As usual, Dela Quist of Alchemy Worx has decided to turn things on their head and not accept the 'norm'. In this case he's being irreverent to the holy 'relevance' mantra of email marketing....and he makes a good point.

In the latest issue of email-worx,, he talks about replacing 'relevance' with 'value' - as without value, it is very hard for your email program to be relevant. As he says 'Subscribers expect - and should get value!'

He goes onto say that an easy way to add value to your email program is to offer something which you can only get by being in the mailing list - that is, you can't get it by going directly to the website. This of course can be information, whitepapers, special offers, reduced shipping etc...

Watch the video here