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I keep bleating on about making your emails relevant; I can’t help myself! I signed up to your newsletter to be kept up to date with the latest fashion news and here you are sending me emails about cheese. Now don’t get me wrong, I love cheese, but it’s not what I signed up for.

This is of course a pretty unrealistic example, but you get the gist. I am often asked by marketers how they can increase their open and click through rates and the answer is always the same; make your email relevant! But how do we do this?

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So what can we draw from the above? Well, relevance is everything; remember who you’re talking to and think about what would make you open the emails you send. Most of all, test, test and test again!

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