{"id":120,"date":"2021-07-10T13:57:16","date_gmt":"2021-07-10T17:57:16","guid":{"rendered":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/email-marketing\/"},"modified":"2023-08-15T15:26:04","modified_gmt":"2023-08-15T19:26:04","slug":"email-marketing","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/email-marketing\/","title":{"raw":"Email Marketing","rendered":"Email Marketing"},"content":{"raw":"<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Learning Objectives<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nBy the end of this chapter, you should be able to:\r\n<ul>\r\n \t<li><strong>Explain<\/strong> why email marketing is important to digital marketing<\/li>\r\n \t<li><strong>List<\/strong> the seven steps of an email marketing campaign<\/li>\r\n \t<li><strong>Create<\/strong> effective content for email marketing<\/li>\r\n \t<li><strong>Explain<\/strong> the different types of email and how they are used<\/li>\r\n \t<li><strong>Describe<\/strong> ways to prevent emails from being marked as spam<\/li>\r\n \t<li><strong>Evaluate<\/strong> and improve email marketing performance<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n\r\n[caption id=\"attachment_555\" align=\"aligncenter\" width=\"410\"]<img class=\"wp-image-555 \" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2.png\" alt=\"Define your target audience, set your goals &amp; objectives, develop content\/lead magnets, nuture &amp; close your leads, get customer referrals.\" width=\"410\" height=\"394\" \/> Email Marketing Role in Lead Generation Framework[\/caption]\r\n\r\n<span style=\"orphans: 1; text-align: initial; font-size: 14pt;\">Referring to our lead generation framework, email marketing plays a critical role in developing, nurturing, and closing leads. According to the Content Marketing Institute\u2019s 2020 Benchmarks, Budgets, and Trends Study, email marketing is the most effect content type in securing and nurturing leads and the second most effective in converting leads.[footnote]<\/span><a style=\"orphans: 1; text-align: initial; font-size: 14pt;\" href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/12\/2020_B2C_Research_Final.pdf\">CONTENT MARKETING 2020 [PDF]<\/a><span style=\"orphans: 1; text-align: initial; font-size: 14pt;\">[\/footnote]<\/span>\r\n\r\n<img class=\"alignnone wp-image-561 \" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1.png\" alt=\"\" width=\"787\" height=\"287\" \/>\r\n\r\nLet\u2019s take a further look into a few key statistics related to email marketing that highlight why email marketing is often considered the content marketing workhorse in a marketer\u2019s toolkit.\r\n<h1>Why Email Marketing?<\/h1>\r\n<img class=\"aligncenter wp-image-489\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1.png\" alt=\"7.9 billion of world population, 4.03 billion email audience, 3.2 billion Facebook+Instagram audience.\" width=\"400\" height=\"401\" \/>\r\n\r\nIn 2021, 4.03 billion people around the world use email and that number is expected to reach 4.48 billion by 2024. That\u2019s half of the world\u2019s population; no other digital platform comes close to the potential reach of email.[footnote]<a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\">Number of e-mail users worldwide from 2017 to 2025<\/a> [\/footnote] The latest\u00a0Facebook statistics\u00a0report over 2.2 billion monthly active users and even adding Instagram\u2019s 1 billion+ users to that number does not compare to the reach of email.\r\n\r\nAnd, in a recent Canadian Marketing Association survey, 81% of Canadians responded that they are comfortable receiving brand and company communications via email. In comparison, social media was in second place with 58%.[footnote]<a href=\"https:\/\/www.statista.com\/statistics\/553738\/leading-methods-consumer-online-interaction-with-companies-canada\/\">Share of consumers who are comfortable with receiving brand and company communications via selected digital channels in Canada in 2018 and 2019<\/a> [\/footnote] What is also interesting is that overall, audiences\u2019 receptiveness to receiving brand messages regardless of channel is decreasing. This highlights the importance of providing valuable and insightful brand communications and in the appropriate channels so that your target audiences read your content. Many people are now separating their personal and professional social networks and as a result, marketers need to make sure their content is appropriate for each channel and what their <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\">target audiences<\/a> expect. Clearly, email is an acceptable digital marketing channel for brand messaging.\r\n\r\n<img class=\"aligncenter wp-image-115\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385.png\" alt=\"Return is money in. Investment is money out.\" width=\"400\" height=\"285\" \/>\r\n\r\nAnother key benchmark to review is email\u2019s return on investment. <strong>Return on investment<\/strong> (ROI) measures how much revenue every dollar invested in a marketing campaign generates. In terms of ROI, email marketing delivers one of the highest returns on investment when done properly. This is largely because email marketing can be easier and cheaper to create and distribute and usually the target audience is already a somewhat qualified audience, i.e., subscribers have already expressed an interest in your brand, products, and services. In 2019, the average email ROI was $42 for every dollar spent on email marketing, according to both DMAand Litmus.[footnote]<a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\">Marketer email tracker 2019 [PDF]<\/a>[\/footnote][footnote]<a href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\/\">Email Marketing ROI: What leads to better returns? [PDF]<\/a>[\/footnote]\u00a0 In comparison, Google states that for every $1 spent on Google Ads (PPC), businesses earn an average revenue of $2. This is not to infer that PPC ads are not as valuable as emails; their main purpose is to attract new audiences and build brand awareness. However, marketers should note that email can be 20\u00d7 more effective when it comes to ROI.\r\n\r\n<img class=\"aligncenter wp-image-492\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix.png\" alt=\"Average Email Statistics Canada: open 21%, click 6%, unsubscribe 0.1%, spam 0.01%\" width=\"605\" height=\"194\" \/>\r\n\r\nAnd, finally, based on the latest email benchmarking research from <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\">GetResponse<\/a>, the following email statistics are what Canadian marketers are seeing, on average:\r\n<ul>\r\n \t<li><strong>Open rate<\/strong> (OR): 21%\r\nOpen rate = number of opened emails \/ number of emails delivered \u00d7 100\r\nKeep in mind that all emails on your email list may not be successfully delivered. As a result, you may also want to monitor the delivery rate.<\/li>\r\n \t<li><strong style=\"text-align: initial; font-size: 1em;\">Delivery (or bounce) rate<\/strong><span style=\"text-align: initial; font-size: 1em;\"> = number of emails delivered \/ number of emails sent \u00d7 100<\/span><\/li>\r\n \t<li><strong>Click-through rate<\/strong> (CTR): 6%\r\nEmail click-through rate (CTR) tells you the number of people who clicked on any of the links inside of your email.\r\nCTR = number of clicks \/ number of emails delivered \u00d7 100<\/li>\r\n \t<li><strong>Click-to-open rate<\/strong> (CTOR): 28%\r\nThe click-to-open rate (CTOR) compares the number of people that opened your message with those who clicked on any of the links. This is an important metric to better understand how relevant and engaging your email content and calls-to-action were.\r\nClick-to-open rate = click-through rate \/ open rate \u00d7 100<\/li>\r\n \t<li><strong>Unsubscribe rate<\/strong>: 0.1%\r\nThis is the percentage of email subscribers who, on average, unsubscribe.<\/li>\r\n \t<li><strong>Spam<\/strong>: 0.01%\r\nThis represents the percentage of subscribers who mark emails as spam.<\/li>\r\n<\/ul>\r\n<div class=\"h5p\">[h5p id=\"12\"]<\/div>\r\n<div class=\"pdf\">\r\n<div class=\"textbox\">\r\n\r\n<strong>H5P: Email Marketing Campaign Calculations<\/strong>\r\n\r\nNow, let's practice calculating some email marketing rates ...\r\n\r\nThe following metrics are related to a recent email campaign:\r\n<ul>\r\n \t<li>Total subscribers: 10,000<\/li>\r\n \t<li>Emails delivered: 8,500<\/li>\r\n \t<li>Opened emails: 3,060<\/li>\r\n \t<li>Links clicked: 400<\/li>\r\n \t<li>Conversions: 102<\/li>\r\n<\/ul>\r\nGiven the above results, please calculate the following:\r\n<ul>\r\n \t<li>Delivery \/ Bounce Rate:\r\n<ul>\r\n \t<li>Hint: Remember to present this as a percentage<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Open Rate:<\/li>\r\n \t<li>Click-through Rate:\r\n<ul>\r\n \t<li>Hint: Only one decimal place needed<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Click-to-open Rate:\r\n<ul>\r\n \t<li>No decimal places required<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\nEven though we haven't provided the <strong>specific<\/strong> formulas, try to calculate the following rates based on your understanding of the other formulas:\r\n<ul>\r\n \t<li>Conversion Rate:\r\n<ul>\r\n \t<li>Hint: It's <strong>similar<\/strong> to CTR <em>(only one decimal point required for the answer)<\/em><\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Conversion-to-open Rate:\r\n<ul>\r\n \t<li>Hint: It's <strong>similar<\/strong> to CTOR <em>(only one decimal point required for the answer)<\/em><\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\nPlease note that there can be significant differences in averages based on the industry, target audience, and most importantly, the type of email campaign sent. <em>(We will review the various types of email later in this chapter.)<\/em> For example, let\u2019s look at the average email statistics related to \u201cinternet marketing\u201d, which are as follows:\r\n<ul>\r\n \t<li><strong>Open rate<\/strong> (OR): 15%\r\nThis is slightly lower than the overall Canadian email open rate of 21%.<\/li>\r\n \t<li><strong>Click-through rate<\/strong> (CTR): 1.66%\r\nThis is significantly lower than the 6% cited above.<\/li>\r\n \t<li><strong>Click-to-open rate<\/strong>: 11%\r\nThis rate is more than 50% lower than the 28% cited across all industries. It appears the content in internet marketing campaigns may not be as compelling as in other industries. Do you have any ideas as to why these click rates might be so much lower?<\/li>\r\n \t<li><strong>Unsubscribe rate<\/strong>: 0.12%\r\nThis percentage is 20% higher than the overall average, which means in internet marketing, subscribers are 20% more likely to unsubscribe. Although the overall percentage is still quite low.<\/li>\r\n \t<li><strong>Spam<\/strong>: 0.01%\r\nThis spam rate is the same as the average.<\/li>\r\n<\/ul>\r\nFor more industry benchmarks and details, do check out the <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\">full GetResponse study<\/a>.