Subscription and Mailing - Monthly Ticket - July 2025

Hello,

July often brings a slowdown. A well-deserved pause. But for creative minds and agile entrepreneurs, it’s also the perfect time to reflect on what truly matters your vision, your message, your audience.

Summer invites us to take a step back. And when used wisely, that pause can become a powerful strategic tool.

That’s why, in this issue, W+M continues its series of articles on visibility, quality content, and client relationships, with a special focus on a communication tool that’s often overlooked: the professional email.

Creating a credible email address, signing your messages with confidence, and building a simple yet engaging newsletter are tangible actions can transform how your brand is perceived.

In this edition, you’ll find clear insights, practical advice, and examples grounded in our local Quebec reality. Whether you’re an artist, a freelancer, or a growing business, The Monthly Ticket is here to help you sharpen your foundations… and prepare to aim higher.

What Your Website Doesn’t Say… Your Emails Should

Creating a credible email address, signing your messages with confidence, and building a simple yet engaging newsletter, these are concrete actions that amplify the impact of your digital efforts. And yet, they often sit at the bottom of our to-do lists.

This month, we’re bringing them straight to the top.

The Power of a Professional Email

Why take the time today to review your email setup? Because it's an investment in how your clients, partners, and prospects will perceive your business tomorrow. A generic address may raise doubts. A professional email address, on the other hand, positions your brand as credible, organized, and trustworthy.

To support this idea, several reliable sources confirm the importance of a professional email in shaping your brand image:

• Cyberimpact notes: “A personalized email address using your domain name shows that you're established, legitimate, and professional. It builds trust with potential clients and reinforces it with current ones.”

• Local Web Solutions states: “Brand image is crucial for any business, regardless of size. A professional email with a personalized domain immediately reinforces your brand, projecting professionalism and seriousness to clients, partners, and collaborators.”

• EX2 Hosting affirms: “Your email address is often the first point of contact with potential clients. Choosing a professional email can significantly influence how your brand is perceived, helping to build trust and credibility.”

A Good Email Leads to a Great Web Page

That’s why, in parallel with this month’s theme, W+M is launching a special strategic series on the foundations of an effective website.

Each article explores in depth one essential web page that contributes to your business credibility, conversion rate, and long-term growth.

Essential Web Pages to Build Your Business Credibility

In 2025, Le Mensuel presented a strategic series of articles dedicated to the foundations of a professional website. Each article explores in depth a key web page essential for building credibility, boosting conversions, and driving business growth.

Here are the 6 parts of the series:

• Contact — Why Your Contact Page Is Essential to Your Website's Credibility. How to structure a contact page that inspires trust and encourages conversions.

• Homepage — How to Create an Engaging Homepage for Your Business Website. Key strategies to capture attention within seconds and effectively guide your visitors.

• About — Why Your About Page Is Crucial for Building Trust with Your Visitors. Tell your story and humanize your brand to create a lasting connection with your clients.

• Privacy — Why Your Privacy Policy Matters More Than You Think. Turn transparency into a competitive advantage and strengthen your credibility.

• Products — How to Structure Your Product Pages to Better Convert Visitors into Clients. Present your offers clearly, engagingly, and optimized for the customer journey.

• Questions — How to Build an Effective FAQ That Reassures and Convinces Your Visitors. Anticipate questions, reassure your visitors, and remove obstacles to conversion.

In an increasingly competitive digital landscape, taking care of every key page on your website has become a critical strategic lever to build trust, boost conversions, and strengthen your online presence. This series provides a solid foundation for any business aiming to optimize its web performance in 2026 and beyond.

Whether you're pausing, planning, or preparing your next move, The Monthly Ticket – July Edition is here to guide you with practical ideas, tested tools, and a tone that remains proudly human.

Happy reading, and happy monthlies!

Jeff

Writing a Convincing Newsletter: Best Practices to Engage, Convert, and Retain

In a world saturated with notifications, the newsletter remains a privileged channel to maintain a high-quality connection with your community.

What if your next email really made an impact?

Writing a convincing newsletter is an art of balance between informing, enticing, converting… without overwhelming.

This clear and practical guide walks you through today’s best practices, common pitfalls, and even the surprising origins of the first mass email ever sent. A must-read for creators, entrepreneurs, and communicators looking to reconnect with their audience.

In this article:

• Learn how to write emails that truly grab attention.

• Discover the most common mistakes hurting your newsletters.

• Master CTAs, structure, and subject lines to boost clicks.

An essential for creators, SMEs and professionals who want to reconnect with commitment.

Our Emails Aren’t Getting Opened Anymore. What If We Turned the Trend Around?

Every week, we send emails. Good ones. Useful ones. Sometimes even inspiring. And yet… open rates are dropping. So are clicks. Have we become invisible in inboxes?

