Marketing for small businesses in Canada
Canadian small businesses get the same work I do for US clients, with one big difference: Canada's anti-spam law is one of the strictest in the world. Here's how I work with Canadian owners remotely, and how I keep your email and text marketing on the right side of CASL.
Three things every commercial email or text needs
Canada's Anti-Spam Legislation applies to commercial electronic messages: emails, texts and direct messages sent to promote your business. The CRTC summarises the core requirements as consent, identification and an unsubscribe mechanism.
Consent
Express consent (they said yes) or, in limited cases, implied consent such as a recent purchase. Silence isn't consent, and bought lists rarely meet the bar.
Identification
Who is sending the message, on whose behalf, and how to contact you, including a mailing address.
Unsubscribe
A clear, easy way to opt out in every message, and opt-outs honored promptly.
Sources: CRTC, CASL requirements infographic and the CRTC's guidance on Canada's anti-spam legislation. This is general information, not legal advice.
Building your list the CASL way
Most small businesses don't break CASL on purpose. They import every email address they've ever collected and hit send. Here's how I avoid that.
My defaults for Canadian clients
- A sign-up form on your website with clear wording about what people will receive
- A record of when and how each person opted in
- Your business name, mailing address and contact details in every email footer
- An unsubscribe link in every email and STOP option in every text
- A plan to ask past customers for express consent before implied consent runs out
- No bought or scraped lists, ever
Marketing that works well for Canadian businesses
Beyond email, the priorities look a lot like the US: be easy to find on Google, look trustworthy, and make contacting you one tap away.
- Website and Google Business ProfileThe foundation for everything else. $397, with your profile set up free.
- Bilingual where it mattersIf you serve French-speaking customers, we can add French pages. I'll need your help or a translator to check the French copy, and extra pages are $49 each.
- Local SEO for seasonal tradesSnow removal, landscaping, HVAC and roofing have sharp seasons. Local SEO ($199/month) works best started before the busy months.
- Ads for the peaksGoogle Ads or Facebook ads ($250/month plus ad budget) switched on when demand is highest.
Planning around Canadian seasons
Many Canadian businesses have stronger seasonal swings than their US neighbours. Marketing works better when it's timed for them.
Before the busy season
- Refresh photos, services and hours on your Google profile
- Ask last season's happy customers for reviews
- Start ads a few weeks early so they've learned by peak demand
In the quiet season
- Email opted-in past customers about off-season offers
- Improve your website and add new project photos
- Turn ad budgets down rather than paying for leads you can't take
Working with me from Canada
| Question | Answer |
|---|---|
| Where are you based? | Bangladesh. BossRise is remote, with no Canadian office. |
| When can we talk? | Calls by appointment, shown in your time zone on my booking page |
| What currency? | Prices are fixed in USD; your card converts to CAD |
| Phone | (564) 544-1175 (a US number; standard rates from Canada may apply) |
| Who owns the accounts? | You: domain, website, Google profile, ad accounts and your email list |
Questions from Canadian businesses
Can I email all my past customers under CASL?
Not automatically. Some past customers may give you implied consent for a limited time after a purchase, but it expires. The safer route is to ask them for express consent and record it. Check the CRTC's guidance for your situation.
Does CASL apply to text messages?
Yes. CASL covers commercial electronic messages, which includes texts as well as email and some direct messages.
Can you build a French version of my website?
Yes, as extra pages at $49 each. I'll need you or a translator to review the French text, because I don't write French copy myself.
Do you charge in Canadian dollars?
No. Prices are fixed in US dollars, and your bank converts at payment.
Do you have Canadian clients?
BossRise is new and I won't claim clients I don't have. You can see the kind of work I do on my work page, and get a free preview before paying anything.
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