\r\n<h1>Launching a Successful Email Campaign<\/h1>\r\n<img class=\"aligncenter wp-image-499 \" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2.png\" alt=\"Steps for a Successful Email Marketing Campaign\" width=\"509\" height=\"498\" \/>\r\n\r\nNow that we have presented many reasons why marketers should consider and spend time on email marketing, let\u2019s dive into the seven steps to launch a successful email marketing campaign:\r\n<ol>\r\n \t<li><strong>Define Your Target Audience and Goals &amp; Objectives<\/strong>\r\nAs mentioned with all content marketing strategies, the first step is always to define your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\"><strong>target audience<\/strong><\/a> <em>(remember your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/customer-personas\/\" target=\"_blank\" rel=\"noopener\"><strong>customer personas<\/strong><\/a>!)<\/em> and set your specific email marketing <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/a-lead-generation-framework\/\" target=\"_blank\" rel=\"noopener\"><strong>goals and objectives<\/strong><\/a>.<\/li>\r\n \t<li><strong>Select an Email Service Provider (ESP)<\/strong>\r\nNext, you want to choose your email service provider. An <strong>email service provider<\/strong>, or ESP, is a company that offers email marketing services. These providers differ from an email client (like Gmail or Outlook) because they allow marketers to send out emails in bulk, i.e., large quantities, and also offer advanced features that help marketers manage, target, automate, and measure their email marketing activities better. Mailchimp is one of the most popular email marketing service providers primarily because they offer a free email marketing service plan. However, depending on your needs, you may want to use a different service. Here is a <a href=\"https:\/\/www.adamenfroy.com\/best-email-marketing-services\">fairly comprehensive list of popular email marketing services, including pricing and features<\/a>.<\/li>\r\n \t<li><strong>Build Your Target Email List(s)<\/strong>\r\nAfter deciding on an ESP, you can use email sign-up forms to capture your target audiences\u2019 email address and add them to your email list. Due to the following anti-spam and data protection legislation, it is strongly recommended that marketers build their email lists from scratch rather than purchase lists because the penalties and repercussions can be quite severe:\r\n<div class=\"textbox\">\r\n\r\nAnti-Spam Legislation &amp; Data Protection Laws\r\n\r\n<img class=\"aligncenter wp-image-505\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix.png\" alt=\"Anti-Spam Legislation Comparison - GDPR, CASL, CAN-SPAM\" width=\"307\" height=\"215\" \/>\r\n\r\nGiven the global nature of digital marketing, the following electronic communication laws are important to note and have significantly impacted and influenced how email lists are obtained and who marketers can send emails to.\r\n<ul>\r\n \t<li><strong>General Data Protection Regulation (GDPR \u2013 EU)<\/strong>[footnote]<a href=\"https:\/\/ec.europa.eu\/info\/law\/law-topic\/data-protection_en\">Data protection Rules for the protection of personal data inside and outside the EU.<\/a>[\/footnote] Passed in 2016 and enforced starting in 2018, GDPR applies to both individuals and businesses. It is similar to CASL (more below), but extends opt-in rules to collection, sharing, and processing of personal information. GDPR requires renewed consent every time an organization wants to use personal information in a different way (with a few exceptions). Violation of this policy can result in up to \u20ac20 million in fines or 4% of annual global turnover (whichever is higher).\r\nOne recent example is Amazon\u2019s \u20ac746 million GDPR fine, announcedin the company\u2019s July 2021 earnings report.[footnote]<a href=\"https:\/\/www.wired.co.uk\/article\/amazon-gdpr-fine\">Why Amazon\u2019s \u00a3636m GDPR fine really matters<\/a>[\/footnote] The full reasons behind the fine have not yet been confirmed, but the cause has to do with cookie consent. Unfortunately, this is not the first time Amazon has been punished for the way it collects and shares personal data via cookies. In late 2020, France fined Amazon \u20ac35 million it allegedly failed to get cookie consent on its website. While it is tempting to force users to \u201cagree\u201d to cookies\u2014or make opting out of cookies difficult\u2014to collect as much personal data as possible, European regulators are seriously enforcing the EU\u2019s cookie requirements. If Amazon had obtained \u201cfreely given\u201d, informed, and unambiguous opt-in consent before setting cookies on its users\u2019 devices, the company probably could have avoided this huge GDPR fine.<\/li>\r\n \t<li><strong>Canadian Anti-Spam Legislation (CASL - Canada)<\/strong>[footnote]<a href=\"https:\/\/crtc.gc.ca\/eng\/internet\/anti.htm\">Canada\u2019s Anti-Spam Legislation (CASL)<\/a>[\/footnote]\r\nPassed in 2019 and enforced starting in 2014, CASL applies to both individuals and businesses. It requires marketers to have subscribers opt-in with verbal or written consent before receiving any commercial electronic messages (CEM), which includes email, SMS, audio and video, sent within Canada. This also applies to any messages routed through Canadian servers and prohibits intrusive software like spyware and malware. There are two types of consent under CASL \u2013 express and implied. Express consent does not expire; however, the recipient has the right to withdraw their consent at any time. And, the onus is on the person sending the message to prove they have obtained consent to send the message. Violations of this policy can result in up to $1 million in fines for individuals and $10 million per business. Here is a <a href=\"https:\/\/crtc.gc.ca\/eng\/ce\/actions.htm#casl\">list of the latest CASL violations and the fines associated with them<\/a>.<\/li>\r\n \t<li><strong>Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM \u2013 US)<\/strong>[footnote]<a href=\"https:\/\/crtc.gc.ca\/eng\/ce\/actions.htm#casl\">Enforcement actions<\/a>[\/footnote]\r\nPassed in the US in 2003 and enforced starting in 2004, CAN-SPAM applies to any commercial electronic mail messages (emails) and requires marketers to offer all subscribers an opt-out option on all communications. And, if an organization is found violating this policy, it can be fined up to $41,484 (adjusted for inflation) for each separate email in violation.<\/li>\r\n<\/ul>\r\n<\/div>\r\n&nbsp;<\/li>\r\n \t<li>\u00a0<strong>List Management\r\n<\/strong>Many marketers think that having an email list with as many email addresses as possible is the goal. In fact, it is much more important to keep your email lists up-to-date and \u201cclean\u201d. Having an email list with lots of subscribers who do not open or interact with it can impact your delivery rates and ultimately, may lead to your messages to be viewed as spam.\r\nTo ensure that your subscribers want to receive your email messages, offer double opt-in, e.g., confirm consent by sending a follow-up email with a confirmation link to the subscriber\u2019s email address. You also want to provide clear unsubscribe directions in every communication. And, if you do have subscribers who are not engaging with your content, move them to a separate email list, i.e., segment them out, and target them using a re-engagement campaign (more about this later in the next section). If appropriate, you may also want to segment your email list based on interests, location, purchase behaviours, etc. Email list segmentation is valuable because it ensures your marketing messages are meeting the specific needs of that segmented audience.<\/li>\r\n \t<li><strong>Decide on the Type of Email\r\n<\/strong>Now that you have built your email list(s) and know the interests and needs of each list, you should decide on the type of email you want to send. Most emails fall into two primary categories:\r\n<ul>\r\n \t<li><strong>Triggered Emails\r\n<\/strong>Triggered (or transactional or behavioural) emails are emails sent automatically based on pre-defined events or conditions met by an individual through certain behaviours, actions, or other signals. The most common triggered emails are welcome emails. These emails are sent immediately after someone signs up and welcomes them with tips, links, information about their login information, etc.\r\nTriggered emails tend to have significantly higher open rates because they are tied to a recent activity and the recipient is usually interested in the information provided. For example, open rates for triggered emails are around 40% vs 20% for newsletters<span style=\"text-align: initial; font-size: 1em;\">.<\/span>[footnote]<a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks#tactics\">Tactics. Average Results by Message Type.<\/a>[\/footnote]<span style=\"text-align: initial; font-size: 1em;\"> To execute these best, you will need to setup an automated email campaign, sometimes called a drip campaign, so that your ESP knows when to send the appropriate email. When setting up a triggered email campaign consider:<\/span>\r\n<ul>\r\n \t<li><strong>Which Triggered Emails to Include<\/strong>\r\nAn automated drip campaign typically includes 3 - 5 separate emails. Depending on the nature of the campaign or organization, some email types may be less appropriate.<\/li>\r\n \t<li><strong>Timing for Each Email<\/strong>\r\nA welcome email should come very quickly, but timing of the remaining emails could be 1, 2, 5, or 10 days apart and earlier triggered emails may come in quicker succession than later emails.<\/li>\r\n \t<li><strong>Content Dependencies<\/strong>\r\nA new subscriber who opens and clicks on every new email should be treated differently than a new subscriber who fails to open the onboarding emails. Similarly, an \u201cexit survey\u201d would only go to those who did not upgrade or respond to prior emails. These are examples of a dependency that would need to be built into the email automation.<\/li>\r\n \t<li><strong>Content within Each Email<\/strong>\r\nIn Step 5, we will go into more detail about how to design and craft your email content.<\/li>\r\n \t<li>Below are several examples of common triggered emails:\r\n<ul class=\"twocolumn\">\r\n \t<li>Welcome emails<\/li>\r\n \t<li>Account creation emails<\/li>\r\n \t<li>Password reset emails<\/li>\r\n \t<li>Abandoned cart emails<\/li>\r\n \t<li>Order confirmation emails<\/li>\r\n \t<li>Thank you emails<\/li>\r\n \t<li>Complementary product (cross- or up-selling) emails<\/li>\r\n \t<li>Order status emails<\/li>\r\n \t<li>Reorder emails<\/li>\r\n \t<li>Purchase receipt emails<\/li>\r\n \t<li>Account balance updates<\/li>\r\n \t<li>Review request emails, i.e., asking new customers to leave a review<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Informational Emails<\/strong>\r\nInformational emails represent the second category of emails. These emails inform, educate, or entertain and here is a list of content usually included in informational emails:\r\n<ul class=\"twocolumn\">\r\n \t<li>Industry articles<\/li>\r\n \t<li>Product testimonials<\/li>\r\n \t<li>Customer success stories or spotlights (case studies)<\/li>\r\n \t<li>Educational articles<\/li>\r\n \t<li>Links to useful sections of your website<\/li>\r\n \t<li>Questions and answers<\/li>\r\n \t<li>Special offers or coupons<\/li>\r\n \t<li>Expert opinions<\/li>\r\n \t<li>Tips and advice<\/li>\r\n \t<li>Product reviews and announcements of new products<\/li>\r\n \t<li>Upcoming events calendars<\/li>\r\n \t<li>Contest announcements<\/li>\r\n \t<li>Featured quotes<\/li>\r\n \t<li>Surveys, polls, and feedback\r\nFor some visual examples of both triggered and information emails, please do check out this article, <a href=\"https:\/\/optinmonster.com\/13-types-of-emails-you-need-to-be-sending-your-email-list\/\">13 Types of Emails You Need to Be Sending Your Email List<\/a>.