Creating email campaigns that convert
Learn how to write emails that get opened and clicked with this practical guide for small businesses packed with actionable steps.
Email remains a high‑return channel for small businesses in Canada. At least 83 per cent of Canadian businesses use email marketing. The average return is about $40 for every dollar spent, higher than many other digital channels.
Why email still works in Canada
-
Email reaches people where they make decisions. Canada’s email penetration is about 85 per cent, or roughly 29 million users
-
The average open rate is about 20 per cent, the average click‑through rate is about 4 per cent, and the average conversion is under 3 per cent
-
Welcome emails tend to perform better than typical newsletters. Average welcome email opens reach about 68.6 per cent
-
Your customers read on their phones. In 2022, Canadians had about 32.3 million smartphones, so design your emails for small screens first
Set clear goals for each send
Decide on the single action you want from the reader. Examples include a purchase, a booking, an event RSVP, or a content download. Write that goal at the top of your brief. Tie your subject line, copy, image, and button to that goal. Avoid asking for more than one action.
Build a permission‑based list
Grow your list through ethical, consent‑based methods. Use sign‑up forms on your website, checkout, and your social profiles. Offer value for subscribing, such as first access to sales or useful content.
If you use a point‑of‑sale system, collect email addresses during checkout with clear consent language. Many POS systems support this workflow, and you can sync contacts to your email platform.
Follow CASL every time
Canada’s Anti‑Spam Legislation (CASL) applies to commercial electronic messages sent to an electronic address in Canada. To comply, you need three things in every message. Obtain consent. Identify yourself. Provide an easy unsubscribe.
CASL uses an opt‑in model. In general, you need prior consent before you send a marketing email, except for limited cases defined in the law.
If you are unsure about implied consent, get legal advice and tighten your permission policies. The regulator has issued penalties for sending without valid consent.
Segment with purpose
Segmenting improves relevance and results. Start with three practical segments:
-
Recent purchasers
-
Browsers who did not buy
-
Lapsed customers over six months
Tailor your message and offer to each group. Keep segments small and useful. Avoid overcomplicating your setup.
Plan your send frequency and timing
Frequency drives engagement and unsubscribes. Many businesses send between two and four campaigns per month to balance visibility and fatigue. Use this as a starting point and test from there.
Timing also matters. Many marketers prefer midday sends on weekdays, with Tuesday at noon popular in benchmark reports. Engagement is fairly steady across the week, though some datasets show small lifts on certain days. Test different days and times with your audience.
Write subject lines that earn opens
Keep subject lines short and clear. Aim for under 40 characters for mobile. Avoid spammy words. Personalization helps when it is specific and relevant. Emails with personalized subject lines are more likely to be opened.
Tips that work:
-
Put the value up front. Example, “New fall menu, order tonight.”
-
Use numbers when helpful. Example, “3 deals for long weekend.”
-
Test two versions with A/B testing. Repeat what wins.
Keep content focused on value
Respect your reader’s time. Use short paragraphs and scannable bullets. Lead with the benefits. Add one relevant image. Remove anything that does not support your single goal.
Content ideas that drive action:
-
A limited‑time offer for subscribers
-
A how‑to tip related to your product
-
A local event or workshop with a sign‑up link
-
A customer story that explains a result
Use one clear call to action
Make your primary button obvious and above the fold. Use direct verbs such as “Shop now,” “Book a table,” or “Get the guide.” Repeat the same button once near the end for skimmers.
Design for mobile first
Most people read emails on their phones. Use a single‑column layout. Create buttons that are at least 44 by 44 pixels. Keep text large and contrast high. Limit hero images to small file sizes. Test on a phone before sending.
Use simple personalization
Personalization is effective when it helps the reader act. Examples include:
-
“Picked for you” products based on browsing
-
A service reminder based on last visit
-
Location‑based hours or pickup options
Personalized content and subject lines tend to lift open and click rates in benchmark reports, so test light personalization first.
Optimize your landing page
Most lost revenue happens after the click. Match the landing page headline to your subject line. Remove distractions. Pre‑fill forms where possible. Make the call to action prominent. Add trust elements such as reviews or guarantees. Keep the page fast and mobile-friendly.
