{"id":4229,"date":"2016-04-12T16:52:00","date_gmt":"2023-10-18T16:52:43","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4229"},"modified":"2023-10-18T17:35:58","modified_gmt":"2023-10-18T17:35:58","slug":"iq-test-email-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/iq-test-email-marketing-strategy\/","title":{"rendered":"An IQ Test For Your Email Marketing Strategy"},"content":{"rendered":"\n

Now before anyone gets offended, no one is saying the way Canadian small and medium-sized businesses do email marketing today is \u201cdumb.\u201d It\u2019s just that the strategy, execution and results involved in what experts describe as intelligent email can help separate industry leaders from the laggards.<\/p>\n

A recent report from eMarketer<\/a> suggested that Canadian SMBs will be placing more emphasis on email marketing than ever before. The level of investment between 2014 to 2015 in this channel rose 14.8 per cent, for example. The firm is forecasting an additional 10 per cent lift in email marketing in Canada this year beyond the $21.8 million that\u2019s spent today.<\/p>\n

\"Fourth<\/img><\/a><\/p>\n

When\u2019s The Last Time You Asked Permission?<\/b><\/p>\n

One of the biggest differences between email marketing in Canada vs. other regions is our legal environment. As the eMarketer report points out, there were widespread fears a few years ago that the Canada Anti-Spam Legislation, or CASL, would curb the use of email as a marketing channel by many firms. Instead, companies have learned they need to ensure customers opt in to receive messages first. This should happen soon after a relationship has been established. Intelligent email marketing is all about weaving the opportunity to receive regular updates a standard part of the way your business operates.<\/p>\n

What Did Your List Agree To, Other Than Yes?<\/b><\/p>\n

Although permission-based email is now the norm, personalization should be where Canadian SMBs prioritize their efforts. In other words, email messages to customers should feel like they were sent with the recipient\u2019s interests and preferences in mind.<\/p>\n

While some sign-up areas on landing pages only ask for a name and email address, consider other details that will ensure you can segment your list from the get-go. Otherwise, the only option left is a \u201cmanage preferences\u201d link which often leads directly to a simple \u201cunsubscribe.\u201d<\/p>\n

How Often?<\/i><\/b> Define the likely frequency with which you\u2019ll use email as a contact method. Customers may be more likely to opt in if they realize you\u2019re not going to be filling up their inbox every other day.<\/p>\n

What Kind?<\/i><\/b> Email marketing can take many different forms. Some customers will want to hear about new product and service launches. Others will only want to know about discounts or promotions. Events or webinars may be the main reason a select audience will click \u201cyes.\u201d Identify these and keep an \u201call\u201d option for your most engaged customers.<\/p>\n

Which Topics?<\/i><\/b> Instead of merely listing product or service categories, identify themes or subject areas your email marketing messages will cover that relate to your customer\u2019s needs. For example, \u201cSales growth\u201d might be a good fit for many B2B customers, as might \u201cCost Reduction,\u201d \u201cInnovation,\u201d and so on.<\/p>\n

Intelligent email marketing is a way of demonstrating how highly you regard your audience\u2019s intelligence, and that you\u2019re ready to act accordingly.<\/p>\n

How Will Your Email List Recognize You?<\/b><\/p>\n

We\u2019ve all occasionally received a message where a mail merge fails \u2013 the infamous \u201cDear,\u201d \u2013 but SMBs that want to nurture customer relationships need to go much further than merely getting someone\u2019s first name to show up. These are just some of the ways you can take a more intelligent approach:<\/p>\n