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Create and Your Design Content<\/strong>\r\nOnce you have decided on the type of email you will be sending, it is time to focus on creating and designing your email content. When you are composing your email, you should note that there are some practices that may result in your emails being marked as spam. The following common \u201cspam triggers\u201d are ones you will want to avoid:\r\n<ul>\r\n \t<li><strong> All Caps<\/strong>\r\nOffers and promotions in all caps are often spam. So, do not \u201cscream\u201d at your subscribers, and find other ways to show your excitement and enthusiasm.<\/li>\r\n \t<li><strong>\u201cSpammy\u201d Content<\/strong>\r\nSpammy content is content that is misleading, sensational, and of no use to the reader. Make sure your email messages provide value and match the interests of the reader.<\/li>\r\n \t<li><strong>High Image-to-Content Ratio<\/strong>\r\nA way spammers try to avoid email clients scanning their messages is to put text into an image. As a result, if an email has lots of images without many words describing those images or sentences providing context, there is a possibility that your email could be marked as spam. If you do use imagery extensively, be sure to use the HTML alt text tags to explain what is in the image and share some context as to why it is being included.<\/li>\r\n \t<li><strong>Poor HTML coding\r\n<\/strong>This could come up if you are manually coding and\/or sending out your emails. For example, best practices include sending out both HTML \/ plain text versions and giving the subscriber the option to view the email in a web browser. If you use an ESP, these practices are built into those services and are why it is beneficial to use an ESP.<\/li>\r\n \t<li><strong>Exclamation Marks<\/strong>\r\nOnce again, spam messages often include excessive exclamation marks. Please note that you can include these; just use them sparingly.<\/li>\r\n \t<li><strong>Embedded Forms<\/strong>\r\nWhile it is attractive to collect information from your subscribers directly within an email, it is also a tactic spammers use to get readers to share personal and secure data. If you have a form, include a link to it so that subscribers know where it is being collected and that it is associated with your organization.<\/li>\r\n \t<li><strong>Videos<\/strong>\r\nWhile studies show that videos in emails do increase interactivity and engagement, spammers also use videos to circumvent monitoring.[footnote]<a href=\"https:\/\/optinmonster.com\/13-types-of-emails-you-need-to-be-sending-your-email-list\/\">13 Types of Emails You Need to Be Sending Your Email List<\/a>[\/footnote] So, like images, use videos carefully, and make sure you provide context.<\/li>\r\n \t<li><strong>Attachments<\/strong>\r\nSometimes attachments cannot be avoided. Unfortunately, spammers also use attachments to deliver malware or viruses. If possible, try to avoid including attachments and simple provide a link where subscribers can download or access the file. Now that we\u2019ve discuss several spam triggers, let\u2019s shift our focus to making sure the other elements of your emails are strong and appropriate.<\/li>\r\n \t<li><strong style=\"font-size: 1em;\">Subject Lines\r\n<\/strong>\u00a0There used to be a strong recommendation to keep subject lines short (less than 60 characters) because they might get cut off in the recipient\u2019s email client.[footnote]<a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks#tactics\">Tactics. Average Results by Message Type.<\/a>[\/footnote] However, recent studieshave shown that longer, more descriptive subject lines can perform equally well, if not better. What is important is to have your subject line be straight forward, descriptive, and compelling. Marketers may also want to limit punctuation, e.g., less than 3 punctuation marks per subject line, use emojis carefully, and avoid hard selling. Although, as with any recommendation, test to make sure. In our <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/a-b-testing\/\" target=\"_blank\" rel=\"noopener\"><strong>A\/B testing chapter<\/strong><\/a>, we discuss testing best practices in more detail. That said, the following is a list of the most popular types of subject lines:\r\n<ul class=\"twocolumn\">\r\n \t<li>Interests or Benefits Specific to the Recipient<\/li>\r\n \t<li>Curiosity<\/li>\r\n \t<li>Offer<\/li>\r\n \t<li>Urgency \/ Scarcity<\/li>\r\n \t<li>Personal<\/li>\r\n \t<li>News<\/li>\r\n \t<li>Social Proof<\/li>\r\n \t<li>Story<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Sender and Recipient Fields<\/strong>\r\nUse a familiar sender name, e.g., Alex Miller, as opposed a generic organizational name. Open rates tend to increase with email personalization, i.e., when both the \u201cTo\u201d and \u201cFrom\u201d fields are personalized. So, whenever possible try to capture the name of the subscriber to better personalize your messages.<\/li>\r\n \t<li><strong>Preview \/ Preheader Test<\/strong>\r\nMost email templates have an area at the top of the email that gets shown in the email client prior to opening the message (see red box below).\r\n<img class=\"aligncenter wp-image-119 size-large\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-1024x56.png\" alt=\"Email Preview \/ Preheader Text Example\" width=\"1024\" height=\"56\" \/>Take advantage of this content and present specific subscriber benefits included in the email. More descriptive preview \/ preheader text also increases open rates.<\/li>\r\n \t<li><strong>Imagery<\/strong>\r\nOnce again, use Alt tags to describe all your email images and videos.<\/li>\r\n \t<li><strong>Body Content<\/strong>\r\nKeep emails short and focused. The goal with most emails is to nurture and convert your subscribers. Shorter and more frequent exchanges are a better strategy than longer and less frequent ones. If possible, break up your content into shorter pieces; this will give you more opportunity to engage with your audience and keep their attention. Along these lines, also limit your calls-to-action <em>(remember the attention ratio?)<\/em> Fewer calls-to-action keep your emails focused and allow you to better assess your audiences\u2019 interests based on their engagement with each email.\r\nWhile entertainment can work well for B2C campaigns, B2B content should focus on value-based, informational, and profit-based topics, which also work for B2C audiences. That said, always test to find out what specifically resonates with your target audiences.\r\nThere are several services that can help identify \"spam triggers\". Here are a few that provide feedback to optimize your emails for improved deliverability:\r\n<ul>\r\n \t<li><strong>Mail-Tester[footnote]<a href=\"https:\/\/www.mail-tester.com\/\">Mail-Tester<\/a>[\/footnote]<\/strong>\r\nEvery time someone visits Mail-Tester.com, they'll see a treehouse with a auto-generated email address listed on it that changes every time you visit the site. Simply send your email to the address listed, then click \"Check Your Score<strong>.<\/strong>\" Mail-Tester will give you a free email deliverability score based on the email that was sent to the unique email address. Free users can access the report for seven days. Paid subscribers get unlimited email tests and reports that last for 30 days.<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Landing Pages<\/strong>\r\nAfter developing the content for your email messages, make sure the wording, sentiment, imagery, and calls-to-action are consistent with any <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/website-and-landing-page-optimization\/\" target=\"_blank\" rel=\"noopener\"><strong>landing pages<\/strong><\/a> related to those emails. You want the messaging to be the same and to deliver on what you discussed in the email.<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Schedule &amp; Automate<\/strong>\r\nEven though there are numerous articles that will suggest the best time(s) to send emails, the best time to send your emails will largely depend on your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\"><strong>target audience<\/strong><\/a>. Think about when your audience is most likely to check their inboxes and when will they have time to read your content. For example, if your target audience is university students, you might want to send your emails in the late evening after they have finished their classes. Sending an email in the middle of the day may not be seen if they are busy working or attending classes.\r\nOptimal timing is something you can easily test. It is recommended that you send out emails at different times and on different days to see which combinations result in the highest subscriber engagement and conversions. Only through your own primary research will you truly understand the best times to send out emails to your target audiences.\r\nFor triggered emails, scheduling will usually be tied to specific events, actions, or behaviours. In these cases, you will want to use an automated email system that allows you to determine and program a specific sequence and timing of emails, i.e., when each email will be sent and based on which triggers. In this article, Best Email Automation Tools,\u00a0 the authors review several ESPs that work particularly well for advanced, automated \/ triggered email campaigns.[footnote]<a href=\"https:\/\/www.codeinwp.com\/blog\/best-email-marketing-automation-tools\/\">Best Email Marketing Automation Tools: Sendinblue vs Drip vs ConvertKit vs Mailchimp vs Mailjet vs Infusionsoft<\/a>[\/footnote] Their shortlist includes:\r\n<ul>\r\n \t<li><strong>Sendinblue[footnote]<a href=\"https:\/\/www.sendinblue.com\/\">Sendinblue<\/a>[\/footnote]<\/strong><\/li>\r\n \t<li><strong>Mailchimp[footnote]<a href=\"https:\/\/mailchimp.com\/en-ca\/\">Mailchimp<\/a>[\/footnote]<\/strong><\/li>\r\n \t<li><strong>Mailjet[footnote]<a href=\"https:\/\/www.mailjet.com\/\">Mailjet<\/a>[\/footnote]<\/strong><\/li>\r\n \t<li><strong>Drip[footnote]<a href=\"https:\/\/www.drip.com\/\">Drip<\/a>[\/footnote]<\/strong><\/li>\r\n \t<li><strong>ConvertKit[footnote]<a href=\"https:\/\/convertkit.com\/\">ConvertKit<\/a>[\/footnote]<\/strong><\/li>\r\n \t<li><strong>Infusionsoft[footnote]<a href=\"https:\/\/keap.com\/\">Infusionsoft<\/a>[\/footnote]<\/strong><\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><strong>Test, Measure, and Iterate<\/strong>\r\nTo optimize your email activities, it is critical to test, review your results, and adapt. Even though email marketing can have a high ROI, it is still necessary to review your results to understand what is working and what is not. Test your sending times, subject lines, calls-to-action, and content. While there are many email marketing recommendations, much depends on your target audience, specific email content, and industry. In the next chapter, we will dive into <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/a-b-testing\/\" target=\"_blank\" rel=\"noopener\"><strong>A\/B testing<\/strong><\/a> and email marketing is one area where you can apply A\/B testing techniques quite effectively.