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In our previous blog entries, we talked about different marketing methods and technologies to forge deeper, more effective bonds with your current and prospective customers, whether by recycling your own data or by implementing automated marketing.

Email marketing is another automated marketing solution that you should implement in order to connect with your target audience so you can offer them rich, personalized content, earn their trust and thereby increase your sales.

You’ll find that your marketing list is much more valuable than you thought when you take full advantage of it to implement email-marketing campaigns.

The advantages of email marketing

Email marketing offers numerous benefits, as it enables you to do the following:

  • Share your message with a great number of people at the same time through automation
  • Track the effectiveness of your mailing with a variety of available statistics (open rates, click-through rates, attrition rates, etc.)
  • Take full advantage of your own marketing list, which is rich in value, as your target audience already knows you
  • Increase your visibility and recognition by staying in contact with your clients and prospects
  • Get new customers and increase the loyalty of your existing ones
  • Grow your sales through cross-selling and upselling
  • Ask your current customers for recommendations and testimonials
  • Improve and cultivate your client relationships with relevant, personalized communications (information on new products and services, for example)
  • Increase customer satisfaction
  • Refine and manage your image

Tips to help you get the most out of email marketing

If you implement a marketing campaign in which you send out commercial emails, you must optimize it. Below, you’ll find some helpful hints to help you do just that.

Consent

It’s essential that you comply with current legislation. The Canadian government has had an anti-spam law in place since 2014 in order to mitigate the negative effects of unsolicited email advertising and protect consumers from its misuse and overuse. Therefore, you must ask your customers for their consent before you can send them information.
There are two different types of consent:

  • Express consent: the client gives consent in writing or in person to receive commercial emails from you. There is no time limit on this agreement.
  • Implied consent: this refers to a person with whom you have an existing business relationship (a client who has purchased your products or services, for instance) or non-business relationship (a member of your association, political party, etc.) or to an address that has been conspicuously disclosed with no specific usage restrictions, when your message is related to the recipient’s functions or activities. This agreement is generally subject to a two-year time limit.

Who to contact

To get started, you can put together a list of email addresses using the contact information of your customers, suppliers, network of professional contacts, etc. However, bear in mind that your marketing list will always be a work in progress! Collect email addresses from first-time buyers (without forgetting to ask for their consent to receive commercial emails from you) or from business cards that you receive during special events, for example. Once your list is of a substantial size, consider segmenting it to ensure the success of your marketing email blasts by making them personalized and targeted.

Email frequency

There is no set standard with regard to how often you should send out commercial emails. It will depend on your line of business, your human resources, the quantity of high-quality content you’re able to send, etc.

Which platforms should you choose?

To carry out effective email marketing campaigns, you can use a specially designed software program, a Customer Relationship Management (CRM) tool or an automated marketing platform. There are a huge number of these on the market, the main ones being ADNETIS, Benchmark, ActiveCampaign, Cyberimpact, eFlyerMaker and MailChimp.

All automated email-marketing solutions will provide you with diverse statistics, including open rates, click-through rates and attrition rates (a/k/a churn rates), so you can measure the impact of your mailings.

Your email subject line

This is a very important element, as it will have a direct effect on your open rates. Here are a few ideas to help you come up with an effective subject line:

  • Incorporate figures or statistics
  • Ask a question
  • Pique the interest of your recipients by including a value (for example, “Would you like to reduce your overhead by 40%?”)
  • Indicate a price and don’t hesitate to use the word “free” (for example, “This digital marketing eBook will be offered free for the next 2 days”)

The content of your email message

The body of the message must be consistent with the subject line and must be of good quality. It may contain the following elements, among others:

  • News regarding your company
  • Information on your products or services
  • New products or services
  • Promotional offers
  • Blog entries
  • Recommendations for use
  • An invitation to enter a sweepstakes or participate in an event

In summary, don’t forget that your email marketing strategy is extremely valuable to your company considering the changes in the algorithms on social media, which limit your organic reach. Several studies indicate that this marketing method will give you the best return on your investment.

However, in certain contexts, it’s a good idea to complement your email marketing with paid advertising campaigns on social media like Facebook.

Are you unsure of which email-marketing platform to use? Are you indecisive regarding the content of your newsletter? Are you having difficulties implementing an automated marketing program? Contact the experts at BJMédia!
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