{"id":7201,"date":"2018-03-29T16:02:36","date_gmt":"2018-03-29T16:02:36","guid":{"rendered":"https:\/\/liquidcapitalcorp.com\/?p=7201"},"modified":"2026-07-22T14:12:54","modified_gmt":"2026-07-22T14:12:54","slug":"email-marketing-program-launch","status":"publish","type":"post","link":"https:\/\/liquidcapitalcorp.com\/fr\/blog\/biz-tips\/email-marketing-program-launch\/","title":{"rendered":"4 Steps to Launch Your Company\u2019s New Email Marketing Program"},"content":{"rendered":"<h3><em>Part 1 of the \u201cDo-it-Right Email Marketing\u201d series.<\/em><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7202\" src=\"https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program.png\" alt=\"email marketing program\" width=\"749\" height=\"419\" srcset=\"https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program.png 1280w, https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program-300x168.png 300w, https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program-768x430.png 768w, https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program-1030x576.png 1030w, https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program-705x394.png 705w, https:\/\/liquidcapitalcorp.com\/wp-content\/uploads\/2018\/03\/email-marketing-program-450x252.png 450w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><\/p>\n<p>Do you have customers who might benefit from hearing from you more often? Inactive customers you\u2019d love to try to re-engage? Prospects who ignore your phone calls? If so, it\u2019s probably time to launch a new email marketing program.<\/p>\n<p>According to the <a href=\"http:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2017\/01\/Email-Statistics-Report-2017-2021-Executive-Summary.pdf\">Email Statistics Report from The Radicati Group<\/a>, there were 269 billion emails sent per day in 2017. By 2021, this figure is expected to rise to almost 320 billion. As much as we love shiny new communication channels like What\u2019s App and Twitter, clearly, email is still an integral part of our lives and isn\u2019t going away. This is even more true in the business world.<\/p>\n<p>A well-developed email program can do wonders for a business. It can enable you to:<\/p>\n<ul>\n<li>Increase awareness of your products, services and solutions<\/li>\n<li>Share ideas, stories and information your audience can\u2019t get elsewhere<\/li>\n<li>Promote upcoming events<\/li>\n<li>Keep in touch with buyers and potential buyers<\/li>\n<li>Entice prospects to set up a meeting<\/li>\n<li>Generate new business<\/li>\n<\/ul>\n<p>To ensure your email marketing program gets off to a solid start, follow these four guidelines.<\/p>\n<h2><strong>1. Get your lists together<\/strong><\/h2>\n<p>It doesn\u2019t matter how compelling your content is or if your template design is jaw-dropping: if you aren\u2019t reaching the right people, all of your behind-the-scenes efforts will be for naught.<\/p>\n<p>Your primary audience should be your customers, inactive customers and prospects. If you can break up these groups further, that\u2019s ideal. Can you split your customer list into regular purchasers vs. those who haven\u2019t purchased in 12 months? By dollar amount? Region? Segmenting your list will allow you to tailor your email campaigns.<\/p>\n<p>Chances are you have access to association and networking group lists. Don\u2019t automatically add those contacts to your database or you will be in violation of spam legislation (<a href=\"http:\/\/fightspam.gc.ca\/eic\/site\/030.nsf\/eng\/home\">CASL<\/a> in Canada or the <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/can-spam-act-compliance-guide-business\">CAN-SPAM Act<\/a> in the United States). First seek the permission of your colleagues, explaining that your emails will be educational and informational. If you don\u2019t, you may end up with a ton of spam reports, opt-outs and potentially even fines.<\/p>\n<p>It is a good idea to have vendors and employees subscribe to your lists, too. The former may gain insights about your organization that ultimately benefit you, while the latter will likely demonstrate more interest in your email marketing efforts if you include them in the process. <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/32028\/25-clever-ways-to-grow-your-email-marketing-list.aspx\">Here are other ideas for growing your email database<\/a>.