How to effectively use email marketing for your business

Written by
Arielle Demchuk
October 11, 2023
min read
Person holding a cell phone with email icons floating above it.

Navigating the world of digital marketing and harnessing its true potential is no small feat. But fear not! The key lies in adopting the right tools for the job, and one such indispensable tool is Email Marketing. At the heart of this strategy, you'll find robust platforms like MailChimp and Constant Contact. These platforms are intuitive, easy to use, and armed with extensive support teams to help you sail smoothly in your email marketing journey. They provide advanced features like list segmentation and professional email templates that are customizable to align with your brand's visual identity.

Building a robust and segmented email list should be your next goal. Having a direct link to your target audience in a space as frequented as their inbox is a game-changer. Tools at your disposal include strategically placed signup forms on your website, leveraging your social media following, hosting attractive contests or discounts, or even the good old signup sheet at events. Once your list is in place, segmenting it based on various characteristics like interests, demographic, location, or preferred frequency can greatly enhance your content's relevance and decrease your unsubscribe rates.

In the ever-evolving digital landscape of 2023, compliance is key. Make sure your email marketing strategy aligns with the latest spam laws of the land such as CASL (Canada’s Anti-Spam Legislation). If you're venturing outside Canada, familiarize yourself with regulations like the CAN-SPAM Act in the United States or the General Data Protection Regulation (GDPR) in the European Union.

Lastly, let's talk about frequency. Your emails should be the highlight of your customers' inboxes! Too few emails can lead to lack of presence, whereas too many can result in them opting out. Finding the right balance depends on your industry and your audience. Use your email marketing platform to gauge ideal frequency through open and click rates within your different segments. Remember, the ultimate goal is to add value to your audience's inbox. If your emails are not enriching your customers' lives, they're likely to opt out, irrespective of how often you reach out to them. Keep it fresh, keep it relevant, and let your emails be the delight of their day! With these tips in mind, your email marketing strategy is sure to soar.

By personalizing your content and complying with anti-spam laws, you can build a strong email list and keep subscribers engaged with the right frequency. Email marketing may seem daunting at first, but with the right tools and strategies, it can be a highly effective and efficient way to reach your target audience.  Keep these tips in mind as you continue to develop and refine your email marketing approach, and watch as the benefits of this valuable tool unfold for your business. Happy emailing!

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