Marketing in Canada: Rona Considered Every Email Address in Becoming Anti-Spam Compliant - eMarketer
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eMarketer Interview

Marketing in Canada: Rona Considered Every Email Address in Becoming Anti-Spam Compliant

Preview from eMarketer PRO

An interview with

Claire Bara

Vice President, Marketing, Rona

Interview summary

Rona is a Quebec-based retailer of home improvement and construction products and services. eMarketer’s Sean Creamer spoke with Claire Bara, vice president of marketing for Rona, about the challenges the company faced when Canada’s Anti-Spam Legislation (CASL) went into effect, detailing how the brand ensured compliance and quality consumer experiences via email.

Interview

eMarketer: When Rona is exploring campaign options, how important is email marketing?

Claire Bara: Email was always present, but not something the brand had necessarily focused on until September 2013, when I first joined. Email was not a priority for internal management; it was a task for a team outside of the digital marketing group.

Related charts in eMarketer PRO:

Digital Ad Spending in Canada, by Format and Language, 2015 & 2016 (millions of C$ and % change) CHART PRO

Most vs. Least Enticing Channel for Offers/Coupons According to Internet Users in Canada, 2015 & 2016 (% of respondents) CHART PRO

Digital Ad Spending in Canada, by Format and Language, 2014 & 2015 (millions of C$ and % change) CHART PRO

Email Marketing Benchmarks in Select Countries/Regions, 2015 (among campaigns analyzed by IBM) CHART PRO

Email Marketing Cost per Click (CPC) in Canada, 2010-2015 (among emails sent by Inbox Marketer clients) CHART PRO