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E-mail Marketing Primer
E-mail marketing is a form of direct response marketing that uses e-mail to deliver sales messages. An important component of legitimate e-mail marketing is that it mails to lists that are privacy compliant.While e-mail marketing can be very effective, marketers must understand the process thoroughly. Following the rules and the conventions can decrease the costs and increase the response rates of your e-mail marketing campaign. More importantly, failing to follow the conventions can put you in violation of federal and provincial laws.
Working with an established, experienced firm like Cornerstone can ensure that you are in line with all conventions and laws, especially as they relate to privacy compliance. This brief guide should give you what you need to get started.
Use the Direct Marketing Campaign Planner to start planning your next e-mail marketing campaign.
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Considering E-mail
As you consider e-mail marketing as part of your direct response marketing strategy, you'll want to think about its advantages and disadvantages. You'll also want to make sure you comply with the laws and conventions that govern e-mail marketing, and that you follow industry best practices.Getting Ready
Once you've decided to include e-mail marketing in your direct response marketing campaign, there are a few things you will need to pull together. Getting ready for your e-mail marketing campaign includes conceptualizing and executing the creative, securing your lists and establishing a landing page.Dealing with Spam Filters
Despite your meticulous attention to privacy compliance and other e-mail marketing conventions, you still need to worry about spam filters. These filters are programs, sometimes installed on your prospects' computers, which block suspected spam.Comparing Canadian and U.S. Spam Laws
When targeting an audience in the United States, Canadian e-mail marketers need to adhere to that country's CAN-SPAM law. Use our convenient CAN-SPAM Versus Canadian Convention Table to learn some of the differences between CAN-SPAM and e-mailing in Canada.
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