Email Marketing

Email marketing is sending commercial emails to a list of contacts who have given their express permission to receive email communications from you. 

You can use email marketing to inform your contacts, drive sales, and build a community around your brand, like with a newsletter. Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. This may sound time-consuming, but marketing automation does the heavy lifting for you.

How can email marketing help Your business?

Email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing. Why is that? With all the hype over new channels, why is decades-old technology still one of the most effective marketing strategies? Despite the rise of social, people use email more than other platforms. After all, what’s the good of marketing to someone if they’re not there? Data shows that most people are on email—and the number increases every year.

Send exactly what your contacts want to see

What happens when you need to send different messages to different audiences? Segmentation and dynamic content make it easy to customize your message and send targeted emails to exactly the right contact.

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Email marketing that’s personalized and personal

Personalize your emails based on any contact information you have. When you send exactly what your contacts want to see, your emails feel personal. And more people engage with your emails.

Find what works, then test to find what works better

Reporting helps you see which emails are performing and which ones could use work. Then, you can use simple split testing to make your emails get more opens, clicks, and buys.

email marketing reporting

Email Marketing Industries Serviced

I’ve had the pleasure of working with great clients across Canada and the United States.

I understand that every industry is different and that’s why there is no one-size-fits-all marketing strategy. I will research your industry and  competition to tailor a strategy specific to your desired business goals.

Let’s schedule a call to talk about your goals and how digital marketing can achieve them.

Digital Marketing Strategy Session

Establishing key performance indictors (KPIs) is a necessary step in digital marketing. It is important to compare actual results with goals to map progress.

The first step in creating a digital marketing strategy is to complete a thorough audit and competitor analysis.

Strategy session includes

Free 30-Minute digital marketing Strategy Session

What will you get?
  • Expert Advice
  • How To's & Tips
  • Competitive Pricing
  • Digital Marketing Audit
Email Marketing Campaigns completed
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Email marketing clients
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Years of Email Marketing experience
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Email Marketing Frequently Asked Questions

I often get asked questions about email marketing and the email marketing process. I want you to be well informed before committing to anything so I’ve put together this list of email marketing frequently asked questions.

If you have any further questions, please schedule a call and I’ll address all website design questions you have.

Email marketing is a powerful digital marketing channel that allows you to send various types of content to a list of subscribers via email. You can use it to generate leads, promote brand awareness, convert prospects into customers, and turn customers into loyal fans.

Email marketing includes selling products, sharing some news, improving your cart abandonment rate, or telling a story.

Email marketing is used to deliver important information, drive sales, improve brand loyalty, and build a community around your brand (e.g. with a newsletter). The modern email marketing approach focuses on personalization, segmentation, and consent rather than a one-size-fits-all approach.

Here are nine different types of marketing emails you can send:

  1. Welcome emails
  2. Email newsletters
  3. Dedicated emails
  4. Lead nurturing emails
  5. Sponsorship emails
  6. Transactional emails
  7. Re-Engagement emails
  8. Brand story emails
  9. Review request emails

The five Ts of email marketing are:

Tease. Use your subject line to tease the email content inside, but make sure you can deliver on the promise.
Target. The more personalized communication is, the better it will perform.
Teach. Using your email as a teaching tool not only increases customer engagement but also helps build your brand perception.
Test. Why pick one subject line when you can test two or three?
Track. Not only can you show your improvement over time (or react quickly to remedy a misstep), but you can also plan content accordingly based on audience engagement.

Here are the top 10 benefits of email marketing:

  1. Targeted and personalized content
  2. Build credibility
  3. Better brand recognition
  4. Boost sales
  5. Stronger customer relationships
  6. Optimize your time and budget
  7. Reporting helps you to learn what works
  8. Increased traffic to your website
  9. Establish authority
  10. Build excitement

According to a study by McKinsey & Company, email marketing is up to 40 times more effective than social media. The same research also shows that the buying process happens 3 times faster with email than social media.

According to an eMarketer study, the median email marketing ROI is 122%. That’s four times higher than any other digital marketing channel.

Most country’s email marketing laws stipulate that people need to give you permission to email them before you send them campaigns.

The definition of permission varies between each country’s laws, but there are generally two types of permission: implied permission and express permission.

Implied permission describes someone who has an existing business relationship with you. For example, they are a current customer, donate to your charity, or are an active member of your website, club, or community.

Express permission describes someone who explicitly gives you permission to send them email campaigns. For example, by entering their email address in a subscribe form on your website or entering their details into your in-store newsletter subscribe form.

Bottom line: You should not send an email to someone without their implied or express permission.

Follow this 5-step framework to get started with email marketing:

  1. Establish your goals
  2. Build your email list
  3. Select the type of campaigns you want to send
  4. Create your first campaign
  5. Measure your results

No, never! But if you need the “why”, let me tell you. People on a purchased list didn’t choose to hear from you or your company. The goal of your marketing efforts should be to find the right prospects and customers. If you buy a list, you are taking that decision away from your prospects. Suddenly, they receive this message from you (or their spam folder, most likely), but have no idea what it’s about, who you are, how you got their information, and now you’re on their bad side. So just don’t do it, ok?


The success of your email marketing efforts will only be successful if you start with the right list. Your email marketing list should consist of past, current, and prospective customers. Your efforts should be focused on reaching an engaged audience that is interested in what your organization has to offer. If you’re pushing information out to people who aren’t interested, you are wasting your time and building a bad email marketing reputation.

In order to grow this list, make sure you have opportunities to opt-in throughout your website and blog.


Unfortunately, there isn’t an end-all, be-all answer for that question. It varies depending on your email list and recipient preferences. To figure out what works best for your readers, try different days and times and analyze the results.

There are many different takes on email subject lines and like much of email marketing best practices, you’ll have to trial what works best for your audience. However, there are a few best practices to start with:

  • Write for your audience—use language they’re familiar with
  • Personalize it
  • Keep it short – for mobile’s sake
  • Use clear action words

A/B testing is a great technique for uncovering the best email marketing tactics and timing for your specific audience. You can test everything in your email from template to subject line to headline. Here is a list of some ideas to get started:

  • Subject line
  • Layout of the message (one-column or two)
  • Personalization strategy
  • Call-to-action
  • Headline
  • Images
  • Time/Day of week

Keep in mind that you should only test one variable at a time, so the data is clear on what worked, and what didn’t. My advice, test continuously—there’s always room for improvement.

When it comes to email marketing, there is always something new to learn and try. Hopefully, these email marketing questions and answers give you a good start.


Email open rate is the percentage of people who opened your email. If someone doesn’t open your email, there are zero chances of engaging with your content and brand.

On an average, 10-15 percent of email open rates work well for the sender. But, it all depends on your industry and your target audience.

It’s true that open rate alone isn’t indicative of the success of your email marketing campaign. Its what people do after opening your email is what really matters.

Use catchy images, call to actions and animated gifs that attract attention. Don’t use too many font types, font colors, and font sizes. Let the line spacing be enough. This gives good readability. Depending on the context of your emails its great to use bold colors.

Don’t forget to make your email template responsive, so that it looks good across all devices.

All in all, designing an attractive email includes minute details and an eye for creativity. It also depends on the type of content and the message you are conveying.