Are you marketing to your Canadian customers and prospects via email ?
Did you know your business may be at risk of losing over 80% of your subscribers- or worse- get fined millions of dollars?
Since the AntiSpam Legislation in Canada was changed at the beginning of July, many business owners have found themselves unsure of how to protect their businesses from heavy fines, while ensuring their marketing efforts aren’t being crippled by the new law.
The 5 New Rules For Conducting Email Marketing in Canada:
The first thing to do is brush up on the changes:
The biggest takeaway from the legislation change is that any member of your email marketing list needs to give you explicit, rather than implicit consent to market to them.
This means each member of your list must take an action to give you permission to market to them. These actions could include replying to an email with the word yes, or clicking an “I consent” button.
You have 3 years to obtain explicit consent before you risk being fined.
2. Split your lists
Create a new list for “Antispam consent”- here’s where you want to add subscribers who have officially consented to be marketed to.
The goal is to convert as many people from your existing list, to your new Antispam list as possible.
3. Commit to your list
You have 3 years to gain the explicit consent needed to ensure your compliance with the Antispam act.
So, make use of the entirety of this this time!
Don’t lose the subscribers you’ve worked so hard to gain.
Keep asking your subscribers to confirm their consent.
4. Create multiple strategies to ask for consent.
In cases where we’re managing the email marketing for our clients, we’ve found asking subscribers to hit reply has a biggest success rate than asking people to click a button and confirm their consent .
Secondly, experiment with email subject headings to see which ones perform the best; get the best open rate and click through rate. Then, use this data to make improvements to your next campaign.
5. Put your money where your mouth is
Email marketing is one of the most effective types of marketing because it builds solid relationships with new and existing customers; keeping you top of mind and positioned as an expert.
Your list possesses incredible value and potential for sales revenue- a value high enough to warrant dishing out some incentive to maintain your list of qualified prospects.
Incentivize email consent with a contest, giveaway or other gift.
Great Idea: Think of a simple contest- giveaway a coffee card and profile the winner in your next email newsletter.
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