One of the most important things to remember when you communicate with customers is that it’s not all about you and what you find interesting. Your customers are always asking the same question: What’s in it for me?

For example, just because you hired a new employee doesn’t make it interesting. But when you explain how this new employee will benefit customers, then you make the news relevant. Did you recently attend a conference? Great. Now tell your readers how what you learned there will make you a better service provider.

Taking this a step further, knowing exactly what your customers are interested in reading allows you to personalize your content and make it even more relevant to them. How do you find out what will be most relevant to your customers? Ask them.

Don’t worry that customers won’t be willing to share information with you. In fact, the opposite is true: According to a recent study by the digital marketing firm Q Interactive, 53 percent of Baby Boomers (i.e., those born between 1946 and 1964) said they would supply more information if it meant they’d receive more personal marketing messages; more than 63 percent of Echo Boomers (i.e., those born between 1982 and 1995) said the same.

With this in mind, take the opportunity to find out what your customers are looking for. Learn about their needs, interests, and challenges. In an online survey, ask how you can do a better job of working with them or what else you can offer. Really get to know who shops in your store, donates to your organization, or collaborates with you. 

When you know what your customers want and you can communicate with them with relevant messages, you have a greater chance for success with your email marketing efforts.