This article isn’t about complaining. It’s about understanding what has changed, seeing what still works in 2025, and—most importantly—offering concrete ways to reconnect with our readers. It’s a call to do better, together.

1. The Reality: A Clear and Measurable Decline

Between 2020 and 2024, the average open rate for newsletters fell from 21% to around 16–18%, according to major platforms (Mailchimp, Campaign Monitor). It’s not a crash—but it is a clear trend.

Why? Digital overload and mental fatigue, filtered inboxes (tabs, AI, reduced notifications) and the content itself that has become too automated or impersonal are some of the reasons.

Even with the best intentions, messages can go unnoticed if they feel like generic campaigns.

2. What People Still Open (and Why)

There are still emails we always open:

• Messages from a person we recognize

• Announcements for expected content (e.g., video release, new issue, special offer)

• Emails that start with a real sentence… not "NEWSLETTER – JUNE 2025"

People haven’t stopped liking email. They’ve stopped liking emails that no longer speak to them directly.

3. Winning Strategies… Right Here at Home

Some Quebec and Canadian companies have found smart ways to re-engage their audiences by email:

• Ricardo – Seasonal emails tailored to recipe types. Result: open rates >30% in several segments.

• La Presse – Highlights a “note from the journalist” or a personalized selection. Feels like a personal recommendation.

• Urbania – Direct tone, humor, a strong editorial voice. You open it because it’s never dull.

• KO Média / Véro Magazine – Features exclusives for newsletter subscribers: promo codes, early access, behind-the-scenes content.

• Evenko / Osheaga – Sends targeted messages based on city or artist preferences. Makes you feel seen.

4. And Us? What Can We Do Practically?

Here are simple strategies to try or improve:

• Rethink the Subject Line. Talk to the person, not the segment. Example: "I think you’re going to love this."

• Humanize the Sender. Replace "W+M Communications" with "Jeff from W+M"

• Offer Real Value for Subscribing. A downloadable tool, early access, a promo code, exclusive visuals

• Segment Based on Interests. If someone often clicks music content, send a targeted message next time.

Just because newsletters are harder to make work doesn’t mean they’re obsolete. On the contrary. They’re more valuable because they’re more demanding.

With small improvements, we can turn the trend around—and make every email feel like a moment worth waiting for.

Want to see how we apply this each month? Subscribe here :)

How to Create a Professional Email Address and a Signature That Builds Trust

Learn how to create a professional email address and a signature that builds trust and strengthens your brand's credibility.

Your brand image starts with your very first email. This guide shows you how to choose the right email address, design an effective signature, and organize your communications to build trust. A must-read article for anyone looking to structure their online presence with professionalism and confidence.

In this article, we learn how to:

• Choose an effective professional email address

• Design a smart and trustworthy email signature

• Turn every email into a lever for impact and visibility.

Structuring your professional email address means shaping the very first impression you make on your business network.

To further optimize your communication tools, continue reading with our #ItSAMarketingThing 19 column, dedicated to producing emails for your members and subscribers.

The Music Reports are a presentation of audio production Partner JM Musique.

A Signature Scene by JM Musique – The Heart Session

In 2025, the collaborative partnership between JM Musique’s audio production and the digital marketing services of W+M brings you one exclusive music report in every edition of The Monthly Ticket.

In July 2024, under the quietness of night filming, more than 2000 pieces of cardboard were delicately assembled to craft a poetic and immersive scene: The Heart Session.

This animated video accompanies Under the Clouds, a rock instrumental track composed by Jeff Maheux under the JM Musique label. The track, now the official musical theme of W+M Magazine, was first released in Summer 2024 and later brought to life for Valentine’s Day 2025 with this signature video, produced in collaboration with W+M Concept Design Services.

This audiovisual project stands out for its soft visuals and handcrafted feel. It poetically illustrates the imaginary chorus of the track, though purely instrumental,by animating the text through visual storytelling in a creative and authentic way.

An invitation to feel, to imagine, and to experience the sonic universe of JM Musique through a production that intimately blends music and design.

Look at the clip and access the press release. Also get to learn more about the Song and lyrics! Have a great time listening, cause it all comes from the Heart ;)

The chronicle of digital marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket Magazine. 

Chronique #itSAMarketingThing 19: Producing Effective Member Emails.

Communicating effectively with your members is key to building a strong and engaged community. Among the tools at your disposal, email remains one of the most direct and personalized ways to deliver your messages, build loyalty, and strengthen your relationship with your audience.

Yet producing effective emails doesn’t happen by accident: you need to structure your content carefully, adapt your tone, and find the right sending frequency.

In this column, we’ll explore how to plan, write, and optimize your member emails to maximize their impact while maintaining your community’s interest and trust.

Why Producing Dedicated Member Emails?

Producing emails specifically for your members offers many strategic advantages. A well-crafted email helps maintain a direct link with your community, nurture engagement, and ensure regular communication beyond just social media.

