested in learning about HIPAA-compliant IT solutions, while a retail client may need information on Cyber Security during peak shopping seasons.  

How do you ensure that your emails stay relevant and engage your audience? At eMazzanti, we suggest and practice Five Principles: 

• Knowing your audience

• Providing value

• Being concise

• Staying consistent

• Adapting to change.

We believe that following these five steps is one of the most important ways to build and maintain strong relationships. It’s not just about sending a personal message, but it is about sending the right message at the right time.  

By focusing on relevant communication that addresses the specific needs and challenges of our customers, we’ve been able to build lasting partnerships for over 23 years that go beyond IT support. It’s an approach that ensures we remain a trusted advisor to the businesses we serve, helping them navigate their IT needs with confidence. 

Know that, when it comes to emails, relevance is more effective than personalization. Working with trained eMazzanti professionals can help you keep your communications focused on what matters most to your customers. You’ll see the difference it makes in your relationships. Happy Hunting!