<\/li>\r\n<\/ol>\r\n<ul>\r\n \t<li style=\"list-style-type: none;\">\r\n<ul>\r\n \t<li style=\"list-style-type: none;\">\r\n<ul>\r\n \t<li style=\"list-style-type: none;\">\r\n<ul>\r\n \t<li style=\"list-style-type: none;\"><\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<ol>\r\n \t<li style=\"list-style-type: none;\"><\/li>\r\n<\/ol>\r\n<ul>\r\n \t<li style=\"list-style-type: none;\">\r\n<ul>\r\n \t<li style=\"list-style-type: none;\"><\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Key Takeaways<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nIncorporate your email marketing strategy into your overarching content marketing strategy, content calendar, and lead nurturing strategies\r\n<ul>\r\n \t<li>Email marketing has the highest potential reach and ROI of all digital marketing channels<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li>To analyze your email marketing activities, calculate, review, and compare the following rates relative to industry benchmarks and results from your previous email campaigns \/ activities:\r\n<ul>\r\n \t<li>Delivery (or bounce) rate<\/li>\r\n \t<li>Open rate<\/li>\r\n \t<li>Click-through rate<\/li>\r\n \t<li>Click-to-open rate<\/li>\r\n \t<li>Conversion rate<\/li>\r\n \t<li>Conversion-to-open rate<\/li>\r\n \t<li>Unsubscribe rate<\/li>\r\n \t<li>Spam<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li>There are seven key steps to launching a successful email campaign:\r\n<ol>\r\n \t<li>Define your target audience and goals &amp; objectives<\/li>\r\n \t<li>Select an email service provider (ESP)<\/li>\r\n \t<li>Build a target email list<\/li>\r\n \t<li>Determine the type of email - triggered or informational email<\/li>\r\n \t<li>Create and design the email content<\/li>\r\n \t<li>Schedule and automate the sending of emails<\/li>\r\n \t<li>Test, measure, and iterate to optimize your email marketing results and ROI<\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li>Use your <strong><a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/customer-personas\/\" target=\"_blank\" rel=\"noopener\">customer personas<\/a>\u2019<\/strong> interests, motivations, goals, challenges, pain points, etc. to drive your original and curated email content topics. (Remember the important role of <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/content-marketing\/\" target=\"_blank\" rel=\"noopener\"><strong>curated content<\/strong><\/a>?)<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li>Craft compelling subject lines and email content for your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\"><strong>target audience<\/strong><\/a>. Remember to use your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/search-engine-optimization\/\" target=\"_blank\" rel=\"noopener\"><strong>keywords and key phrases<\/strong><\/a> in your email content, as well.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<div class=\"textbox textbox--exercises\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Email Marketing - Additional Resources<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nBelow are several articles and an industry certification that provide more details and tips about email marketing:\r\n<ul>\r\n \t<li>\r\n<div><a href=\"https:\/\/websitesetup.org\/best-email-marketing-services\/\">9 Email Marketing Services for Small Business Websites, Blogs and eCommerce Sites<\/a> <em>(incl. features &amp; pricing plans)<\/em><\/div><\/li>\r\n \t<li>\r\n<div><a href=\"https:\/\/www.digitalmarketer.com\/blog\/101-best-email-subject-lines\/\">101 Top Email Subject Lines of 2020<\/a><\/div><\/li>\r\n \t<li><a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30684\/the-ultimate-list-of-email-spam-trigger-words.aspx\">The Ultimate List of Email SPAM Trigger Words<\/a><\/li>\r\n \t<li><a style=\"font-size: 1em;\" href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30594\/a-marketer-s-guide-to-getting-past-email-spam-filters.aspx\">29 Email Deliverability Tips for 2021<\/a><\/li>\r\n \t<li><a style=\"font-size: 1em;\" href=\"https:\/\/www.superoffice.com\/blog\/b2b-email-marketing-examples\/\">21 B2B Email Examples \/ Templates<\/a><\/li>\r\n \t<li><a style=\"font-size: 1em;\" href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\">Email Marketing Benchmarks<\/a><\/li>\r\n \t<li><a href=\"https:\/\/academy.hubspot.com\/courses\/email-marketing\">Hubspot Email Marketing Course - Free<\/a> <em>(3 hrs.)<\/em><\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<h3>Media Attributions<\/h3>\r\n<ul>\r\n \t<li>Email marketing role in lead generation framework\u00a0by Rochelle Grayson is licensed under a\u00a0<a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Email marketing results from Content Marketing Institute study\u00a0by Rochelle Grayson is licensed under a\u00a0<a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Email global audience by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Return vs investment by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Average Email statistics Canada by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Steps for a successful email marketing campaign by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Anti-spam legislation comparison \u2013 GDPR, CASL, CAN-SPAM by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n<\/ul>","rendered":"<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Learning Objectives<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>By the end of this chapter, you should be able to:<\/p>\n<ul>\n<li><strong>Explain<\/strong> why email marketing is important to digital marketing<\/li>\n<li><strong>List<\/strong> the seven steps of an email marketing campaign<\/li>\n<li><strong>Create<\/strong> effective content for email marketing<\/li>\n<li><strong>Explain<\/strong> the different types of email and how they are used<\/li>\n<li><strong>Describe<\/strong> ways to prevent emails from being marked as spam<\/li>\n<li><strong>Evaluate<\/strong> and improve email marketing performance<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<figure id=\"attachment_555\" aria-describedby=\"caption-attachment-555\" style=\"width: 410px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-555\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2.png\" alt=\"Define your target audience, set your goals &amp; objectives, develop content\/lead magnets, nuture &amp; close your leads, get customer referrals.\" width=\"410\" height=\"394\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2.png 2099w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-300x288.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-1024x984.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-768x738.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-1536x1475.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-2048x1967.png 2048w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-65x62.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-225x216.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Role-in-Lead-Generation-Framework-fix-2-2-350x336.png 350w\" sizes=\"auto, (max-width: 410px) 100vw, 410px\" \/><figcaption id=\"caption-attachment-555\" class=\"wp-caption-text\">Email Marketing Role in Lead Generation Framework<\/figcaption><\/figure>\n<p><span style=\"orphans: 1; text-align: initial; font-size: 14pt;\">Referring to our lead generation framework, email marketing plays a critical role in developing, nurturing, and closing leads. According to the Content Marketing Institute\u2019s 2020 Benchmarks, Budgets, and Trends Study, email marketing is the most effect content type in securing and nurturing leads and the second most effective in converting leads.<a class=\"footnote\" title=\"CONTENT MARKETING 2020 [PDF]\" id=\"return-footnote-120-1\" href=\"#footnote-120-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-561\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1.png\" alt=\"\" width=\"787\" height=\"287\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1.png 1810w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-300x109.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-1024x373.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-768x280.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-1536x560.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-65x24.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-225x82.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Marketing-Results-from-Content-Marketing-Institute-Study-fix-1-350x128.png 350w\" sizes=\"auto, (max-width: 787px) 100vw, 787px\" \/><\/p>\n<p>Let\u2019s take a further look into a few key statistics related to email marketing that highlight why email marketing is often considered the content marketing workhorse in a marketer\u2019s toolkit.<\/p>\n<h1>Why Email Marketing?<\/h1>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-489\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1.png\" alt=\"7.9 billion of world population, 4.03 billion email audience, 3.2 billion Facebook+Instagram audience.\" width=\"400\" height=\"401\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1.png 1957w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-300x300.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-1022x1024.png 1022w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-150x150.png 150w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-768x770.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-1533x1536.png 1533w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-65x65.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-225x225.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Email-Global-Audience-1-350x351.png 350w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/p>\n<p>In 2021, 4.03 billion people around the world use email and that number is expected to reach 4.48 billion by 2024. That\u2019s half of the world\u2019s population; no other digital platform comes close to the potential reach of email.<a class=\"footnote\" title=\"Number of e-mail users worldwide from 2017 to 2025\" id=\"return-footnote-120-2\" href=\"#footnote-120-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a> The latest\u00a0Facebook statistics\u00a0report over 2.2 billion monthly active users and even adding Instagram\u2019s 1 billion+ users to that number does not compare to the reach of email.<\/p>\n<p>And, in a recent Canadian Marketing Association survey, 81% of Canadians responded that they are comfortable receiving brand and company communications via email. In comparison, social media was in second place with 58%.