Courtney Eckerle

Heather Fletcher is senior content editor with Target Marketing.

It's not that marketers lack information about Canada's anti-spam law, says Shaun Brown, a partner at nNovation LLP. "Not everything out there is necessarily factually correct," he tells MarketingSherpa reporter Courtney Eckerle. On top of that, the law applies to different marketers different ways.

Marketers should be realistic about their expectations from a technology investment and their own capabilities, says Preston Wily, president of Sewell. Define the goals for the technology with the team and any potential providers, he tells MarketingSherpa reporter Courtney Eckerle. "I think if people do that,

Continually explore audience needs in order to meet them with an evolving email program, says Lauren Wagner, senior manager of marketing strategy with VolunteerMatch. She uses A/B testing in order to do that, she says sitting next to Tessa Srebro, lead generation and marketing associate, also of VolunteerMatch.

"Word of mouth is obviously extremely important to an email marketer," says Jonah Berger, an assistant marketing professor at the University of Pennsylvania's Wharton School. That virality helps marketers grow their email lists, he tells MarketingSherpa reporter Courtney Eckerle. More highlights from the “Creating a Viral Environment to Serve Your Customers” video include:

In putting an email marketing team together, look for candidates with creative and technical expertise, says Jacquelyn Kearns, SVP of global digital at Dun & Bradstreet. Her colleague, Jeannine D’Allegro, VP and global Leader of digital properties, adds that content should be distributed strategically, too.

The best content to use for emails is a little bit of both what customers need to know and what's trending in the industry, says Jessica Best, a digital marketing "evangelist" at emfluence. "That's a difficult balance for marketers, but that's all part of the content marketing game,"

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