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Why permission based marketing matters

October 27, 2014

Constant Contact has long been an advocate for permission-based marketing. We know that it is the best route to developing the long-lasting customer relationships that small businesses work so hard to achieve —the relationships that can drive customer engagement, and encourage repeat sales and valuable word-of-mouth for your business.

Over the summer, this topic was brought to the fore in the world of email marketing, as Canada began enforcing a new Anti-Spam Legislation (CASL).The legislation requires all those that market to Canada with commercial electronic messages (email, some forms of social media, etc.) regardless of where in the world they are located, to adhere to the some of the strictest anti-spam regulations in the world or risk serious penalties: up to $1 million for individuals and up to $10 million for businesses. (Note: Visit Constant Contact’s CASL Resource Center if you’d like to learn more.)

Even if CASL doesn’t affect your business, it serves as an essential reminder of how important it is to get your customers’ permission before adding them to your email marketing list. Along with helping you develop stronger ties to your customers, permission-based email has better open rates, less spam reports, and is generally more effective.  (more…)