<a class=\"footnote\" title=\"Share of consumers who are comfortable with receiving brand and company communications via selected digital channels in Canada in 2018 and 2019\" id=\"return-footnote-120-3\" href=\"#footnote-120-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a> What is also interesting is that overall, audiences\u2019 receptiveness to receiving brand messages regardless of channel is decreasing. This highlights the importance of providing valuable and insightful brand communications and in the appropriate channels so that your target audiences read your content. Many people are now separating their personal and professional social networks and as a result, marketers need to make sure their content is appropriate for each channel and what their <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\">target audiences<\/a> expect. Clearly, email is an acceptable digital marketing channel for brand messaging.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-115\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385.png\" alt=\"Return is money in. Investment is money out.\" width=\"400\" height=\"285\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385.png 2801w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-300x214.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-1024x729.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-768x547.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-1536x1094.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-2048x1459.png 2048w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-65x46.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-225x160.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/ROI-e1675365790385-350x249.png 350w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/p>\n<p>Another key benchmark to review is email\u2019s return on investment. <strong>Return on investment<\/strong> (ROI) measures how much revenue every dollar invested in a marketing campaign generates. In terms of ROI, email marketing delivers one of the highest returns on investment when done properly. This is largely because email marketing can be easier and cheaper to create and distribute and usually the target audience is already a somewhat qualified audience, i.e., subscribers have already expressed an interest in your brand, products, and services. In 2019, the average email ROI was $42 for every dollar spent on email marketing, according to both DMAand Litmus.<a class=\"footnote\" title=\"Marketer email tracker 2019 [PDF]\" id=\"return-footnote-120-4\" href=\"#footnote-120-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><a class=\"footnote\" title=\"Email Marketing ROI: What leads to better returns? [PDF]\" id=\"return-footnote-120-5\" href=\"#footnote-120-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a>\u00a0 In comparison, Google states that for every $1 spent on Google Ads (PPC), businesses earn an average revenue of $2. This is not to infer that PPC ads are not as valuable as emails; their main purpose is to attract new audiences and build brand awareness. However, marketers should note that email can be 20\u00d7 more effective when it comes to ROI.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-492\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix.png\" alt=\"Average Email Statistics Canada: open 21%, click 6%, unsubscribe 0.1%, spam 0.01%\" width=\"605\" height=\"194\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix.png 2206w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-300x96.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-1024x329.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-768x246.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-1536x493.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-2048x657.png 2048w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-65x21.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-225x72.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Average-Email-Statistics-Canada-fix-350x112.png 350w\" sizes=\"auto, (max-width: 605px) 100vw, 605px\" \/><\/p>\n<p>And, finally, based on the latest email benchmarking research from <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\">GetResponse<\/a>, the following email statistics are what Canadian marketers are seeing, on average:<\/p>\n<ul>\n<li><strong>Open rate<\/strong> (OR): 21%<br \/>\nOpen rate = number of opened emails \/ number of emails delivered \u00d7 100<br \/>\nKeep in mind that all emails on your email list may not be successfully delivered. As a result, you may also want to monitor the delivery rate.<\/li>\n<li><strong style=\"text-align: initial; font-size: 1em;\">Delivery (or bounce) rate<\/strong><span style=\"text-align: initial; font-size: 1em;\"> = number of emails delivered \/ number of emails sent \u00d7 100<\/span><\/li>\n<li><strong>Click-through rate<\/strong> (CTR): 6%<br \/>\nEmail click-through rate (CTR) tells you the number of people who clicked on any of the links inside of your email.<br \/>\nCTR = number of clicks \/ number of emails delivered \u00d7 100<\/li>\n<li><strong>Click-to-open rate<\/strong> (CTOR): 28%<br \/>\nThe click-to-open rate (CTOR) compares the number of people that opened your message with those who clicked on any of the links. This is an important metric to better understand how relevant and engaging your email content and calls-to-action were.<br \/>\nClick-to-open rate = click-through rate \/ open rate \u00d7 100<\/li>\n<li><strong>Unsubscribe rate<\/strong>: 0.1%<br \/>\nThis is the percentage of email subscribers who, on average, unsubscribe.<\/li>\n<li><strong>Spam<\/strong>: 0.01%<br \/>\nThis represents the percentage of subscribers who mark emails as spam.<\/li>\n<\/ul>\n<div class=\"h5p\">\n<div id=\"h5p-12\">\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-12\" class=\"h5p-iframe\" data-content-id=\"12\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Email Marketing Campaign Calculations\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<div class=\"pdf\">\n<div class=\"textbox\">\n<p><strong>H5P: Email Marketing Campaign Calculations<\/strong><\/p>\n<p>Now, let&#8217;s practice calculating some email marketing rates &#8230;<\/p>\n<p>The following metrics are related to a recent email campaign:<\/p>\n<ul>\n<li>Total subscribers: 10,000<\/li>\n<li>Emails delivered: 8,500<\/li>\n<li>Opened emails: 3,060<\/li>\n<li>Links clicked: 400<\/li>\n<li>Conversions: 102<\/li>\n<\/ul>\n<p>Given the above results, please calculate the following:<\/p>\n<ul>\n<li>Delivery \/ Bounce Rate:\n<ul>\n<li>Hint: Remember to present this as a percentage<\/li>\n<\/ul>\n<\/li>\n<li>Open Rate:<\/li>\n<li>Click-through Rate:\n<ul>\n<li>Hint: Only one decimal place needed<\/li>\n<\/ul>\n<\/li>\n<li>Click-to-open Rate:\n<ul>\n<li>No decimal places required<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Even though we haven&#8217;t provided the <strong>specific<\/strong> formulas, try to calculate the following rates based on your understanding of the other formulas:<\/p>\n<ul>\n<li>Conversion Rate:\n<ul>\n<li>Hint: It&#8217;s <strong>similar<\/strong> to CTR <em>(only one decimal point required for the answer)<\/em><\/li>\n<\/ul>\n<\/li>\n<li>Conversion-to-open Rate:\n<ul>\n<li>Hint: It&#8217;s <strong>similar<\/strong> to CTOR <em>(only one decimal point required for the answer)<\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p>Please note that there can be significant differences in averages based on the industry, target audience, and most importantly, the type of email campaign sent. <em>(We will review the various types of email later in this chapter.)<\/em> For example, let\u2019s look at the average email statistics related to \u201cinternet marketing\u201d, which are as follows:<\/p>\n<ul>\n<li><strong>Open rate<\/strong> (OR): 15%<br \/>\nThis is slightly lower than the overall Canadian email open rate of 21%.<\/li>\n<li><strong>Click-through rate<\/strong> (CTR): 1.66%<br \/>\nThis is significantly lower than the 6% cited above.<\/li>\n<li><strong>Click-to-open rate<\/strong>: 11%<br \/>\nThis rate is more than 50% lower than the 28% cited across all industries. It appears the content in internet marketing campaigns may not be as compelling as in other industries. Do you have any ideas as to why these click rates might be so much lower?<\/li>\n<li><strong>Unsubscribe rate<\/strong>: 0.12%<br \/>\nThis percentage is 20% higher than the overall average, which means in internet marketing, subscribers are 20% more likely to unsubscribe. Although the overall percentage is still quite low.<\/li>\n<li><strong>Spam<\/strong>: 0.01%<br \/>\nThis spam rate is the same as the average.<\/li>\n<\/ul>\n<p>For more industry benchmarks and details, do check out the <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\">full GetResponse study<\/a>.<\/p>\n<h1>Launching a Successful Email Campaign<\/h1>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-499\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2.png\" alt=\"Steps for a Successful Email Marketing Campaign\" width=\"509\" height=\"498\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2.png 2172w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-300x294.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-1024x1002.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-768x752.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-1536x1503.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-2048x2005.png 2048w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-65x64.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-225x220.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Steps-for-a-Successful-Email-Marketing-Campaign-fix-2-350x343.png 350w\" sizes=\"auto, (max-width: 509px) 100vw, 509px\" \/><\/p>\n<p>Now that we have presented many reasons why marketers should consider and spend time on email marketing, let\u2019s dive into the seven steps to launch a successful email marketing campaign:<\/p>\n<ol>\n<li><strong>Define Your Target Audience and Goals &amp; Objectives<\/strong><br \/>\nAs mentioned with all content marketing strategies, the first step is always to define your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\"><strong>target audience<\/strong><\/a> <em>(remember your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/customer-personas\/\" target=\"_blank\" rel=\"noopener\"><strong>customer personas<\/strong><\/a>!)<\/em> and set your specific email marketing <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/a-lead-generation-framework\/\" target=\"_blank\" rel=\"noopener\"><strong>goals and objectives<\/strong><\/a>.<\/li>\n<li><strong>Select an Email Service Provider (ESP)<\/strong><br \/>\nNext, you want to choose your email service provider. An <strong>email service provider<\/strong>, or ESP, is a company that offers email marketing services. These providers differ from an email client (like Gmail or Outlook) because they allow marketers to send out emails in bulk, i.e., large quantities, and also offer advanced features that help marketers manage, target, automate, and measure their email marketing activities better. Mailchimp is one of the most popular email marketing service providers primarily because they offer a free email marketing service plan. However, depending on your needs, you may want to use a different service. Here is a <a href=\"https:\/\/www.adamenfroy.com\/best-email-marketing-services\">fairly comprehensive list of popular email marketing services, including pricing and features<\/a>.