In today’s digital landscape, Canadian businesses are constantly seeking effective ways to connect with customers. Email marketing remains one of the most powerful tools for small and medium-sized businesses (SMBs), according to Geoffrey Blanc, General Manager of Cyberimpact.
“Cyberimpact is a Canadian email marketing platform,” said Blanc. “We provide a tool for SMBs, government, NPOs—many types of companies use our system to send emails.”
Geoffrey Blanc
Why Email Marketing Matters
Blanc emphasized the importance of email marketing as a cost-effective and high-return strategy for businesses, particularly in Canada’s regulated environment.
“It’s one of the most effective tools with the best ROI,” he said. “In Canada, compliance is a key factor, and email marketing helps businesses follow regulations while reaching their audience. It works well combined with social media and other marketing efforts.”
Unlike social media, which can be volatile due to algorithm changes and platform uncertainties, email marketing provides stability. “Social media platforms frequently change, like TikTok potentially leaving the U.S. or X changing under Elon Musk,” Blanc explained. “Email marketing, on the other hand, ensures businesses own their data and can directly reach their audience.”
The Importance of Personalization
One of the biggest trends shaping the industry is the shift toward hyper-personalization. “In 2025, we strongly recommend personalizing emails,” said Blanc. “It’s important to customize messages to each recipient. For example, addressing someone by name in the subject line—like ‘Hi, Jeffrey, here’s the latest product update’—can greatly improve campaign performance.”
Blanc also stressed the importance of gathering additional customer data beyond just email addresses. “Businesses shouldn’t just collect email addresses; they should also gather first names, last names, spending history, and preferences,” he said. “This data allows for better personalization.”
Compliance and Best Practices
Navigating Canada’s email marketing laws is critical for businesses to avoid penalties and ensure successful campaigns. “Canada’s anti-spam law, CASL, has been around for about 12 years,” said Blanc. “Buying email lists and adding people without consent is not allowed. Express consent—like a double opt-in—is ideal.”
He also pointed out that privacy regulations are evolving, with provincial laws such as Quebec’s Law 25 adding further requirements. “Businesses sending emails in Canada must understand these laws to remain compliant,” Blanc advised.
Looking Ahead: Future Email Marketing Trends
Blanc predicts continued advancements in automation and interactivity within email marketing. “Hyper-personalization is key—emails will be tailored to individual recipients,” he said. “Content will evolve, with more GIFs, videos, and interactive elements like surveys.”
Another major shift is the increasing use of marketing automation. “Companies are also implementing more marketing automation, allowing emails to be triggered and sent automatically, saving time and improving KPIs,” Blanc explained.
For businesses looking to enhance their digital marketing efforts, email remains a crucial tool that ensures direct communication with customers while maintaining compliance with Canadian regulations.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Podcast. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024 and 2025.
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