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Outbound Email Marketing Guide

Email marketing isn’t spam. It’s not a personal note from an old colleague either. It’s something in between. Your customers don’t give their information lightly, and — if used right — email marketing can be both a relationship-building and profit-building tool.

Click here to download our free checklist for writing perfect marketing emails.

You should use email to build upon an existing relationship with your subscribers and leads by providing relevant, valuable information that will help them take action on their goals.

That’s right, email marketing isn’t just about you, or your company. It’s about your customer.

If you keep this golden rule in mind, your subscribers will not only read your emails, but they will look forward to hearing from you every time.

Let’s dive into why email marketing is still one of the most important elements of your marketing strategy and how you can use it responsibly and effectively.

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Here’s an example of how a workflow could be set up:


email marketing workflow

Source: HubSpot

The key difference from an autoresponder is that workflows are smart: They can change the course of your automated series based on what your prospect will find useful. For instance, if a new subscriber receives a welcome email and the subsequent email is set up to send them an offer that they already found and downloaded on your site, the workflow tool will know and adapt. In an autoresponder, a user receives a specific set of emails at specific time intervals no matter what action they take.

Why is this important? Sending the right email at the wrong time is detrimental to your bottom line. Companies see a 20% increase in revenue when they send emails based on lifecycle stages.


Email Regulations You Should Follow

Email regulations are consistent with consumers’ desires to know how and why their information is being used. If there’s anything we care about, it’s complying with what our customers—or potential customers—want.


CAN-SPAM Compliance

Technically, CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography and Marketing (because sometimes the two go together).

In practice, it’s a way to protect your subscribers’ right to only receive emails that they’ve requested.

The law was passed in 2003 and applies to any commercial emails used for business purposes.

Here are the ways to ensure that your emails are CAN-SPAM compliant:


  1. Include your company name and address in every email.
  2. Place visible unsubscribe links within your emails.
  3. Use real email addresses in the “From” and “Reply to” fields.
  4. Write subject lines that indicate the contents of the email.

Please note: This is not to be confused for legal advice. See the FTC’s site for more specific legal information regarding CAN-SPAM laws.


GDPR Compliance