Email Marketing | Newsletter | Email Marketing

To motivate a user to take a conversion action (e.g., call, purchase) or to build customer loyalty by providing relevant information, every business should consider the possibilities of implementing a direct email marketing strategy and newsletter.

Indeed, this direct email marketing tool has long proven effective for millions of SMEs of all sizes and sectors.

At PH Media, we know that a well-constructed newsletter that communicates various information and value-added content to your clients (promotions, contests, videos, articles, etc.) provides numerous benefits. Here’s the ABC of a successful email marketing strategy and winning newsletter management!

Why Create a Newsletter?

In our time, who doesn’t have an email address? Practically no one!

So, what could be more logical than to create a database with your clients' email addresses to send them a “newsletter” directly to their inbox?

Without a doubt, it’s a simple and cost-effective way to stay in touch with consumers!

WHAT ARE THE BEST EMAIL MARKETING SOFTWARES?

When creating your newsletter and planning your email marketing strategy, you need to select a platform that suits your needs:

  • User-friendly and popular automation tools like Mailchimp, Klaviyo, Drip, ActiveCampaign, Moosend, SendInBlue, GetResponse, AWeber, DotDigital, Constant Contact, and MailerLite allow you to precisely schedule your email campaigns;
  • Customer relationship management (CRM) software also offers useful tools for managing newsletters (e.g., HubSpot, Zoho, Pipedrive, Salesforce, Nutshell, Insightly, Agile CRM, Microsoft Dynamics 365, Copper);

Of course, each solution has its pros and cons, and the costs can vary significantly. To choose the ideal software for your business, feel free to consult our email marketing experts at PH Media!

How to Create a Newsletter?

If you want subscriptions to your newsletter to grow, it must be catchy and written in perfect English (or French)!

Here are some elements to consider for creating a high-quality newsletter that complies with Canadian regulations.

CANADIAN LAW

According to the Canadian Anti-Spam Law (CASL) C-28, for an email message sent by a business to be legal, you must obtain the recipient's consent, whether implicit or explicit.

In short, for your newsletter not to be considered spam, the recipient must agree to receive it and be able to easily unsubscribe.

TYPES OF NEWSLETTERS

Different types of newsletters are possible (commercial, informational, etc.). It's up to you to determine the type of content and design — try various templates — that best represents your business. Your newsletter should reflect your brand!

Metrics and Performance Tracking

Is your newsletter being read? Does it encourage your readers to take action? To evaluate the effectiveness of your email marketing, there are several measurement tools and KPIs (Key Performance Indicators). With these performance indicators, you can adjust your strategy if your efforts don’t yield the expected results. Here are some important performance indicators:

  • Open rate
  • Click-through rate (CTR)
  • Deliverability rate
  • Unsubscribe rate
  • Click-to-open rate (CTOR)
  • Engagement rate
  • Sender score
  • Bounce rate
  • Spam complaint rate
  • Conversion rate
  • Sales and leads generated
  • Website traffic
  • Return on investment (ROI)
  • Open distribution by time of day
  • Click distribution by location

For professional management of your email marketing and newsletter strategy, trust PH Media!

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