Unlock a 4,200% ROI with Email Marketing

The versatile and cost-effective digital strategy that keeps your brand at the forefront of your audience's minds

In the digital age, grabbing a customer’s attention is like searching for a needle in a haystack. However, there’s a highly effective tool that not only helps you grab that needle but also offers a staggering return on investment (ROI). We’re talking about email marketing, a simple yet incredibly powerful marketing strategy. According to Françoise Sonnet, Senior Business Advisor with BDC Advisory Services, the estimated ROI for email marketing ranges from $36 to $42 for every dollar spent. That’s a remarkable 4,200% ROI!

The Versatility of Email Marketing

Email marketing is a cornerstone of digital marketing, involving the strategic use of email to keep customers engaged with your brand. Its versatility is astonishing. It allows you to inform subscribers about product updates, special offers, event invitations, newsletters, industry trends, and company news. Beyond that, it helps upsell and cross-sell, enhances customer satisfaction and retention, encourages referrals, drives traffic to your website and social media platforms, and fosters brand loyalty.

The Effectiveness of Email Marketing

One of the primary reasons email marketing is so effective is that people check their emails regularly across multiple devices. This frequent interaction keeps your brand top of mind. Moreover, email marketing compels recipients to take action. When an email lands in someone’s inbox, they have to make a decision: read it, save it for later, or forward it. It’s an opportunity you won’t want to miss.

The beauty of email marketing is that it’s cost-effective. There’s virtually no additional cost to sending an email to more people, and there’s no limit to the number of recipients you can reach. This makes it an attractive option for businesses of all sizes.

Tailoring Your Email Marketing Strategy

Françoise Sonnet advises that an effective email marketing strategy involves more than drafting an 800-word update and hitting send. Ideally, your strategy should encompass a six- to 12-month plan. Consider why you’re sending the email, who your target audience is, what information they seek, and when they are most receptive.

Segmentation for Personalization

One significant aspect of email marketing is segmenting your target audience. By catering your messages to specific groups, you can speak more directly to their interests. For instance, you might categorize customers based on the type of business, location, age, shopping habits, or product preferences. However, remember to consider your capacity. Managing multiple segmented campaigns can be resource-intensive.

The Key Steps to Crafting Your Email Marketing Strategy


      1. Create an Editorial Calendar: Develop a schedule that outlines when and what your emails will cover over the next six months to a year. This ensures you maintain a strategic focus and avoid repetition.

      1. Frequency Matters: Most small businesses should aim to send emails approximately once a month. However, more frequent communication can be suitable depending on your industry and capacity.

      1. Implement a Double Opt-In Strategy: The double opt-in approach involves confirming a subscriber’s interest by clicking a link in the initial email, reducing the chances of ending up in spam folders.

      1. Test and Optimize: Employ A/B or split testing to send slightly different emails to two sets of recipients, measuring their responses to refine your strategy.

      1. Build Your Distribution List: Create a list of addresses for mass emails. Email list management software or CRM applications can assist in this task.

      1. Track Your Performance: Utilize key performance indicators (KPIs), such as conversion and click-through rates, list growth, email sharing, forwarding rates, and unsubscribe rates, to gauge the effectiveness of your email marketing.


    The Importance of Open and Click-Through Rates

    Open and click-through rates are crucial metrics for evaluating your email marketing success. The open rate, indicating the percentage of people who open your email, averages around 23.5% in North America. Meanwhile, the click-through rate, measuring the percentage of readers who take additional actions, averages approximately 3.86%.

    Best Practices for Email Marketing Success

    Making a strong first impression is pivotal to email marketing. The first email, which includes the subscription confirmation link, is a critical element in ensuring continued message delivery. Statistics show that seven out of ten people will open the first email you send.

    Visual appeal matters, so include an attractive design, especially an engaging image at the top. Images of people often yield better responses.

    Keep your email subject line concise, limited to 40 characters or six to seven words, bearing in mind that many recipients open emails on mobile devices.

    Maintain the email’s length at a five-minute read for the average reader. This translates to 800 to 1,000 words or up to two pages.

    Consistency in branding and messaging is key. Your emails should reflect your company’s image and clearly distinguish it from competitors.

    Include a call to action towards the email’s end, encouraging readers to take action, such as reading an article, registering for an event, or forwarding the email to friends.

    Respecting Spam Laws

    Canada’s anti-spam legislation is stringent, emphasizing the importance of obtaining consent from recipients and providing an unsubscribe mechanism. Ensuring compliance with these laws is vital to the success of your email marketing campaigns.


    In conclusion, email marketing is a cost-effective, versatile, and highly rewarding digital marketing strategy. Backed by Françoise Sonnet’s insights from BDC Advisory Services, it’s clear that email marketing has the potential to offer an astonishing ROI of 4,200%. If you’re looking to enhance your marketing efforts, email marketing should undoubtedly be a part of your strategy. For personalized guidance on how to leverage email marketing for your business, don’t hesitate to reach out to us at LeadLever Marketing. Book a call with us today to explore how email marketing can boost your sales and drive remarkable results for your brand.

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