<\/p>\n<h2><strong>2. Choose your \u201cemail service provider\u201d carefully<\/strong><\/h2>\n<p>The next step is <a href=\"https:\/\/www.top10emailmarketingservices.com\/?utm_source=google&amp;kw=email%20service%20providers&amp;c=238770610302&amp;t=search&amp;p=&amp;m=p&amp;adpos=1t2&amp;dev=c&amp;devmod=&amp;mobval=0&amp;network=g&amp;campaignid=791597735&amp;adgroupid=43903142849&amp;targetid=kwd-296000157802&amp;interest=&amp;physical=9021448&amp;feedid=&amp;a=492&amp;ts=&amp;topic=&amp;gclid=EAIaIQobChMI4b3XifPD2QIVxR6GCh1pPggvEAAYAiAAEgIp6_D_BwE\">choosing the platform you will use to send your email campaigns<\/a> \u2013 your email service provider.<\/p>\n<p>There are many affordable providers that cater to do-it-yourselfers (such as <a href=\"https:\/\/www.constantcontact.com\/\">Constant Contact<\/a>, <a href=\"https:\/\/mailchimp.com\/\">MailChimp<\/a> and <a href=\"https:\/\/myemma.com\/\">Emma<\/a>) by offering pre-designed, customizable templates or the option of uploading HTML code for a custom design. Be sure to compare platforms and carefully consider factors like features, support and deliverability.<\/p>\n<h2><strong>3. Plan helpful content for your audience<\/strong><\/h2>\n<p>One of the biggest challenges for many small businesses is what to say to their audience. It\u2019s natural to want to focus on what your organization offers, and heavily promote your products or services. Unless you\u2019re a behemoth and much-loved brand, however, that\u2019s the last thing your audience wants to read.<\/p>\n<p>To capture \u2013 and keep \u2013 the interest of your customers and prospects, dedicate your messaging to <em>their<\/em> interests and needs. Your content should include anecdotes, how-to documentation, case studies, resources, industry news, trends, new product information, and only if appropriate, special offers.<\/p>\n<p>No more than 20 per cent of your material should be promotional or you\u2019ll turn off buyers.<\/p>\n<h2><strong>4. Design for email, not for print<\/strong><\/h2>\n<p><a href=\"https:\/\/www.thoughtco.com\/designing-for-print-vs-the-web-1697624\">Email is a different animal than print<\/a>. If you\u2019ve ever received an email with fuzzy images or text that was difficult to read, it means the designer didn\u2019t understand the difference.<\/p>\n<p>A typical email template is 600 pixels wide, while an 8.5 x 11\u201d piece of paper is 2,550 pixels wide. That means you can\u2019t take a layout created for print, then drop a picture of it into an email template and expect it to look stellar. Either recreate it at 600 pixels wide or create a complimentary design comprised of smaller images, body text, headings, subheads and multiple links.<\/p>\n<p>Equally important, your email campaigns need to look good on both desktop <em>and<\/em> mobile devices. Even if you sell strictly to businesses, it\u2019s likely that 25 to 35 per cent of your audience will view your emails on a smartphone or tablet. If your campaigns aren\u2019t easy to view, you will unintentionally encourage your contacts to delete your emails or unsubscribe.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Cathy Cain-Blank is President of <\/em><a href=\"https:\/\/www.ccmarketing-communications.com\/who-we-are\/\"><em>CC Marketing and Communications<\/em><\/a><em>, specializing in developing and deploying effective email marketing campaigns for businesses across North America.<\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Part 1 of the \u201cDo-it-Right Email Marketing\u201d series. Do you have customers who might benefit from hearing from you more often? Inactive customers you\u2019d love to try to re-engage? Prospects who ignore your phone calls? If so, it\u2019s probably time to launch a new email marketing program. According to the Email Statistics Report from The [&hellip;]<\/p>\n","protected":false},"author":118,"featured_media":7202,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[148],"tags":[],"class_list":["post-7201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biz-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Steps to Launch Your Company&#039;s New Email Marketing Program<\/title>\n<meta name=\"description\" content=\"Do you have customers who might benefit from hearing from you more often? Inactive customers you\u2019d love to try to re-engage? Prospects who ignore your phone calls? If so, it\u2019s probably time to launch a new email marketing program. 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