{"id":9095,"date":"2021-09-21T14:06:21","date_gmt":"2021-09-21T18:06:21","guid":{"rendered":"https:\/\/www.bjmedia.ca\/?p=9095"},"modified":"2021-09-21T14:06:21","modified_gmt":"2021-09-21T18:06:21","slug":"email-marketing-demystified","status":"publish","type":"post","link":"https:\/\/www.bjmedia.ca\/en\/email-marketing-demystified\/","title":{"rendered":"Email marketing demystified"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">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 <\/span><a href=\"https:\/\/www.bjmedia.ca\/en\/how-to-create-a-retargeting-campaign-using-your-own-data-instead-of-googles-and-facebooks\/\"><span style=\"font-weight: 400;\">recycling your own data<\/span><\/a><span style=\"font-weight: 400;\"> or by implementing <\/span><a href=\"https:\/\/www.bjmedia.ca\/en\/5-ways-to-benefit-from-automated-marketing\/\"><span style=\"font-weight: 400;\">automated marketing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Email marketing<\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll find that <\/span><b>your marketing list is much more valuable than you thought<\/b><span style=\"font-weight: 400;\"> when you take full advantage of it to implement email-marketing campaigns.<\/span><\/p>\n<h2><b>The advantages of email marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Email marketing offers numerous benefits, as it enables you to do the following:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Share your message with a great number of people at the same time through automation<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Track the effectiveness of your mailing with a <\/span><b>variety of available statistics<\/b><span style=\"font-weight: 400;\"> (open rates, click-through rates, attrition rates, etc.)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Take full advantage of your own marketing list, which is <\/span><b>rich in value, as your target audience already knows you<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Increase your visibility and recognition by staying in contact with your clients and prospects<\/span><\/li>\n<li aria-level=\"1\"><b>Get new customers and increase the loyalty of your existing ones<\/b><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Grow your sales through cross-selling and upselling<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Ask your current customers for recommendations and testimonials<\/span><\/li>\n<li aria-level=\"1\"><b>Improve and cultivate your client relationships with relevant, personalized communications<\/b><span style=\"font-weight: 400;\"> (information on new products and services, for example)<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Increase customer satisfaction<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">Refine and manage your image<\/span><\/li>\n<\/ul>\n<h2><b>Tips to help you get the most out of email marketing<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you implement a marketing campaign in which you send out commercial emails, you must optimize it. Below, you\u2019ll find some helpful hints to help you do just that.<\/span><\/p>\n<h3><b>Consent<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s essential that you <\/span><b>comply with current legislation.<\/b><span style=\"font-weight: 400;\"> The Canadian government has had an <\/span><a href=\"https:\/\/www.fightspam.gc.ca\/eic\/site\/030.nsf\/eng\/home\"><span style=\"font-weight: 400;\">anti-spam law<\/span><\/a><span style=\"font-weight: 400;\"> 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.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">There are <\/span><a href=\"https:\/\/crtc.gc.ca\/pubs\/CASL_Infograph3_Eng.pdf\"><span style=\"font-weight: 400;\">two different types of consent<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Express consent:<\/b><span style=\"font-weight: 400;\"> the client gives consent in writing or in person to receive commercial emails from you. There is no time limit on this agreement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Implied consent:<\/b><span style=\"font-weight: 400;\"> 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\u2019s functions or activities. This agreement is generally subject to a two-year time limit.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h3><b>Who to contact<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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 <\/span><b>your marketing list will always be a work in progress!<\/b><span style=\"font-weight: 400;\"> 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.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><b>Email frequency<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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\u2019re able to send, etc.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><b>Which platforms should you choose?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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 <\/span><a href=\"http:\/\/www.adnetis.com\/en\/home\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ADNETIS<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.benchmarkemail.com\/?utm_campaign=benchmark&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_content=benchmark-marketing&amp;utm_term=benchmark%20email%20marketing&amp;gclid=Cj0KCQjwm9yJBhDTARIsABKIcGacwOp9yWRGq_4g_oTlCK6BTXJN1a9_KatWAceNr-D1rFZBrp08iiYaAuyVEALw_wcB\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Benchmark<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.activecampaign.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ActiveCampaign<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.cyberimpact.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Cyberimpact<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.eflyermaker.com\/home.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">eFlyerMaker<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MailChimp<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">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.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><b>Your email subject line<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">This is a very important element, as <\/span><b>it will have a direct effect on your open rates.<\/b><span style=\"font-weight: 400;\"> Here are a few ideas to help you come up with an effective subject line:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Incorporate figures or statistics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ask a question<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pique the interest of your recipients by including a value (for example, \u201cWould you like to reduce your overhead by 40%?\u201d)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Indicate a price and don\u2019t hesitate to use the word \u201cfree\u201d (for example, \u201cThis digital marketing eBook will be offered free for the next 2 days\u201d)<\/span><\/li>\n<\/ul>\n<h3><b>The content of your email message<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">News regarding your company<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Information on your products or services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">New products or services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promotional offers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blog entries<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recommendations for use<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An invitation to enter a sweepstakes or participate in an event<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In summary, don\u2019t forget that <\/span><b>your email marketing strategy is extremely valuable to your company considering the changes in the algorithms on social media,<\/b><span style=\"font-weight: 400;\"> which limit your organic reach. Several studies indicate that this marketing method will give you the best return on your investment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, in certain contexts, it\u2019s a good idea to complement your email marketing with paid advertising campaigns on social media like Facebook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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? <\/span><a href=\"https:\/\/www.bjmedia.ca\/en\/contact-web-marketing-agency-vaudreuil\/\"><span style=\"font-weight: 400;\">Contact the experts at BJM\u00e9dia<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><br \/>\n<a href=\"https:\/\/www.bjmedia.ca\/en\/analysis-tool-web-marketing\/\"><img decoding=\"async\" class=\"alignleft wp-image-8440 size-full\" src=\"https:\/\/www.bjmedia.ca\/wp-content\/uploads\/banniere-guide-57points_en.jpg\" alt=\"website-analysis-tool\" width=\"1200\" height=\"600\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":9033,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-cat"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email marketing demystified - BJM\u00e9dia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bjmedia.ca\/en\/email-marketing-demystified\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email marketing demystified - BJM\u00e9dia\" \/>\n<meta property=\"og:description\" content=\"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. 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