Email marketing is one of the most effective ways to get your message across. But how do you do it in such a way that it brings in the maximum ROI? Here are some guidelines and tips for email marketing best practices.
Have a Clear Understanding of CASL
Canadian companies in particular need to be aware of Canada’s Anti-Spam Legislation (CASL) as they pursue their email marketing. This is a set of rules that apply to all organizations using electronic messaging for commercial activity. To send such messages, organizations must first obtain consent from participants.
You may already be familiar with the way that, when you sign up on US lists, you have an “opt out” button to prevent you from receiving emails that could be considered spam. In Canada, you actually have to “opt in” to receive commercial electronic messages (CEMs).
A picture can speak a thousand words, and this is certainly the case when it comes to any kind of content, including email. Consider incorporating impactful infographics, images and even video (or links to educational or informative videos) into your email campaigns. Just make sure that they’re on-point in terms of brand consistency, and that they are actually aimed at a specific marketing goal.
Use Web Traffic for Leads
Lead generation can be done in a number of ways, but be sure that you also include your opt-in form on your contact page, at the top of your website, and as a part of your basic blog call to action and signoff.
Collecting emails in-person isn’t as hard as you think, especially if you’re regularly holding promotional events or attending trade shows or conferences. Contests are great ways to collect email addresses in person, and a simple business card exchange with peers can spurn great marketing partnerships if you’re in the same industry.
Customize Your Emails
Whenever possible, it’s important to get as personal as possible with your email messages so that your customers actually feel as if they’re engaging in a conversation, rather than just being “talked to.” Adding a person’s name is an example of this, but these days even simple tools like MailChimp give you more options than ever to segment and personalize.
Use CRM Tools
Keeping mail lists organized is no easy task, and customer relationship management software can go a long way towards building and organizing your contact base. CRM email management offers the opportunity to do much more in less time for more targeted marketing and a higher ROI. For instance, a tool like Salesforce has the capability of connecting customer data and tracking customer journeys across multiple social platforms.
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