PPB November 2019

by Adina Zaiontz W hen suggesting email marketing recently to a colleague over lunch, she looked over her shoulder as if someone would catch us and whispered, “Isn’t that banned now?” Like many businesses, her company had stopped sending promotional emails to clients and prospects under the wrong impression that email marketing is now illegal. Indeed, since 2018 when anti-spam laws such as CASL (Canadian Anti Spam Law) and Europe’s GDPR (General Data Protection Regulation) went into full effect, many businesses and organizations have been left rightfully fearful of email marketing. The huge potential fines have also succeeded in putting the big chill on many companies’ email marketing plans, especially those whose target market includes Canada and the EU. But contrary to common fears, you can still use email marketing to communicate with your past, current and potential clients. Thousands of businesses in the U.S., Canada and the EU are still successfully using email marketing, all within the bounds of the law. 12 WAYS To Grow Your Email List, While Staying Compliant With Spam Laws 74 | NOVEMBER 2019 | THINK