Since Canada’s Anti-Spam Legislation (CASL) came into effect in 2014, small business owners have been scrambling to clean up their email marketing practices, or worse — they have dropped email marketing altogether. Have you panicked and stopped reaching out to the people who asked to hear from you? I hate to see fellow entrepreneurs losing out on the business potential that email marketing provides. On average, for every $1 spent on email marketing, you get back $44.25 (Source: birdsend)! Let me share just a few reasons why you should invest the time and effort to legitimize your email lists and start crafting great emails!
1. Your Email List is Your Most Valuable Marketing Asset.
As consumers, we hold our email addresses near and dear to our hearts. I am almost offended when a store clerk asks for my email at check-out with no explanation of what they will use it for; I don’t give that thing out to just anyone, you know! If someone has given you the key to their purchasing palace, you should realize that they are one of your most interested and engaged customers. Don’t miss this golden opportunity!
2. Email Platforms Like MailChimp Help to Keep You Compliant — For Free!
There are a number of companies that I get emails from despite never having signed up for their list or doing business with them. These same companies often use their regular ol’ Outlook email to send out promotional blasts. If federal legislation isn’t enough to make you clean up your email marketing, losing customers should be!
Did you know that email marketing platforms like MailChimp are free to start and help you stay compliant with options like double opt-ins and easy unsubscribes? There’s no reason to annoy potential customers by sending emails without a clear value and without providing a way to unsubscribe. If you sign up for a platform like MailChimp, you can cover most of your bases. (All you have to do then is ensure that your email list only consists of subscribers who gave express consent to receive your emails, which I’ll talk about in another post).
3. You Can Easily Learn How to Create Engaging Emails.
Go ahead, google “email marketing best practices.” There are a ton of resources out there! Email platforms like MailChimp and ConstantContact have endless articles on building your email templates, writing a click-worthy subject line, and crafting content your audience looks forward to reading! With the expertise of marketers all around the world just beyond your fingertips, all you need to do is make the time to learn a tool that will help you grow your business.
I know learning takes time and effort, and it’s hard to get inspired to do so on your own. What if you were sitting around a table with other business owners who were ready to dig in and learn with you?
Email marketing doesn’t have to be difficult, and CASL shouldn’t scare you away from reaching out to the people that want to hear from you. Stay tuned for more tips, tricks, and tools in later posts!
I’d like to know: what’s your biggest email marketing challenge? Leave it in the comments and it might be the subject my next post!