<\/li>\n<li><strong>Build Your Target Email List(s)<\/strong><br \/>\nAfter deciding on an ESP, you can use email sign-up forms to capture your target audiences\u2019 email address and add them to your email list. Due to the following anti-spam and data protection legislation, it is strongly recommended that marketers build their email lists from scratch rather than purchase lists because the penalties and repercussions can be quite severe:<\/p>\n<div class=\"textbox\">\n<p>Anti-Spam Legislation &amp; Data Protection Laws<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-505\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix.png\" alt=\"Anti-Spam Legislation Comparison - GDPR, CASL, CAN-SPAM\" width=\"307\" height=\"215\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix.png 1268w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix-300x210.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix-1024x717.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix-768x538.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix-65x46.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix-225x158.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Anti-Spam-Legislation-Comparison-GDPR-CASL-CAN-SPAM-fix-350x245.png 350w\" sizes=\"auto, (max-width: 307px) 100vw, 307px\" \/><\/p>\n<p>Given the global nature of digital marketing, the following electronic communication laws are important to note and have significantly impacted and influenced how email lists are obtained and who marketers can send emails to.<\/p>\n<ul>\n<li><strong>General Data Protection Regulation (GDPR \u2013 EU)<\/strong><a class=\"footnote\" title=\"Data protection Rules for the protection of personal data inside and outside the EU.\" id=\"return-footnote-120-6\" href=\"#footnote-120-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a> Passed in 2016 and enforced starting in 2018, GDPR applies to both individuals and businesses. It is similar to CASL (more below), but extends opt-in rules to collection, sharing, and processing of personal information. GDPR requires renewed consent every time an organization wants to use personal information in a different way (with a few exceptions). Violation of this policy can result in up to \u20ac20 million in fines or 4% of annual global turnover (whichever is higher).<br \/>\nOne recent example is Amazon\u2019s \u20ac746 million GDPR fine, announcedin the company\u2019s July 2021 earnings report.<a class=\"footnote\" title=\"Why Amazon\u2019s \u00a3636m GDPR fine really matters\" id=\"return-footnote-120-7\" href=\"#footnote-120-7\" aria-label=\"Footnote 7\"><sup class=\"footnote\">[7]<\/sup><\/a> The full reasons behind the fine have not yet been confirmed, but the cause has to do with cookie consent. Unfortunately, this is not the first time Amazon has been punished for the way it collects and shares personal data via cookies. In late 2020, France fined Amazon \u20ac35 million it allegedly failed to get cookie consent on its website. While it is tempting to force users to \u201cagree\u201d to cookies\u2014or make opting out of cookies difficult\u2014to collect as much personal data as possible, European regulators are seriously enforcing the EU\u2019s cookie requirements. If Amazon had obtained \u201cfreely given\u201d, informed, and unambiguous opt-in consent before setting cookies on its users\u2019 devices, the company probably could have avoided this huge GDPR fine.<\/li>\n<li><strong>Canadian Anti-Spam Legislation (CASL &#8211; Canada)<\/strong><a class=\"footnote\" title=\"Canada\u2019s Anti-Spam Legislation (CASL)\" id=\"return-footnote-120-8\" href=\"#footnote-120-8\" aria-label=\"Footnote 8\"><sup class=\"footnote\">[8]<\/sup><\/a><br \/>\nPassed in 2019 and enforced starting in 2014, CASL applies to both individuals and businesses. It requires marketers to have subscribers opt-in with verbal or written consent before receiving any commercial electronic messages (CEM), which includes email, SMS, audio and video, sent within Canada. This also applies to any messages routed through Canadian servers and prohibits intrusive software like spyware and malware. There are two types of consent under CASL \u2013 express and implied. Express consent does not expire; however, the recipient has the right to withdraw their consent at any time. And, the onus is on the person sending the message to prove they have obtained consent to send the message. Violations of this policy can result in up to $1 million in fines for individuals and $10 million per business. Here is a <a href=\"https:\/\/crtc.gc.ca\/eng\/ce\/actions.htm#casl\">list of the latest CASL violations and the fines associated with them<\/a>.<\/li>\n<li><strong>Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM \u2013 US)<\/strong><a class=\"footnote\" title=\"Enforcement actions\" id=\"return-footnote-120-9\" href=\"#footnote-120-9\" aria-label=\"Footnote 9\"><sup class=\"footnote\">[9]<\/sup><\/a><br \/>\nPassed in the US in 2003 and enforced starting in 2004, CAN-SPAM applies to any commercial electronic mail messages (emails) and requires marketers to offer all subscribers an opt-out option on all communications. And, if an organization is found violating this policy, it can be fined up to $41,484 (adjusted for inflation) for each separate email in violation.<\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/li>\n<li>\u00a0<strong>List Management<br \/>\n<\/strong>Many marketers think that having an email list with as many email addresses as possible is the goal. In fact, it is much more important to keep your email lists up-to-date and \u201cclean\u201d. Having an email list with lots of subscribers who do not open or interact with it can impact your delivery rates and ultimately, may lead to your messages to be viewed as spam.<br \/>\nTo ensure that your subscribers want to receive your email messages, offer double opt-in, e.g., confirm consent by sending a follow-up email with a confirmation link to the subscriber\u2019s email address. You also want to provide clear unsubscribe directions in every communication. And, if you do have subscribers who are not engaging with your content, move them to a separate email list, i.e., segment them out, and target them using a re-engagement campaign (more about this later in the next section). If appropriate, you may also want to segment your email list based on interests, location, purchase behaviours, etc. Email list segmentation is valuable because it ensures your marketing messages are meeting the specific needs of that segmented audience.<\/li>\n<li><strong>Decide on the Type of Email<br \/>\n<\/strong>Now that you have built your email list(s) and know the interests and needs of each list, you should decide on the type of email you want to send. Most emails fall into two primary categories:<\/p>\n<ul>\n<li><strong>Triggered Emails<br \/>\n<\/strong>Triggered (or transactional or behavioural) emails are emails sent automatically based on pre-defined events or conditions met by an individual through certain behaviours, actions, or other signals. The most common triggered emails are welcome emails. These emails are sent immediately after someone signs up and welcomes them with tips, links, information about their login information, etc.<br \/>\nTriggered emails tend to have significantly higher open rates because they are tied to a recent activity and the recipient is usually interested in the information provided. For example, open rates for triggered emails are around 40% vs 20% for newsletters<span style=\"text-align: initial; font-size: 1em;\">.<\/span><a class=\"footnote\" title=\"Tactics. Average Results by Message Type.\" id=\"return-footnote-120-10\" href=\"#footnote-120-10\" aria-label=\"Footnote 10\"><sup class=\"footnote\">[10]<\/sup><\/a><span style=\"text-align: initial; font-size: 1em;\"> To execute these best, you will need to setup an automated email campaign, sometimes called a drip campaign, so that your ESP knows when to send the appropriate email. When setting up a triggered email campaign consider:<\/span><\/p>\n<ul>\n<li><strong>Which Triggered Emails to Include<\/strong><br \/>\nAn automated drip campaign typically includes 3 &#8211; 5 separate emails. Depending on the nature of the campaign or organization, some email types may be less appropriate.<\/li>\n<li><strong>Timing for Each Email<\/strong><br \/>\nA welcome email should come very quickly, but timing of the remaining emails could be 1, 2, 5, or 10 days apart and earlier triggered emails may come in quicker succession than later emails.<\/li>\n<li><strong>Content Dependencies<\/strong><br \/>\nA new subscriber who opens and clicks on every new email should be treated differently than a new subscriber who fails to open the onboarding emails. Similarly, an \u201cexit survey\u201d would only go to those who did not upgrade or respond to prior emails. These are examples of a dependency that would need to be built into the email automation.<\/li>\n<li><strong>Content within Each Email<\/strong><br \/>\nIn Step 5, we will go into more detail about how to design and craft your email content.<\/li>\n<li>Below are several examples of common triggered emails:\n<ul class=\"twocolumn\">\n<li>Welcome emails<\/li>\n<li>Account creation emails<\/li>\n<li>Password reset emails<\/li>\n<li>Abandoned cart emails<\/li>\n<li>Order confirmation emails<\/li>\n<li>Thank you emails<\/li>\n<li>Complementary product (cross- or up-selling) emails<\/li>\n<li>Order status emails<\/li>\n<li>Reorder emails<\/li>\n<li>Purchase receipt emails<\/li>\n<li>Account balance updates<\/li>\n<li>Review request emails, i.e., asking new customers to leave a review<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li><strong>Informational Emails<\/strong><br \/>\nInformational emails represent the second category of emails. These emails inform, educate, or entertain and here is a list of content usually included in informational emails:<\/p>\n<ul class=\"twocolumn\">\n<li>Industry articles<\/li>\n<li>Product testimonials<\/li>\n<li>Customer success stories or spotlights (case studies)<\/li>\n<li>Educational articles<\/li>\n<li>Links to useful sections of your website<\/li>\n<li>Questions and answers<\/li>\n<li>Special offers or coupons<\/li>\n<li>Expert opinions<\/li>\n<li>Tips and advice<\/li>\n<li>Product reviews and announcements of new products<\/li>\n<li>Upcoming events calendars<\/li>\n<li>Contest announcements<\/li>\n<li>Featured quotes<\/li>\n<li>Surveys, polls, and feedback<br \/>\nFor some visual examples of both triggered and information emails, please do check out this article, <a href=\"https:\/\/optinmonster.com\/13-types-of-emails-you-need-to-be-sending-your-email-list\/\">13 Types of Emails You Need to Be Sending Your Email List<\/a>.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li><strong>Create and Your Design Content<\/strong><br \/>\nOnce you have decided on the type of email you will be sending, it is time to focus on creating and designing your email content. When you are composing your email, you should note that there are some practices that may result in your emails being marked as spam. The following common \u201cspam triggers\u201d are ones you will want to avoid:<\/p>\n<ul>\n<li><strong> All Caps<\/strong><br \/>\nOffers and promotions in all caps are often spam. So, do not \u201cscream\u201d at your subscribers, and find other ways to show your excitement and enthusiasm.