what they care about and what they truly want to read.

[Shakhawat]

When you're relevant, you're showing your readers that you know who they are - what they're interested in, what they care about and what they truly want to read.

But it isn't necessarily just about the content itself that can demonstrate how well you know your audience. You should also focus on being personal (personalizing the subject lines and greetings), where the reader truly feels like you are talking to them.

You should also work on your timing, which includes testing your advertising database send times and seeing what does the best. You can tell by your open rates and click through rates. Once you do this analysis, you'll have better visibility into their behavior and therefore be able to optimize your email sends to fit into those windows.

Basically, it comes down to this: if you're not sending relevant emails, your subscribers will opt-out.

3) Conversational
No one wants to feel like they're part of just one big email blast. You see when email marketing just started taking off, marketers basically just translated what they were doing offline (direct mail) into email. They blasted this information to as big of an audience as they could.

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While that very may have been effective 5 years ago, the reality of where we are today, that kind of emailing won't get you anywhere. You need to be personal. You need to try and have a real and authentic conversation with your subscribers. Truthfully, it's what they're expecting.

The goal with your email is engagement, right? In this sense of the word, engagement is meant to start a two-way conversation. Your email isn't just talking to them, it's giving them the opportunity to respond and get involved.