Email Marketing Agency | Newsletter Strategy and Management

To motivate a user to perform a conversion action (e.g. call, buy) or to build customer loyalty and to pass on relevant information, every company should consider the possibilities of implementing a direct email marketing and newsletter strategy.

Indeed, this email marketing tool has long been proven to work for millions of SMEs of all sizes and sectors.
At PH Digital, we know that a well-constructed newsletter that communicates information and value-added content to your customers (promotions, contests, videos, articles, etc.) has many benefits. Here are the ABC's of a winning email marketing strategy and newsletter management!

Why do a newsletter or email marketing?

Who doesn't have an e-mail address these days? Hardly anyone!
So what could be more logical than to create a database of your customers' email addresses and send them a "newsletter" directly to their inbox?

It's definitely a simple and inexpensive way to keep in touch with consumers!


When creating your newsletter and developing your emailing strategy, you will need to select a platform that suits your needs:

  • Popular, user-friendly automation software such as Mailchimp, Klaviyo, Drip, ActiveCampaign, Moosend, SendItBlue, GetResponse, AWeber, DotDigital, Constant Contact and MailerLite allow you to accurately schedule your email campaigns;


  • Customer relationship management (CRM) software also provides interesting tools for managing newsletters (e.g. HubSpot, Zoho, Pipedrive, Salesforce, Nutshell, Insightly, Agile CRM, Microsoft Dynamics 365, Copper);

Of course, each solution has its own advantages and disadvantages, and costs vary considerably. To select the ideal software for your business, please consult our team of email marketing experts at PH Digital!

How do you make a newsletter?

If you want to increase subscriptions to your newsletter, it must be catchy and written in perfect English (or French)!

Here are some things to consider when producing a quality newsletter that complies with Canadian regulations.


According to Canada’s Anti-Spam Act C-28, in order for a company to send an e-mail message legally, it is mandatory to obtain the recipient’s consent, either implicitly or explicitly. In short, in order for your newsletter not to be considered spam, the person to whom it is addressed must agree and be able to easily unsubscribe.


Different types of newsletters are possible (commercial, informative, etc.). It is up to you to determine the type of content and graphic design – try different templates – that best represent your company. Your newsletter should be a reflection of you!

Measurement and monitoring of results of your email marketing campaign

Is your newsletter being read? Does it inspire your readers to take action? To evaluate the effectiveness of your email marketing, there are several measurement tools and KPIs (Key Performance Indicators). With these performance indicators, it is then possible to follow up in order to correct the situation if your efforts do not produce the expected results. Here are some important performance indicators:

  • The opening rate
  • The click-through rate (CTR)
  • The rate of deliverability
  • The churn rate
  • Click Through Rate (CTOR)
  • Reactivity rate
  • The sender score
  • Bounce rate
  • The spam reporting rate
  • The conversion rate
  • Sales and leads generated
  • Traffic to the website
  • Return on investment (ROI)
  • The distribution of openings according to the time of day
  • Distribution of clicks by location

For the professional management of your email and newsletter marketing strategy, trust PH Digital!