CASL, Spam, & You

On Monday, July 1st – Canada Day – a new law comes into effect: the Canadian Anti-Spam Law (CASL).

Boom12 will be informing, supporting, and guiding the compliance efforts of our clients. Fear not, you’ll be in compliance before July 1.

Basically, CASL requires you to get consent from recipients of your Commercial Electronic Messages, that you identify yourself clearly in every message, and that you provide an easy unsubscribe function in each message.

Better Safe Than Sorry

We’ve taken a better-safe-than-sorry approach to bringing our clients and lists into compliance.

Even if you feel your messages are not commercial in nature, you may have to look closer at your content. By promoting a local business, supporting fundraising activities of non-registered charities, and other seemingly innocuous activities you could be breaking the law.

There are exemptions for politicians soliciting donations, registered charities, and others. The exemptions are not straight-up exemptions though.

The bottom line: unless, you’ve confirmed consent, provide proper identifying information, and included a proper unsubscribe option you can not be sure you’re in compliance.

There’s a Bright Side

The most effective email marketing efforts target engaged, consenting subscribers. What’s the value of your list if the people your communicating with don’t want or read your messages? We always encourage clients to ensure they have consent and automated subscription functions for easy management and a user-friendly process.

We use MailChimp and Campaign Monitor for email marketing. These services make their money on good email marketing. They work hard to ensure their services are not used for spam and further that they comply with relevant international law. They encourage double opt-in consent, require proper identification, and provide an easy unsubscribe option.

There’s a reason the most successful email marketing platforms do this: your success is their success and it depends upon users getting as little spam as possible.

Bringing your list into compliance is simply a way to refresh your list, you may lose some subscribers but you’ll be left with a more engaged and captive audience.

Resistance is Futile

The law comes into effect in a few weeks, it was passed in 2010. There’s no changing it.

Get with the program and get your ducks in a row now. If you need a hand, we’re here to help. Give us a call or drop us a line here. For more information check out the following resources from CRTC, MailChimp, and Campaign Monitor.

External Resources

Canada’s Anti-Spam Legislation

MailChimp Blog: What the Canadian Anti-Spam Law Means for You

Campaign Monitor: Staying on the right side of Canada’s Anti-Spam Legislation

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