<\/li>\n<li><strong>\u201cSpammy\u201d Content<\/strong><br \/>\nSpammy content is content that is misleading, sensational, and of no use to the reader. Make sure your email messages provide value and match the interests of the reader.<\/li>\n<li><strong>High Image-to-Content Ratio<\/strong><br \/>\nA way spammers try to avoid email clients scanning their messages is to put text into an image. As a result, if an email has lots of images without many words describing those images or sentences providing context, there is a possibility that your email could be marked as spam. If you do use imagery extensively, be sure to use the HTML alt text tags to explain what is in the image and share some context as to why it is being included.<\/li>\n<li><strong>Poor HTML coding<br \/>\n<\/strong>This could come up if you are manually coding and\/or sending out your emails. For example, best practices include sending out both HTML \/ plain text versions and giving the subscriber the option to view the email in a web browser. If you use an ESP, these practices are built into those services and are why it is beneficial to use an ESP.<\/li>\n<li><strong>Exclamation Marks<\/strong><br \/>\nOnce again, spam messages often include excessive exclamation marks. Please note that you can include these; just use them sparingly.<\/li>\n<li><strong>Embedded Forms<\/strong><br \/>\nWhile it is attractive to collect information from your subscribers directly within an email, it is also a tactic spammers use to get readers to share personal and secure data. If you have a form, include a link to it so that subscribers know where it is being collected and that it is associated with your organization.<\/li>\n<li><strong>Videos<\/strong><br \/>\nWhile studies show that videos in emails do increase interactivity and engagement, spammers also use videos to circumvent monitoring.<a class=\"footnote\" title=\"13 Types of Emails You Need to Be Sending Your Email List\" id=\"return-footnote-120-11\" href=\"#footnote-120-11\" aria-label=\"Footnote 11\"><sup class=\"footnote\">[11]<\/sup><\/a> So, like images, use videos carefully, and make sure you provide context.<\/li>\n<li><strong>Attachments<\/strong><br \/>\nSometimes attachments cannot be avoided. Unfortunately, spammers also use attachments to deliver malware or viruses. If possible, try to avoid including attachments and simple provide a link where subscribers can download or access the file. Now that we\u2019ve discuss several spam triggers, let\u2019s shift our focus to making sure the other elements of your emails are strong and appropriate.<\/li>\n<li><strong style=\"font-size: 1em;\">Subject Lines<br \/>\n<\/strong>\u00a0There used to be a strong recommendation to keep subject lines short (less than 60 characters) because they might get cut off in the recipient\u2019s email client.<a class=\"footnote\" title=\"Tactics. Average Results by Message Type.\" id=\"return-footnote-120-12\" href=\"#footnote-120-12\" aria-label=\"Footnote 12\"><sup class=\"footnote\">[12]<\/sup><\/a> However, recent studieshave shown that longer, more descriptive subject lines can perform equally well, if not better. What is important is to have your subject line be straight forward, descriptive, and compelling. Marketers may also want to limit punctuation, e.g., less than 3 punctuation marks per subject line, use emojis carefully, and avoid hard selling. Although, as with any recommendation, test to make sure. In our <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/a-b-testing\/\" target=\"_blank\" rel=\"noopener\"><strong>A\/B testing chapter<\/strong><\/a>, we discuss testing best practices in more detail. That said, the following is a list of the most popular types of subject lines:<\/p>\n<ul class=\"twocolumn\">\n<li>Interests or Benefits Specific to the Recipient<\/li>\n<li>Curiosity<\/li>\n<li>Offer<\/li>\n<li>Urgency \/ Scarcity<\/li>\n<li>Personal<\/li>\n<li>News<\/li>\n<li>Social Proof<\/li>\n<li>Story<\/li>\n<\/ul>\n<\/li>\n<li><strong>Sender and Recipient Fields<\/strong><br \/>\nUse a familiar sender name, e.g., Alex Miller, as opposed a generic organizational name. Open rates tend to increase with email personalization, i.e., when both the \u201cTo\u201d and \u201cFrom\u201d fields are personalized. So, whenever possible try to capture the name of the subscriber to better personalize your messages.<\/li>\n<li><strong>Preview \/ Preheader Test<\/strong><br \/>\nMost email templates have an area at the top of the email that gets shown in the email client prior to opening the message (see red box below).<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-119 size-large\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-1024x56.png\" alt=\"Email Preview \/ Preheader Text Example\" width=\"1024\" height=\"56\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-1024x56.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-300x17.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-768x42.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-1536x85.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-2048x113.png 2048w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-65x4.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-225x12.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Email-Preview-350x19.png 350w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>Take advantage of this content and present specific subscriber benefits included in the email. More descriptive preview \/ preheader text also increases open rates.<\/li>\n<li><strong>Imagery<\/strong><br \/>\nOnce again, use Alt tags to describe all your email images and videos.<\/li>\n<li><strong>Body Content<\/strong><br \/>\nKeep emails short and focused. The goal with most emails is to nurture and convert your subscribers. Shorter and more frequent exchanges are a better strategy than longer and less frequent ones. If possible, break up your content into shorter pieces; this will give you more opportunity to engage with your audience and keep their attention. Along these lines, also limit your calls-to-action <em>(remember the attention ratio?)<\/em> Fewer calls-to-action keep your emails focused and allow you to better assess your audiences\u2019 interests based on their engagement with each email.<br \/>\nWhile entertainment can work well for B2C campaigns, B2B content should focus on value-based, informational, and profit-based topics, which also work for B2C audiences. That said, always test to find out what specifically resonates with your target audiences.<br \/>\nThere are several services that can help identify &#8220;spam triggers&#8221;. Here are a few that provide feedback to optimize your emails for improved deliverability:<\/p>\n<ul>\n<li><strong>Mail-Tester<a class=\"footnote\" title=\"Mail-Tester\" id=\"return-footnote-120-13\" href=\"#footnote-120-13\" aria-label=\"Footnote 13\"><sup class=\"footnote\">[13]<\/sup><\/a><\/strong><br \/>\nEvery time someone visits Mail-Tester.com, they&#8217;ll see a treehouse with a auto-generated email address listed on it that changes every time you visit the site. Simply send your email to the address listed, then click &#8220;Check Your Score<strong>.<\/strong>&#8221; Mail-Tester will give you a free email deliverability score based on the email that was sent to the unique email address. Free users can access the report for seven days. Paid subscribers get unlimited email tests and reports that last for 30 days.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Landing Pages<\/strong><br \/>\nAfter developing the content for your email messages, make sure the wording, sentiment, imagery, and calls-to-action are consistent with any <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/website-and-landing-page-optimization\/\" target=\"_blank\" rel=\"noopener\"><strong>landing pages<\/strong><\/a> related to those emails. You want the messaging to be the same and to deliver on what you discussed in the email.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Schedule &amp; Automate<\/strong><br \/>\nEven though there are numerous articles that will suggest the best time(s) to send emails, the best time to send your emails will largely depend on your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\"><strong>target audience<\/strong><\/a>. Think about when your audience is most likely to check their inboxes and when will they have time to read your content. For example, if your target audience is university students, you might want to send your emails in the late evening after they have finished their classes. Sending an email in the middle of the day may not be seen if they are busy working or attending classes.<br \/>\nOptimal timing is something you can easily test. It is recommended that you send out emails at different times and on different days to see which combinations result in the highest subscriber engagement and conversions. Only through your own primary research will you truly understand the best times to send out emails to your target audiences.<br \/>\nFor triggered emails, scheduling will usually be tied to specific events, actions, or behaviours. In these cases, you will want to use an automated email system that allows you to determine and program a specific sequence and timing of emails, i.e., when each email will be sent and based on which triggers. In this article, Best Email Automation Tools,\u00a0 the authors review several ESPs that work particularly well for advanced, automated \/ triggered email campaigns.<a class=\"footnote\" title=\"Best Email Marketing Automation Tools: Sendinblue vs Drip vs ConvertKit vs Mailchimp vs Mailjet vs Infusionsoft\" id=\"return-footnote-120-14\" href=\"#footnote-120-14\" aria-label=\"Footnote 14\"><sup class=\"footnote\">[14]<\/sup><\/a> Their shortlist includes:<\/p>\n<ul>\n<li><strong>Sendinblue<a class=\"footnote\" title=\"Sendinblue\" id=\"return-footnote-120-15\" href=\"#footnote-120-15\" aria-label=\"Footnote 15\"><sup class=\"footnote\">[15]<\/sup><\/a><\/strong><\/li>\n<li><strong>Mailchimp<a class=\"footnote\" title=\"Mailchimp\" id=\"return-footnote-120-16\" href=\"#footnote-120-16\" aria-label=\"Footnote 16\"><sup class=\"footnote\">[16]<\/sup><\/a><\/strong><\/li>\n<li><strong>Mailjet<a class=\"footnote\" title=\"Mailjet\" id=\"return-footnote-120-17\" href=\"#footnote-120-17\" aria-label=\"Footnote 17\"><sup class=\"footnote\">[17]<\/sup><\/a><\/strong><\/li>\n<li><strong>Drip<a class=\"footnote\" title=\"Drip\" id=\"return-footnote-120-18\" href=\"#footnote-120-18\" aria-label=\"Footnote 18\"><sup class=\"footnote\">[18]<\/sup><\/a><\/strong><\/li>\n<li><strong>ConvertKit<a class=\"footnote\" title=\"ConvertKit\" id=\"return-footnote-120-19\" href=\"#footnote-120-19\" aria-label=\"Footnote 19\"><sup class=\"footnote\">[19]<\/sup><\/a><\/strong><\/li>\n<li><strong>Infusionsoft<a class=\"footnote\" title=\"Infusionsoft\" id=\"return-footnote-120-20\" href=\"#footnote-120-20\" aria-label=\"Footnote 20\"><sup class=\"footnote\">[20]<\/sup><\/a><\/strong><\/li>\n<\/ul>\n<\/li>\n<li><strong>Test, Measure, and Iterate<\/strong><br \/>\nTo optimize your email activities, it is critical to test, review your results, and adapt. Even though email marketing can have a high ROI, it is still necessary to review your results to understand what is working and what is not. Test your sending times, subject lines, calls-to-action, and content. While there are many email marketing recommendations, much depends on your target audience, specific email content, and industry. In the next chapter, we will dive into <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/a-b-testing\/\" target=\"_blank\" rel=\"noopener\"><strong>A\/B testing<\/strong><\/a> and email marketing is one area where you can apply A\/B testing techniques quite effectively.