2. Speak to the Individual, Not the Segment

Relevance means creating messages that feel personal and insightful, rather than generic or automated. This involves understanding the individual’s unique context and addressing them in a way that reflects that understanding.

Use Contextual Messaging: Tailor your communications based on recent interactions or customer activity. Acknowledge what you know about the individual’s preferences, challenges, or aspirations to create a sense of continuity and relevance.
Incorporate Predictive Insights Thoughtfully: Predictive analytics can help anticipate customer needs and preferences, but these insights should be applied with empathy and context. Avoid coming across as intrusive or presumptive; instead, aim to show genuine attentiveness.

Example: A digital marketing agency sending an email to a small business owner might open with: “Anna, we noticed your recent interest in social media analytics. Our new guide offers practical tips to leverage data for small business growth.”