Email marketing can be an effective way to reach new clients, and help with branding and building customer relationships with existing clients. But before you hit “send”, you need to make sure that your emails are complaint with Canada’s Anti-Spam Law (CASL).
Under the CASL, marketers have to get permission before they send emails to prospective clients. That means you can no longer just buy a list of emails and send a bunch of messages, but it doesn’t mean that you can’t do any email marketing. You just have to figure out how to get permission first.
Luckily, there are lots of ways to do that. If you have a “contact us” page on your website where clients can set up appointments or send you messages, make sure that you also have a box that people can click if they want to receive email messages from you. If your website has a live chat option, direct your customer service staff to ask people they talk with for permission to email them about your services.
To encourage interest in your emails, you may want to draft email newsletters. Then, on your website and your social media accounts, add plug-ins where people can sign up for your e-newsletter as well as other emails.
When you have offline interactions with clients or potential customers, ask if you can email them. For example, if you’re doing a local expo, you may want to have a sign-up sheet where people can enter a drawing. Make sure to prominently display a sign that says signing up for the drawing also opts them into your email list. Then you can use that list of prospects for future email campaigns.
With a bit of creativity, you can easily build up an email list. Consider segmenting the list and sending people emails that appeal to their specific situation. For example, you may want to send different emails to small business owners and individuals, or to current clients and potential clients. Taking steps like that can help make your emails both CASL compliant and more effective.