By Tibor Shanto – firstname.lastname@example.org
Tomorrow July 1, is Canada Day, a day where Canadians in our own way celebrate the difference that is Canada. But tomorrow will not be a happy day for many businesses, sales people and sales organizations. July 1, 2014 is the day the new Canadian Anti-Spam Legislation goes into effect. Known by its acronym: CASL, which makes it sound safe. Canadians can now feel protected from those African “nasties” who want to share their princely fortunes, or those Asian companies offering to share their collectibles if you act as their agent, and of course all those voodoo doctors who want to help reshape key parts of your anatomy, up top and below.
But the reality is that those Nigerian princes will still be hitting your inbox, of course given that it is 2014 most now end up directly in the junk box. And despite the bravado from the Canadian Government that they will pursue these spammers to the four corners of the world (I thought earth was round), I doubt they will be able to stop or even slow the usual abusers. Meaning that most will experience the downside of CASL.
CASL will impact small and medium businesses, the very group Harper’s Conservatives claim to champion, legitimate Canadian businesses and their sales organizations. While many larger companies, with resources, money and time will adopt various forms of marketing automation, many SMB’s lack the ability to take advantage of the alternative. Even if they did, the fuel of these automated alternative is content, and that will be a challenge. Of course they could outsource it, but for many an effective strategy will be too cost prohibitive.
While no one will argue the good idea and intent behind the legislation, the outcome is anything but. While some apologists have put off the severe negative effects of CASL on small and medium businesses to the law of unintended consequences, I am not sure it fits here. The consequences could and should have been predicted and more importantly with a bit of forethought and consideration easily minimized or avoided. Forethought? Sorry, what am I thinking, we’re talking about governments; BTW, guess who is exempt from some of the business killing effects of the law, yup, governments and Members of Parliament, nice.
One beneficiary of this debacle is Canada Post, direct mail marketing should see an uptick based on what many are planning to fill the gap. Let’s look at some of the unintended consequences here. More paper wasted, and I am not a tree hugger, but I do pay taxes. Everyday loads of useless paper is delivered in my mail box, I have to take that to my blue box, and pay the municipality to recycle it, and start the charade all over again, and they make the money, you and I pay the cost. Seems like a lot more bother than hitting the delete button, or better yet given that it is 2014, just have it go straight to junk. Maybe Canada Post should get into recycling the junk they deliver, charge it to the advertisers, and make up for some of their losses.
But for the most part I can’t complain here, because the other big winner here is: COLD CALLING!
Ya baby, you have fewer choices now. While social selling, inbound marketing, and various forms of automation are great, they are not all that effective in engaging with those people lopped off by CASL. No getting around the whole “electronic business communication” thing. But you can pick up the phone, say something worthwhile, and directly engage, and sell. Talk about great unintended consequences!
So here is my give to Canadian and American SMB’s alike. The Renbor CASL RELIEF SPECIAL. That’s right, book Renbor to deliver our world famous, road tested and proven Proactive Prospecting Program for your company, during July 2014, (to be delivered before September 15, 2014), and will give you a 20% Harper/CASL discount. Click here to learn more about our CASL Relief Special.