Mastering your emailnewsletter program

Email Newsletters

Made Easy

ForewordEmail is dead. Long live email!

Email is obsolete. Sound familiar? How many times have we heard that in the past twenty years? Blogs, instant messages, social media… each was supposed to sound the death knell of email, yet it remains an important part of everyone’s daily life, and not just that of the grey haired set!

How the channel is leveraged has greatly evolved over the past two decades. With the advent of big data, marketers have begun pushing the relevance of their communication further and further; relevance which is at the crux of relationship marketing.

This white paper is the result of research, reflection, interviews with industry leaders and investigation of real-world cases. You’ll (re)discover the winning innovations and strategies that not only counters the notion that email is dead, but indeed show that it continues to be a powerful tool in terms of branding, sales, loyalty initiatives, etc. It includes planning, strategy and program application tips you’ll find useful.

The learnings you will take away from this white paper will help you optimize your email newsletter campaigns. Our collective email inboxes will thank you for it!

Ariel RobergeCountry Manager, CanadaSymplify

IndexI N T R O D U C T I O N 4 - 5

W H Y I M P L E M E N TA N E M A I L N E W S L E T T E R P R O G R A M ? 7- 1 2

P R O G R A MI M P L E M E N TAT I O N :W H E R E T O B E G I N ? 1 3 -2 3

K P I A N D C R I T I C A L B E N C H M A R K S 24 - 2 7

C O N C L U S I O N 2 8 - 3 0

Presentation

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Best practices for effective email newsletter program optimization in the digital age. No theory. Only concrete, short-terms applications.

This white paper is written for marketers of all types and levels who wish to gain deeper knowledge and become their company’s subject matter expert.

I N T R O D U C T I O N

It ’s undeniable. Digital marketing has the wind in its sails, and email newsletters are an integral part of the adventure. That said, it can be a chal-lenge for marketers to remain up-to-date with evolving best practices and technological advances. Ever-discer-ning and demanding customers seek authenticity. 1-to-1 relationships have become non-negotiable. It is time to rethink how we communicate. Rather than insist that our clients adapt to us, we must adapt to our clients. In order to stimulate conversions, we must think, do and live personalized rela-tionship marketing.

It is important to constantly ques-tion. To put clients at the center of our strategies. To be relevant. Greater relevance in communication breeds greater brand loyalty. Brand loyalty breeds convers ion . Welcome to the wonderful world of relationship marketing!

But how can our databases help us reach our personalized relationship marketing objectives? Email newsletters are an effective part of an omnichannel strategy. This white paper will deal exclusively with weekly and monthly newsletters, as marketing automation could be the subject of a separate white paper altogether.

We’ll confirm the email newsletter’s place of choice in any corporatestrategy and provide best practice recom-mendations for its execution. This reliable, accessible, consumer-appre-ciated marketing tool should become the preferred tool in your toolbox.

Firstly, we’ll discuss how to plan an email newsletter program, then show how best to execute it.

Why implementan email newsletterprogram?

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1 . 1 P R I N C I PA L A D VA N TA G E S O F A N E M A I L N E W S L E T T E R

Your mission as a marketer is to pro-mote your products and services, and help convert prospects into sales, in an efficient, cost-effective way that fully leverages the latest technological advances.

Choosing the right media to transmit your message in the right way at the right time, while respecting budgetary constraints, is the key to success. Digi-tal tools have greatly simplified our lives. The challenge is mastering and taking full advantage of them.

The email newsletter represents an excellent compromise and can prove to be a strong asset:

Permission-Based, it is greatly appreciated by consumers who want to keep in touch with their favorite brands. As we will see in this guide, consumers generate high levels of engagement with email newsletters because they’ve provided consent and want to receive valuable informa-tion and exclusive offers.

Flexible, it allows marketers to adapt to any customer journey in real time or according to a defined time-table.

Easy to use by all types of marke-ters, regardless of experience, thanks to new, user-friendly relationship marketing platforms.

Highly personalized, it is the king of dynamic and personalized content and, thus, best serves the needs of relationship marketing strategists.

With its controlled costs, it provides a very good ROI and will allow you to invest in other marketing channels in the medium term.

The email newsletter allows you to push information in a controlled and deliberate manner, in a way that other channels such as ad ban-ners cannot.