CASL is a law that was passed to help reduce spam messages being sent and received, but it poses a bit of a challenge for marketers trying to Latest Mailing Database get their message across to prospects. Under the new law, many Canadian merchants are being forced to rethink their digital marketing strategy. If you have a long list of people who have already opted in to receive your email communications, then great! However, the majority of organizations are still enticing prospects to fill out a form and proactively subscribe to email marketing communications. Even with these new regulations, marketing automation remains a key tool for successful digital marketing. While many people think of email marketing first when they think of marketing automation, the reality is that email is only a small part of its capabilities. Marketing automation functionality goes far beyond email and can be leveraged across the entire customer lifecycle, from building brand awareness, to Latest Mailing Database driving demand, to expanding customer relationships. Check out these proven ways to leverage marketing automation beyond traditional demand generation email marketing. Building a strong brand is essential for the discovery stage of the buyer's journey and for the business to remain a priority for customers. Use marketing automation to maintain consistency across the brand, optimize your content for search rankings, and get the most out of live and virtual events. Go beyond building your brand and attract people to Latest Mailing Database your business. Marketing automation can help you create, track, and analyze how your customers interact with your business, giving you insights on how to engage with them effectively. Marketing automation also gives you a variety of ways to collect your prospects' email addresses. From there, you can send emails to interested prospects, without violating CASL or other SPAM laws.