Key takeaways
- Email lets you reach people who already know you, on a channel you control.
- In Canada, CASL requires consent, clear sender identification and a working unsubscribe for commercial electronic messages.
- This article is general information, not legal advice. Check the rules with the Government of Canada or a lawyer for your situation.
Why email still matters
Email reaches people directly, does not depend on a social platform’s algorithm, and is easy to measure. It works well for newsletters, offers, appointment reminders, onboarding and follow-up after an enquiry.
CASL in plain language
Canada’s Anti-Spam Legislation (CASL) governs commercial electronic messages. In summary, you generally need:
- Consent from the recipient, either express or, in limited cases, implied.
- Identification: who is sending the message and how to contact them.
- An unsubscribe mechanism that works, is easy to use, and is honoured promptly.
Keep records of how and when each person consented. Penalties for breaches can be significant, so when in doubt, get advice. The same ideas apply to SMS marketing.
Build your list the right way
- Add a clear sign-up form with a plain statement of what people will receive.
- Offer something useful in return, such as a checklist or a seasonal tip sheet.
- Never buy lists or add people without their permission.
Write emails people want to open
- A clear subject line that describes what is inside, without misleading.
- One main message and one clear call to action per email.
- Short paragraphs that read well on a phone.
- A recognisable sender name and a real reply address.
Useful automations
- A welcome message after sign-up.
- Follow-up after a quote request.
- Reminders for appointments and renewals.
- A review request after a completed job.
Measure sensibly
Open rates are less reliable since some email apps pre-load images, so pay more attention to clicks, replies, enquiries and sales. Check unsubscribe and complaint rates, and clean inactive contacts regularly.
Next steps
Smartise builds campaigns and automations in our email and SMS marketing service. Contact us to plan yours.
Frequently asked questions
Do I need consent to email existing customers?
CASL has rules for existing business relationships, but they are specific and time-limited. Express consent is the safest approach.
How often should I send emails?
Send as often as you have something valuable to say, and tell subscribers what to expect when they sign up.
What is a good email platform?
Choose one that supports consent records, unsubscribe handling and the integrations you need. The best tool is the one you will use consistently.
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