CMA Guide to E-mail Marketing | Canadian Marketing Association

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CMA Guide to E-mail Marketing

PDF: 573KB Introduction On behalf of the Canadian Marketing Association’s Digital Marketing Council, we would like to welcome you to the second edition of our Guide to E-mail Marketing. Read More Acknowledgments Section One: Understanding the Value of E-Mail Overview The state of e-mail marketing in Canada What's working E-mail versus other marketing channels Emerging technologies – evaluating RSS Section Two: Planning for Success Setting realistic objectives Direct marketing lessons In-house technology vs. outside vendors What to look for in an ESP Getting ready for fulfillment Test, test, test Deliverability Section Three: Database & List Considerations In-house or rented? What is a permission-based list? Strategies for building an in-house list How to rent lists Database management Section Four: Direct Marketing With E-Mail DM techniques that work in e-mail…and a few that don't The importance of supporting the brand Stand-alone vs. integrated campaigns Effective offers for e-mail Transactional e-mail Section Five: Elements of Successful E-Mail Creative Plain or fancy? Personalization The "TO," "FROM,” and "SUBJECT" fields Planning and writing effective messages What to look for in good e-mail design Usability Landing pages that work Section Six: Tracking Results Top-line engagement metrics Tracking Section Seven: Privacy, Security & Permission Issues Collecting e-mail addresses Consent E-mail marketing opt-out Identity of marketer and source of e-mail Marketing e-mail or SPAM? US CAN-SPAM Act Section Eight: Glossary of Terms

Introduction