There has been a lot of talk about Canada’s Anti-Spam Laws (CASL) coming into affect on July 1st, 2014 – but the real question is: does your business need to do anything different?
Our copywriting company has received a lot of emails the past two weeks with this general sentiment: “Opt in now! If you do nothing, we’ll kick you off of our list.” Hmm…this might not be the best approach. These businesses may be following the ‘next bad idea’ and truncating their list when it may not be necessary. Here’s why…
Secondly, Businesses have 3 years to get permission for any ‘implied‘ consent. Why not call up your list members – creating a great sales opportunity – and talk to them about whether your email content and services are a good fit? If you’ve been trained in Sales like our Copywriting team has, you know this phone call could lead to great sales conversations, now and in the future — and isn’t lead generation the whole point of your e-newsletter anyway?
It seems to me, that basically the new CASL laws exists so that from now on everyone will be forced to use a mail provider like Constant Contact, instead of using Outlook.
Or CASL might finally stop those ANNOYING “low skill networkers” who go to an event, palm a bunch of business cards who they then load onto their E-newsletter list without asking permission (Very Rude, and a great way to prevent any relationship from blooming). On a side note diatribe: this is perhaps the world’s greatest content Marketing #FAIL. If you don’t understand that content marketing is about nurturing relationships (not destroying them for solipsistic self-promotion), you simply should not be forcing your “non-content-marketing” down the throats of every puking recipient. Get a content strategy that works, call up your list members and see if they’re into what you can offer THEM—WIIFM, right?
“We think you’re on this list because we have a relationship and you’re interesting in learning more about [insert content strategy of e-newsletter]. But if we’re wrong, you can “unsubscribe” here at any time now, and in the future.”
Now that we’ve covered CASL’s purpose, in the next article we will discuss a 9-point CASL summary so you can get CASL compliant if you aren’t ready.