Email marketing lets you reach customers directly without depending on a social media algorithm, which makes it a valuable asset for any small business. In Canada, commercial email is regulated by Canada's Anti-Spam Legislation, usually shortened to CASL. This post is general information, not legal advice, so check the government's official CASL guidance or speak to a legal professional about your specific situation.

The three basics of CASL

In general, CASL expects you to do three things when sending commercial electronic messages.

  • Get consent. You need permission to email people. That can be express consent, where someone clearly agrees, or in some circumstances implied consent, such as certain existing business relationships. Implied consent is time-limited and has specific conditions, so do not assume it applies.
  • Identify yourself. Each message should clearly say who is sending it and include your contact details.
  • Provide a working unsubscribe. Every message needs a simple way to opt out, and unsubscribe requests must be honoured promptly. The legislation sets a short deadline, so process them quickly.

Collecting consent properly

The safest approach is express consent. Use a sign-up form on your website, with an unticked checkbox or a clear statement, that explains what people will receive and from whom. Keep a record of when and how each person agreed. Do not add people to your list just because you have their business card or because they emailed you a question once, and do not buy email lists.

What to send

Good email marketing is useful, not just promotional. Ideas that suit local businesses include a short monthly update, seasonal reminders, new service announcements, helpful tips from your field, and occasional offers for subscribers. Keep emails short, with one clear action, and write the way you speak.

Practical tips that improve results

  • Use a subject line that says plainly what is inside, rather than tricks.
  • Send from a real name and a monitored address, not a no-reply address.
  • Make emails readable on a phone, with large text and buttons that are easy to tap.
  • Be consistent, because a steady rhythm beats occasional bursts.
  • Look at which emails people open and click, then do more of what works.
  • Use a reputable email service that handles unsubscribes and records for you.

Connect it to your website

Your website is where most of your subscribers will come from, so place a sign-up form where it makes sense and link emails back to useful pages. Our guide to why a website still matters alongside social media explains why owning your audience is worth the effort, and our digital marketing services include email as part of a connected plan. If you would like help setting up a compliant email program, book a free consultation.