Growing Your List
EXISTING CLIENT LIST
Each person MUST be
contacted for their Express
permission and to prove
they have opted-in to
receive your email and
more.
PROSPECTS
To grow your
client list as of July
1st 2014 you can
no longer reach
out by email to
prospect for their
business unless
exemptions apply.
TO PROFIT YOU
MUST GROW YOUR
CLIENT LIST
You’ll need to return
to the old ways,
traditional, off line
prospecting
techniques,
supported by social
media activities…
From July 1st on Canadian travel agents must endeavour to re-sign their clients so that each
client has agreed to receive all forms of CEMs – commercial electronic messaging. Emails being
a biggie. Although there seems to be a three-year period that allows Canadian travel agents
and all other businesses to work their magic to comply with CASL – there is no time like the
present to start building your client list and request a person’s permission from the start.
Decide the growth factor you need and calculate
how many new clients you’ll require to meet
your financial plan. If you wish to grow by
another $200,000 this year in sales (not revenue)
and your average sale per person (not booking)
is around $2,000 then you’ll need 100 new
clients. Break that down to a monthly figure and
that’s 8.3 new clients per month.
You can start by asking for referrals from your
existing clients that have agreed to opt-in and
give you their consent / permission to receive
your emails and other forms of communication.
Even though it is an existing client who is making
the referral, you must include your client’s name
and address when contacting the person or
couple they referred. That done, then you advise
the referred couple to “register” with you and to
opt-in, giving you permission to send emails to
them etc.
Before you kick your new client acquisition plan
into high gear make sure you have every element
covered off and very importantly the
unsubscribe function and process. Make sure
this is done before launching your ad campaign.