While it seems like everyone is Tweeting about the next big thing, e-mail blasts are still one of the most accepted and effective ways of communicating directly with a large audience. Canadians are particularly receptive to marketing e-mails, registering to an average of 8.5 lists and in the retail industry the open rate still averages over 17%. (MailChimp.com) The key to gaining this permission is to send creative, relevant and trustworthy messages.

Sending unwanted e-mails can not only damage your reputation, it is prohibited under Canada’s data privacy act, and can lead to fines and even prosecution. How can you play within the rules here in Canada, and avoid getting blacklisted as SPAM?

Tips collected from Industry Canada’s Task force on SPAM

• Collect express consent from those who wish to join your mailing list
• Include an opt-out option on every e-mail sent, and include a link to your online privacy policy
• The sender must be disclosed and subject must be an accurate descriptor of the content

Tips from our experts:

• Send a thank you, or a reminder e-mail right-away so that you can be added to a safe list
• Stay current! Send promotional e-mails are sent at least once per quarter, so that your hard-earned recipients do not flag you as SPAM when they forget they signed up once-upon-a-time
• Send interesting, relevant e-mails by monitoring the response rate to past messages

One of the most direct and efficient marketing channels continues to be e-mail, so it should be used properly and not abused. Overall, customers are happy to receive e-mails as their marketing method of choice, as long as it is done in with the right intentions and with proper research. When e-blasts are tailored to suit the audience and have the proper approach, the customers will be loyal and enjoy the respect they’re being given.

What has your experience been? We want to know!

Cheryl Cardon, President
Circus Strategic Communications Inc.

Find us online at:
CircusCommunications.ca
Facebook
Twitter @CircusStrategic
Linked In
Youtube