Digital Marketing Agency Answers To The Top 12 Email Marketing Questions

If you’ve contemplating using email campaigns as part of your online marketing strategy, you probably have many questions. To make it easier for you to see why email marketing is still an extremely effective marketing strategy, we’re sharing some of the top FAQs we get. Don’t see your question answered here? Reach out to your internet marketing company, Smart WSI Marketing, today for more info.

Are you ready? Let’s dive in!

How do I ensure my email marketing subscription list is legal?

Check to make sure you comply with relevant anti-spam and protection of privacy regulations like Canada’s CASL and the EU’s GDPR, both of which set rules about messages sent to consumers. Ensure you know which legislation is applicable to how your company operates then create a privacy policy explaining how customer data is collected, used, protected, and disclosed. Include a checkbox for subscribers to click to agree.

Are unsubscribe messages necessary?

Some people say yes, others say no. While the unsubscribe function is a requirement of compliant email marketing, linking out to a separate page with additional options is not required. But linking to an unsubscribe page can help you understand why people are leaving your mailing list and also be used to convince subscribers they should stay.

If someone gives me their business card, can I legally add them to my email list?

In some jurisdictions this is called a “soft opt-in” permissible within the law if:

• You obtained the email address in the “course of the sale or negotiations for the sale of a product or service.”
• You only market “similar products and services.”
• You give the person the opportunity to refuse or opt-out of the marketing, both when collecting the card and in every email message after that.

Should I buy a mailing list from a reputable email scraping source?

While it seems like a quick way to build a subscriber list, we don’t recommend it. It’s illegal in some countries (including Canada) and is a risky practice that could harm your business’s reputation.

Can I use social media to grow my email subscriber list?

Yes. An experienced digital marketing agency like Smart WSI Marketing uses social media to attract fan bases and grow email lists all the time. It’s a tricky environment but done right, it can help you capture more leads and gain new customers.

How do I get maximum engagement from high-level people with my email marketing?

First and foremost, match your content to your target audience. Make sure it offers useful tips and shares customer success stories. Strong subject lines ensure higher open rates, as does strategically scheduling when the emails are sent.

Should I add videos to emails?

Videos are all the rage in internet marketing. They engage and entertain your audience. From a business point of view, they also:

• Increase click-through rates by up to 300%
• Reduce unsubscribe rates by 75%
• Have a 96% higher click-through rate than those without.

They achieve results any digital marketing agency can get behind! But the same is not true for attachments, which many spam filters block due to their being used to transfer malware and viruses. Which leads us to our next question…

Should I include attachments in my emails?

Simply stated, no! Many businesses like the convenience of creating PDF attachments to send information to customers and clients, but when a business marketing email includes an attachment, most people perceive the email as spam. Plus, did you know that email attachments are the #1-way malware spreads?

Can’t I just send emails to a list of people from my email system?

The short answer is no. Canada’s anti-spam law (CASL) is one of the most stringent laws of its kind. If you violate its regulations, you will be blacklisted, and your company can be fined up to $10 million per violation; individuals can be fined up to $1 million per violation.

To send commercial electronic messages (CEMs) within, from, or to Canada, you must receive prior oral or written consent from the people you want to send it to. The most common way to get people’s permission to send them email messages is to ask them to subscribe on your website. Consent can also be implied in the context of an existing business relationship or if recipients conspicuously publish their email address without indicating they don’t want to receive communications.

How often should I send stuff via email?

Figuring out exactly how often to send marketing emails is tricky, but the general rule of thumb should be only as often as necessary. It’s essential to find a balance between annoying subscribers too often and not reaching them often enough so that they forget you.

Many small businesses choose to email their subscribers once a month. If you have great content or weekly promotional offers, though, it could be best to send one to two emails per week. Just be sure to monitor your email campaigns to ensure their effectiveness and whether you’re driving subscribers away with too many.

How do I grow my email subscriber list?

Conventional wisdom says social media is the way to grow your email list, but research shows its old-fashioned subscriber requests that are more effective. You can build or expand your email list using website pages, embedded sign-up forms, pop-ups, and, yes, social media accounts. Including opt-in forms on your website as the primary method for attracting subscribers also ensures your business complies with CASL regulations.

Other ways to grow your email list include:

• Creating unique email content
• Encouraging subscribers to share and forward your emails
• Creating a free offer or online tool that requires sign-up to access
• Promoting an online contest

If you have a physical retail location, collecting emails in-store is another terrific approach. You can also launch a loyalty program that customers can sign up for via email or create a campaign specific to walk-in customers.

What type of email content do consumers want?

All too often, brands focus more on creating an email campaign than they do on whether the recipients want it. A recent poll asked consumers how they engage with brands through email. Their number one response? They were more likely to make a purchase after receiving an email that clearly offered a promotion or reward. In other words, FREE, FREE, FREE is what customers are looking for. And putting the words “deal” or “promotion” in the subject line makes recipients more likely to open an email.

Customers also prefer it if the emails they receive are personalized. That’s because today, people want to be seen as individuals, even if they’re buying on-trend products or services. Personalized emails also strengthen the customer experience by sending the right content to the right people at the right time. A/B testing personalization in your business’ future email campaigns is a good way to see if it’s a tactic that works with your subscribers.

Get Your Email Marketing Questions Answered Here!

We hope this post helps answer your most pressing questions about email marketing campaigns. Still have questions you’re eager to ask? Connect with our Edmonton digital marketing agency today to have them answered!

Lynne Motkoski, Digital Marketing Strategist

Specialty: Digital Marketing Strategies
Education: MA Communications & Technology, BComm [U Alberta]
Author: The Online Marketing Handbook for Busy Entrepreneurs

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Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.