It’s also a valuable tool for informing your members about news, offering them exclusive content, collecting feedback, or simply maintaining the relationship outside of promotional campaigns.

A member who receives communications tailored to their needs feels valued — and will remain loyal to your project or organization.

There are many free guides online offering practical advice for writing clear, engaging, and effective emails. Here are W+M’s tips based on experience, research, and ongoing development.

Essential Elements of a Good Member Email

Catchy Subject Line
The email subject is your first and best opportunity to grab your member’s attention. It should be clear, engaging, and create a desire to open the message, without falling into clickbait.

Personalized Message
Using the member’s first name, and when possible, tailoring the content to their profile or preferences strengthens the sense of connection. Impersonal messages are often ignored.

Relevant and Concise Content
Get straight to the point. Provide useful, directly relevant content tied to the member’s interests. Long text blocks can discourage reading.

Clear Call to Action
Every email should invite the member to take a simple action: read an article, answer a question, register for an event, etc. The call to action should be visible and easy to understand.

Clean and Responsive Design
An email should be pleasant to read on both computer and mobile. Use airy layouts, readable fonts, and responsive designs to ensure an optimal experience across devices.

Structuring Your Email Production Effectively

1. Define the Objective of Each Email. Before you write, be clear about your goal: inform, engage, sell, or invite. Each email should have a specific purpose to remain relevant.

2. Segment Your Member List (If Necessary). Not all members have the same needs. Segmenting your list (by membership length, preferences, past actions) lets you personalize communications and achieve better open and engagement rates.

3. Plan the Frequency and Schedule. Sending emails too frequently may tire your members, while too infrequent messaging risks being forgotten. Define an appropriate rhythm (weekly, bi-weekly, monthly) and organize your emails in an editorial calendar.

4. Prepare a Reusable Email Template. Using a template saves time and ensures consistent brand identity. Then simply adapt the content for each specific mailing.

5. Measure Performance and Adjust. After each campaign, track your statistics: open rates, click-through rates, unsubscribes. Use the data to refine your strategy and maximize your next campaigns’ impact.

Common Mistakes to Avoid

• Sending too often without added value. Bombarding members without bringing real benefits will quickly lead to unsubscribe. Every email should justify its presence in the inbox.

• Neglecting the Subject Line. The subject line is your first impression. A vague, generic, or boring subject drastically reduces your open rates, even if the content is excellent.

• Forgetting Mobile Optimization. Most emails today are read on mobile. Poor mobile layouts can cause readers to skip your messages entirely.

• Not Tracking Email Performance. Sending without measuring is like navigating blind. Regular analysis helps you identify what works and continuously improve your communications.

Small Budget: Platforms like Mailchimp, Brevo, or Squarespace Email Campaigns make it easy to create attractive emails, manage lists, and automate personalized sends.
Starter options are often free or included with your hosting service.

Tips: For Boosting Engagement, use the member’s first name: Personalizing greetings helps humanize the communication. Also, use a warm and professional tone: Stay simple, positive, and credible. Finally, offer exclusive content: Reserved offers or invitations to reinforce a sense of belonging.

Tools: All modern email platforms offer tracking features (open rates, clicks, unsubscribes). Regular monitoring helps you evaluate your progress and set realistic goals. Refer to standard industry benchmarks to assess your performance objectively.

Conclusion

Producing effective member emails is much more than a simple communication task: it’s a true loyalty and engagement lever.

By structuring your sends carefully, personalizing your messages, and tracking your results, you can build a strong and lasting relationship with your community.

Take the time to plan each email as a precious opportunity to strengthen that bond.

Read #itSAMarketingThing

Access all the Columns here!

In the heart of summer, let your break be synonymous with reflection, because taking a step back, if used properly, can become a true strategic asset.

Whether you're on vacation or constantly on the go, Le Mensuel is here to help you make informed decisions, guide you through the digital fog, and inspire your next creations.

Thank you, see you in the next 1st of the Month.

Jeff

Sources:

• AWeber – Why businesses need a professional email address. https://blog.aweber.com/learn/why-businesses-need-a-professional-email-address.htm.

• Business.com – Why Entrepreneurs Need Branded Email Addresses. https://www.business.com/articles/reasons-why-every-entrepreneur-needs-a-branded-email-address.

• GoDaddy – Benefits of professional email for business. https://www.godaddy.com/resources/skills/benefits-of-professional-email-for-business.

• Web.com – Custom domain email address: Why your business needs it. https://www.web.com/blog/reasons-new-business-needs-professional-email-address.

• Bluehost – How to Choose a Professional Email Address for Your Business. https://www.bluehost.com/blog/how-to-choose-professional-email-address.

Cr Images: W+M Services.

Monthly Ticket Theme: Under The Clouds by JM Musique.

Production and Publishing: W+M Services.