Measure what matters
Track three levels of performance:
-
Engagement. Opens and clicks. In Canada, averages are about 20 per cent opens and 4 per cent clicks.
-
Conversion. Purchases, bookings, or form fills. Canadian averages sit under 3 per cent across industries, so work to beat that mark.
-
Revenue. Sales per email and total order value. Compare to your cost to estimate return.
Email tends to deliver strong returns for small businesses. Global and Canadian compilations place average ROI around $36 to $40 per dollar spent. Use this as a directional benchmark while you build your own ROI model.
Test, learn, and improve
Adopt a simple testing rhythm. One test per send is enough for most teams.
Good tests for small lists:
-
Subject line A vs. B
-
Button copy, for example “Buy now” vs. “Add to cart”
-
Hero image, product vs. lifestyle
-
Offer type, percentage vs. dollar discount
Run the test for a fixed period and roll out the winner to the rest of the list. Keep a simple log of what you tried and what worked.
Reduce unsubscribes
People leave when messages feel irrelevant or too frequent. Keep your frequency reasonable. Many marketers send two to four times per month to balance presence and fatigue. Test what your audience prefers.
Remind readers why they subscribed. Offer a preference centre so they can choose topics or frequency. Monitor your unsubscribe rate and remove disengaged contacts.
Accessibility matters
Accessible emails reach more people. Use alt text for images. Keep colour contrast high. Do not rely on image‑only text. Use descriptive link text, not “click here.” This improves readability on mobile and desktop.
Practical examples for small businesses
Here is a sample sequence you can run over two weeks for a product drop.
Email 1: Teaser
-
Goal: Collect interest and notify of the launch.
-
Send to: All subscribers.
-
Subject: “New fall items arrive next week.”
-
Content: Short preview image and date. Button, “Get first access.”
-
Metric to watch: Click‑through rate. The average Canadian CTR sits around 4 per cent, so try to aim to beat it with a clear value proposition.
Email 2: Launch day
-
Goal: Drive first‑day sales.
-
Send to: All subscribers, with a segment for recent purchasers.
-
Subject: “Fall collection is live.”
-
Content: Three bestsellers with prices. Button, “Shop fall.”
-
Metric to watch: Conversion rate. The average is under 3 per cent in Canada, so use scarcity and social proof to boost results.
Email 3: Follow‑up
-
Goal: Reach non‑buyers with a reason to act.
-
Send to: Non‑purchasers from email 2.
-
Subject: “Ends tonight, last chance.”
-
Content: A short reminder and one customer quote. Add a CTA button, such as “Order now.”
-
Metric to watch: Unsubscribes. Keep it below the benchmark of around 0.26 per cent.
Small business checklist
Use this list before you hit send:
Purpose
-
One goal defined
-
One audience segment selected
Content
-
Subject line under 40 characters
-
Preview text supports subject
-
Value clear in the first sentence
-
One main image and a clear button
Compliance
-
Consent recorded
-
Business identification present
-
Unsubscribe link easy to find and works without errors
-
Footer includes mailing address and contact info
Design
-
Mobile‑first template
-
Buttons prominent and readable
-
Images compressed
QA
-
Test all links
-
Check spelling and grammar
-
Test if the email opens on phone and desktop
-
Ensure UTM parameters are added for analytics
Measurement
-
Targets set for opens, clicks, and conversions based on Canadian benchmarks
-
Revenue tracking in place
Now you have everything you need for a successful email campaign!
___________________________________________________________________________
Sources
Author Profile
Recommended Articles
A guide to funding and resources for Indigenous entrepreneurs in Canada
Explore grants, funding programs and resources available to Indigenous entrepreneurs in Canada. Start growing your business with practical support.
Agentic commerce: what it means for Canadian businesses and how to prepare
Learn how agentic commerce is changing buying behaviour in Canada. Understand the impact on customer experience, trust, and how your business can prepare.
What large-scale events really mean for local businesses and how to prepare
Major events don't just fill stadiums, they reshape spending across your entire city. Learn how Canadian businesses can prepare for demand surges, international visitors and fraud risks during large-scale events.