What do Email Recipients Consider Relevant Content?

BY Rachel Cagle
Featured image for “What do Email Recipients Consider Relevant Content?”

With the coronavirus driving more purchases to be made online, brands are putting more stock in their email campaigns than they have before. The problem is, many marketers approach their email outreach incorrectly, causing recipients to, in the best case scenario, ignore the email or worse, unsubscribe entirely. A recent study by SparkPost found that the key to creating engaging emails is spotlighting relevant content.


You’ve heard this before, but you also probably think that relevant content means you can stop at personalizing subject lines with the customer’s name or some emoji. Only 12% and 7% of American consumers care about each of those, says SparkPost. What they truly care about is product information. SparkPost found that 53% of consumers either always or usually open emails that contain information on a business’ products.

Some of the most relevant content consumers can receive is information that can save them money. 64% of consumers say that they want businesses to send them emails featuring coupons and discounts or special deal announcements. If you add that information in your client’s emails subject lines, 58% of consumers will open that email.


After a consumer makes a purchase from a company, 19% will turn to follow-​up emails from the business to learn more about the product they just purchased. They want to receive specific information, instructions and tutorials. To these consumers, relevant content also includes information on any changes that will be happening to the products they just purchased.

Relevant content doesn’t just stop at the previously purchased product. 20% of consumers are also interested in emails that offer suggestions on future purchases based on the purchase they just made.

Using AudienceSCAN on AdMall by SalesFuel, you and your client can discover just how effective email ads are among your target customers. The marketing tab on the AudienceSCAN profile contains insight into how many of your client’s target customers took action because of email messages last month and year, how much more likely than other consumers they are to be driven to action by email messages, and which types of email messages they prefer to receive.