CASL: What Email
Marketers
Need to Know
Andrea Zappone – Client Sales Executive
Greg Robinson – Deliverability Manager
Disclaimer
We are not lawyers and we cannot provide legal
advice. Sender processes and situations vary
significantly, so w...
What is CASL?
“…regulating certain activities that
discourage reliance on electronic means of
carrying out commercial acti...
Does CASL Affect me?
Do you send email from Canada?

YES!

Do you send email to anyone in
Canada, even if located elsewher...
CASL Requirements
 Permission is required
 Be prepared to prove it!
 Consent forms must not be pre-checked
 Functionin...
What CASL exemptions
exist?
Response to inquiries
Email to Family & friends
Between companies with an existing relationshi...
Consent – “The BIG ONE”

Express
vs

Implied
Implied Consent
Existing business relationships
Existing non-business relationships
Conspicuously posted email addresse...
Express Consent
Clearly stated purpose of consent
NO PRE-CHECKED BOXES
May UNSUBSCRIBE at any time
Contact information mus...
CASL – Coming into Force
July 1, 2014: Primary Legislation
January 15, 2015: Computer Program Provisions
July 1, 2017: Pri...
CASL Compliance Planning
1.

2.
3.

4.
5.

List CEM categories
Create CEM definition guideline
Determine if new consent mu...
CASL Compliance Planning
(Cont’d)

Review and update email templates
7. Test and update unsubscribe mechanism
8. Train sta...
QUESTIONS?
Please submit via the chat box
Don’t be shy 
Unanswered questions will be shared via
email post webinar
THANK YOU!
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CASL: What Email Marketers Need to Know

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Do you send email to, from, or through Canada? If so, did you know that Canada’s new Anti-Spam Legislation (CASL), which goes into effect on July 1, 2014, means big changes for your email program?

It’s true! The clock is ticking. With less than five months to go, now is the time to get informed and prepare for CASL’s implications. Greg Robinson, Deliverability Manager at Informz reviews what this means and what needs to be done.

Topics discussed include:
- What is CASL and how do I determine if my organization is impacted?
- What constitutes consent?
- Do we have to provide an unsubscribe mechanism?
- How must we identify our organization?
- Are there any exemptions?

Published in: Business
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CASL: What Email Marketers Need to Know

  1. 1. CASL: What Email Marketers Need to Know Andrea Zappone – Client Sales Executive Greg Robinson – Deliverability Manager
  2. 2. Disclaimer We are not lawyers and we cannot provide legal advice. Sender processes and situations vary significantly, so we advise consulting a lawyer when analyzing the granular details of CASL and how they apply to your organization. We are here to offer awareness and our interpretation as email marketers.
  3. 3. What is CASL? “…regulating certain activities that discourage reliance on electronic means of carrying out commercial activities…” Spamming Hacking Harvesting Fraud Malware Invasion of Privacy
  4. 4. Does CASL Affect me? Do you send email from Canada? YES! Do you send email to anyone in Canada, even if located elsewhere? YES!
  5. 5. CASL Requirements  Permission is required  Be prepared to prove it!  Consent forms must not be pre-checked  Functioning unsubscribe mechanism  Accurate sender info and subject lines  Include postal address and contact information  Identify organizations for whom the message is sent
  6. 6. What CASL exemptions exist? Response to inquiries Email to Family & friends Between companies with an existing relationship Work email between coworkers Political and Charity emails not promoting a product Transactional email with NO marketing Legal messages for collections, recalls or copyright info Single messages based on referrals
  7. 7. Consent – “The BIG ONE” Express vs Implied
  8. 8. Implied Consent Existing business relationships Existing non-business relationships Conspicuously posted email addresses Directly supplied addresses
  9. 9. Express Consent Clearly stated purpose of consent NO PRE-CHECKED BOXES May UNSUBSCRIBE at any time Contact information must be provided *Grace period of 3 years
  10. 10. CASL – Coming into Force July 1, 2014: Primary Legislation January 15, 2015: Computer Program Provisions July 1, 2017: Private Rights of Action Express Consent grace period ends
  11. 11. CASL Compliance Planning 1. 2. 3. 4. 5. List CEM categories Create CEM definition guideline Determine if new consent must be obtained Update consent request processes Build fields into database for offline consent
  12. 12. CASL Compliance Planning (Cont’d) Review and update email templates 7. Test and update unsubscribe mechanism 8. Train staff on new policies 9. Build an “exit” strategy 10. Create plan to reconfirm implied consent 11. ASK QUESTIONS!!! 6.
  13. 13. QUESTIONS? Please submit via the chat box Don’t be shy  Unanswered questions will be shared via email post webinar
  14. 14. THANK YOU!

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