<\/li>\n<\/ol>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ol>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ol>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Key Takeaways<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Incorporate your email marketing strategy into your overarching content marketing strategy, content calendar, and lead nurturing strategies<\/p>\n<ul>\n<li>Email marketing has the highest potential reach and ROI of all digital marketing channels<\/li>\n<\/ul>\n<ul>\n<li>To analyze your email marketing activities, calculate, review, and compare the following rates relative to industry benchmarks and results from your previous email campaigns \/ activities:\n<ul>\n<li>Delivery (or bounce) rate<\/li>\n<li>Open rate<\/li>\n<li>Click-through rate<\/li>\n<li>Click-to-open rate<\/li>\n<li>Conversion rate<\/li>\n<li>Conversion-to-open rate<\/li>\n<li>Unsubscribe rate<\/li>\n<li>Spam<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>There are seven key steps to launching a successful email campaign:\n<ol>\n<li>Define your target audience and goals &amp; objectives<\/li>\n<li>Select an email service provider (ESP)<\/li>\n<li>Build a target email list<\/li>\n<li>Determine the type of email &#8211; triggered or informational email<\/li>\n<li>Create and design the email content<\/li>\n<li>Schedule and automate the sending of emails<\/li>\n<li>Test, measure, and iterate to optimize your email marketing results and ROI<\/li>\n<\/ol>\n<\/li>\n<\/ul>\n<ul>\n<li>Use your <strong><a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/customer-personas\/\" target=\"_blank\" rel=\"noopener\">customer personas<\/a>\u2019<\/strong> interests, motivations, goals, challenges, pain points, etc. to drive your original and curated email content topics. (Remember the important role of <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/content-marketing\/\" target=\"_blank\" rel=\"noopener\"><strong>curated content<\/strong><\/a>?)<\/li>\n<\/ul>\n<ul>\n<li>Craft compelling subject lines and email content for your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/target-market-and-audiences\/\" target=\"_blank\" rel=\"noopener\"><strong>target audience<\/strong><\/a>. Remember to use your <a class=\"internal\" href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/search-engine-optimization\/\" target=\"_blank\" rel=\"noopener\"><strong>keywords and key phrases<\/strong><\/a> in your email content, as well.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"textbox textbox--exercises\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Email Marketing &#8211; Additional Resources<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Below are several articles and an industry certification that provide more details and tips about email marketing:<\/p>\n<ul>\n<li>\n<div><a href=\"https:\/\/websitesetup.org\/best-email-marketing-services\/\">9 Email Marketing Services for Small Business Websites, Blogs and eCommerce Sites<\/a> <em>(incl. features &amp; pricing plans)<\/em><\/div>\n<\/li>\n<li>\n<div><a href=\"https:\/\/www.digitalmarketer.com\/blog\/101-best-email-subject-lines\/\">101 Top Email Subject Lines of 2020<\/a><\/div>\n<\/li>\n<li><a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30684\/the-ultimate-list-of-email-spam-trigger-words.aspx\">The Ultimate List of Email SPAM Trigger Words<\/a><\/li>\n<li><a style=\"font-size: 1em;\" href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30594\/a-marketer-s-guide-to-getting-past-email-spam-filters.aspx\">29 Email Deliverability Tips for 2021<\/a><\/li>\n<li><a style=\"font-size: 1em;\" href=\"https:\/\/www.superoffice.com\/blog\/b2b-email-marketing-examples\/\">21 B2B Email Examples \/ Templates<\/a><\/li>\n<li><a style=\"font-size: 1em;\" href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\">Email Marketing Benchmarks<\/a><\/li>\n<li><a href=\"https:\/\/academy.hubspot.com\/courses\/email-marketing\">Hubspot Email Marketing Course &#8211; Free<\/a> <em>(3 hrs.)<\/em><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h3>Media Attributions<\/h3>\n<ul>\n<li>Email marketing role in lead generation framework\u00a0by Rochelle Grayson is licensed under a\u00a0<a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Email marketing results from Content Marketing Institute study\u00a0by Rochelle Grayson is licensed under a\u00a0<a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Email global audience by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Return vs investment by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Average Email statistics Canada by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Steps for a successful email marketing campaign by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Anti-spam legislation comparison \u2013 GDPR, CASL, CAN-SPAM by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<\/ul>\n<hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-120-1\"><\/span><a style=\"orphans: 1; text-align: initial; font-size: 14pt;\" href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/12\/2020_B2C_Research_Final.pdf\">CONTENT MARKETING 2020 [PDF]<\/a><span style=\"orphans: 1; text-align: initial; font-size: 14pt;\"> <a href=\"#return-footnote-120-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-120-2\"><a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\">Number of e-mail users worldwide from 2017 to 2025<\/a>  <a href=\"#return-footnote-120-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-120-3\"><a href=\"https:\/\/www.statista.com\/statistics\/553738\/leading-methods-consumer-online-interaction-with-companies-canada\/\">Share of consumers who are comfortable with receiving brand and company communications via selected digital channels in Canada in 2018 and 2019<\/a>  <a href=\"#return-footnote-120-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-120-4\"><a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\">Marketer email tracker 2019 [PDF]<\/a> <a href=\"#return-footnote-120-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-120-5\"><a href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\/\">Email Marketing ROI: What leads to better returns? [PDF]<\/a> <a href=\"#return-footnote-120-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><li id=\"footnote-120-6\"><a href=\"https:\/\/ec.europa.eu\/info\/law\/law-topic\/data-protection_en\">Data protection Rules for the protection of personal data inside and outside the EU.<\/a> <a href=\"#return-footnote-120-6\" class=\"return-footnote\" aria-label=\"Return to footnote 6\">&crarr;<\/a><\/li><li id=\"footnote-120-7\"><a href=\"https:\/\/www.wired.co.uk\/article\/amazon-gdpr-fine\">Why Amazon\u2019s \u00a3636m GDPR fine really matters<\/a> <a href=\"#return-footnote-120-7\" class=\"return-footnote\" aria-label=\"Return to footnote 7\">&crarr;<\/a><\/li><li id=\"footnote-120-8\"><a href=\"https:\/\/crtc.gc.ca\/eng\/internet\/anti.htm\">Canada\u2019s Anti-Spam Legislation (CASL)<\/a> <a href=\"#return-footnote-120-8\" class=\"return-footnote\" aria-label=\"Return to footnote 8\">&crarr;<\/a><\/li><li id=\"footnote-120-9\"><a href=\"https:\/\/crtc.gc.ca\/eng\/ce\/actions.htm#casl\">Enforcement actions<\/a> <a href=\"#return-footnote-120-9\" class=\"return-footnote\" aria-label=\"Return to footnote 9\">&crarr;<\/a><\/li><li id=\"footnote-120-10\"><a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks#tactics\">Tactics. Average Results by Message Type.<\/a> <a href=\"#return-footnote-120-10\" class=\"return-footnote\" aria-label=\"Return to footnote 10\">&crarr;<\/a><\/li><li id=\"footnote-120-11\"><a href=\"https:\/\/optinmonster.com\/13-types-of-emails-you-need-to-be-sending-your-email-list\/\">13 Types of Emails You Need to Be Sending Your Email List<\/a> <a href=\"#return-footnote-120-11\" class=\"return-footnote\" aria-label=\"Return to footnote 11\">&crarr;<\/a><\/li><li id=\"footnote-120-12\"><a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks#tactics\">Tactics. Average Results by Message Type.<\/a> <a href=\"#return-footnote-120-12\" class=\"return-footnote\" aria-label=\"Return to footnote 12\">&crarr;<\/a><\/li><li id=\"footnote-120-13\"><a href=\"https:\/\/www.mail-tester.com\/\">Mail-Tester<\/a> <a href=\"#return-footnote-120-13\" class=\"return-footnote\" aria-label=\"Return to footnote 13\">&crarr;<\/a><\/li><li id=\"footnote-120-14\"><a href=\"https:\/\/www.codeinwp.com\/blog\/best-email-marketing-automation-tools\/\">Best Email Marketing Automation Tools: Sendinblue vs Drip vs ConvertKit vs Mailchimp vs Mailjet vs Infusionsoft<\/a> <a href=\"#return-footnote-120-14\" class=\"return-footnote\" aria-label=\"Return to footnote 14\">&crarr;<\/a><\/li><li id=\"footnote-120-15\"><a href=\"https:\/\/www.sendinblue.com\/\">Sendinblue<\/a> <a href=\"#return-footnote-120-15\" class=\"return-footnote\" aria-label=\"Return to footnote 15\">&crarr;<\/a><\/li><li id=\"footnote-120-16\"><a href=\"https:\/\/mailchimp.com\/en-ca\/\">Mailchimp<\/a> <a href=\"#return-footnote-120-16\" class=\"return-footnote\" aria-label=\"Return to footnote 16\">&crarr;<\/a><\/li><li id=\"footnote-120-17\"><a href=\"https:\/\/www.mailjet.com\/\">Mailjet<\/a> <a href=\"#return-footnote-120-17\" class=\"return-footnote\" aria-label=\"Return to footnote 17\">&crarr;<\/a><\/li><li id=\"footnote-120-18\"><a href=\"https:\/\/www.drip.com\/\">Drip<\/a> <a href=\"#return-footnote-120-18\" class=\"return-footnote\" aria-label=\"Return to footnote 18\">&crarr;<\/a><\/li><li id=\"footnote-120-19\"><a href=\"https:\/\/convertkit.com\/\">ConvertKit<\/a> <a href=\"#return-footnote-120-19\" class=\"return-footnote\" aria-label=\"Return to footnote 19\">&crarr;<\/a><\/li><li id=\"footnote-120-20\"><a href=\"https:\/\/keap.com\/\">Infusionsoft<\/a> <a href=\"#return-footnote-120-20\" class=\"return-footnote\" aria-label=\"Return to footnote 20\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":90,"menu_order":8,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[49],"contributor":[],"license":[],"class_list":["post-120","chapter","type-chapter","status-publish","hentry","chapter-type-standard"],"part":66,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/120","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":18,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/120\/revisions"}],"predecessor-version":[{"id":562,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/120\/revisions\/562"}],"part":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/parts\/66"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/120\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/media?parent=120"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapter-type?post=120"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/contributor?post=120"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/license?post=120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}