As marketers know by now, the Canadian Anti-Spam Law (CASL) took effect July 1, 2014, putting all commercial electronic messages under a microscope. To achieve CASL compliance, marketers have adjusted their electronic messages, including emails and instant messages, to meet new consent, sender identification and unsubscribe requirements.
The CASL law has been a wake-up call for marketers who have been buying contact lists and sending unsolicited email messages to prospects as a way to drum up business. The old way is not only not allowed anymore, but it may not have been that effective in the first place.
Even before CASL, a marketing program that didn’t include multiple channels to reach customers would not have been as successful. Now, with CASL restricting electronic communications to recipients who gave their consent to be contacted, an integrated marketing approach has become more crucial.
Dedicating most or all of the marketing budget toward one channel is going to get significantly less return. Marketing right means marketing across multiple channels to reach as many consumers as possible. Integrated, multichannel marketing takes advantage of all the tools beyond just electronic communication mediums.
The Push-Pull Balance
It’s important to remember that CASL legislates a type of “push” marketing, which is any attempt to “push” products or services to customers and prospects. When these techniques are done so electronically, they could violate CASL.
So, instead of only “pushing” consumers, why not “pull” them sometimes instead? Create informative, relevant content that people want to consume and wait for them to come to you. The chief authority on all things content marketing – the Content Marketing Institute – found that B2B content marketers use an average of 13 different tactics. This includes blogs posts, social media, printed newsletters, case studies, videos, white papers, infographics and more. Just make sure you’re compliant with CASL before you start using electronic channels.
Bringing in a “pull” approach to your marketing strategy doesn’t necessarily mean abandoning “push” techniques that worked for you in the past. You just might want to diversify the “push” channels through which you interact with customers.
For example, direct mail isn’t legislated by CASL, and it’s always been effective. Direct mail generates a response rate that is up to 30 times higher response rate than that generated by email. It’s also popular with Canadian consumers, two-thirds of whom said they prefer direct mail for brand communication because of the convenience it offers.
Integrated, multichannel marketing is the solution that may lessen the prevalence of CASL violations, and more importantly, it will generate more returns for your business.
Disclaimer: The information contained in this blog post cannot be construed as legal advice.
To learn more about the value of direct mail, read “Make Your Mail Work Smarter.”