0
© 2014
Grow Your List
the CASL Way
Complying With Canada’s
Anti-Spam Legislation
© 2014
frith@bluebirdbc.com #CASL (250) 801 54013
Why are we here today?
© 2014
frith@bluebirdbc.com #CASL (250) 801 54014
 Welcome + Intro
 A summary of CASL
 Why growing your contacts is imp...
© 2014
frith@bluebirdbc.com #CASL (250) 801 54015
 Welcome + Intro
 A summary of CASL
 Why growing your contacts is imp...
© 2014
frith@bluebirdbc.com #CASL (250) 801 54016
 Canada’s Anti-Spam Legislation (CASL)
– New rules for sending Commerci...
© 2014
frith@bluebirdbc.com #CASL (250) 801 54017
 “express”
– explicit permission (electronically, in writing
or orally ...
© 2014
frith@bluebirdbc.com #CASL (250) 801 54018
 “implied” (CASL provides that consent may be implied in any of
the fol...
© 2014
frith@bluebirdbc.com #CASL (250) 801 54019
 Why care?
– Fines associated with non-compliance – so
track permission...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540110
 “commercial activity” is regulated by
CASL…how does that apply to non...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540111
Acceptable Express Consent Opt-In
© 2014
frith@bluebirdbc.com #CASL (250) 801 540112
Acceptable Express Consent Opt-In
© 2014
frith@bluebirdbc.com #CASL (250) 801 540113
Unacceptable Opt-In Form
© 2014
frith@bluebirdbc.com #CASL (250) 801 540114
Responsible for enforcement of CASL
© 2014
frith@bluebirdbc.com #CASL (250) 801 540115
CASL Constant Contact Account Tips
cc94.com/map
© 2014
frith@bluebirdbc.com #CASL (250) 801 540116
CASL Constant Contact Account Tips
cc94.com/map
© 2014
frith@bluebirdbc.com #CASL (250) 801 540117
 Welcome + Intro
 A summary of CASL
 Why growing your contacts is im...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540118
permission and engagement marketing turns strangers
into friends & frie...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540119
It’s about engagement
© 2014
frith@bluebirdbc.com #CASL (250) 801 540120 © 2014
#(hastag) @(handle) email@email.com
© 2014
frith@bluebirdbc.com #CASL (250) 801 540121© Constant Contact 2012
hope is not
a strategy
© 2014
#(hastag) @(handle...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540122
more willing
&
more picky
© 2014
#(hastag) @(handle) email@email.com
© 2014
frith@bluebirdbc.com #CASL (250) 801 540124
© 2014
frith@bluebirdbc.com #CASL (250) 801 540125
© 2014
frith@bluebirdbc.com #CASL (250) 801 540126
© 2014
frith@bluebirdbc.com #CASL (250) 801 540127
CAFE GTA Programming Survey
CAFE GTA Programming Survey
© 2014
frith@bluebirdbc.com #CASL (250) 801 540128
 avoid words with negative connotations – such
as “telemarketer”
 con...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540129
 clearly define what you’ll offer in exchange
for an email address
– p...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540130
 Welcome + Intro
 A summary of CASL
 Why growing your contacts is im...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540131
Build your list where you connect!
customer &
prospect database
voicema...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540132
add a Join My Mailing List form to your
website, landing pages, etc.
Jo...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540133
use a QR code that links to your
Join-my-Mailing-List sign up form
Scan...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540134
promote your email list and encourage
people to join from your business...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540135
invite people to join your list from your
voice mail, point of sale rec...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540136
share your emails on your social media
pages to entice people to join y...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540137
use social sites to draw people
to your email list
Social media
© 2014
frith@bluebirdbc.com #CASL (250) 801 540138
continue to use business card drops – just
make sure you follow paramet...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540139
Some tools to aid in collection
Add and update contacts
directly from y...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540141
 followers and communication
on social media exist at
discretion of si...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540142
 your list, however, is
enduring…
 you own the connection you
have wi...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540143
 what other interesting ideas have you
seen for collecting information...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540144
 Collection: determine two (2) new ways that
you’ll try to collect ema...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540145
 Welcome + Intro
 A summary of CASL
 Why growing your contacts is im...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540146
Do I have to reconfirm consent if I’ve
been emailing my contacts for ye...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540147
How does CASL apply to social
networking sites such as LinkedIn,
Twitte...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540148
Do opt-ins (with proper ‘express’
permission) have an expiration date?
...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540149
 Review your lists
– Were the names on the lists collected with
clear ...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540150
What you can do today…
 Review your lists
– Were the names on the list...
© 2014
frith@bluebirdbc.com #CASL (250) 801 540151
What questions do you have?
© 2014
frith@bluebirdbc.com #CASL (250) 801 540152
Special offer valid until Friday:
Sign up to a paid account and get:
Fr...
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The Canadian Anti-SPAM Legislation

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Transcript of "The Canadian Anti-SPAM Legislation"

  1. 1. © 2014 Grow Your List the CASL Way Complying With Canada’s Anti-Spam Legislation
  2. 2. © 2014 frith@bluebirdbc.com #CASL (250) 801 54013 Why are we here today?
  3. 3. © 2014 frith@bluebirdbc.com #CASL (250) 801 54014  Welcome + Intro  A summary of CASL  Why growing your contacts is important  How you can grow your contacts  Common CASL questions Agenda
  4. 4. © 2014 frith@bluebirdbc.com #CASL (250) 801 54015  Welcome + Intro  A summary of CASL  Why growing your contacts is important  How you can grow your contacts  Common CASL questions Agenda
  5. 5. © 2014 frith@bluebirdbc.com #CASL (250) 801 54016  Canada’s Anti-Spam Legislation (CASL) – New rules for sending Commercial Electronic Messages [CEM] What is CASL? Applies to Email Marketing, and all Social Media Marketing In short, don't assume that your audiences want your marketing stuff, get their permission first.
  6. 6. © 2014 frith@bluebirdbc.com #CASL (250) 801 54017  “express” – explicit permission (electronically, in writing or orally with documentation) to send CEMs – in requesting express consent, • clearly describe what they will get • Indicate who is requesting permission • indicate that the recipient can unsubscribe – a pre-checked box cannot be used to obtain consent Consent – express vs. implied
  7. 7. © 2014 frith@bluebirdbc.com #CASL (250) 801 54018  “implied” (CASL provides that consent may be implied in any of the following circumstances) – existing business or non-business relationship – published electronic address not accompanied by a disclaimer indicating they do not wish to receive unsolicited messages – the recipient has disclosed their electronic address directly to the sender Consent – express vs. implied
  8. 8. © 2014 frith@bluebirdbc.com #CASL (250) 801 54019  Why care? – Fines associated with non-compliance – so track permission carefully  What do you have to say when asking for express consent? – Ensure they know they are opting in to receive commercial messages  What needs to be included in your emails to ensure you maintain CASL compliance? – Unsubscribe options – Reminders on why you’re getting the email – Clear indicators of who the senders are. Other considerations
  9. 9. © 2014 frith@bluebirdbc.com #CASL (250) 801 540110  “commercial activity” is regulated by CASL…how does that apply to non-profits? – “Commercial” refers to activities of a commercial nature, whether or not carried out for profit. • In other words, any organization that sends email to customers, donors, or members is subject to CASL. – However, concession made for messages of a fundraising nature A note for nonprofits
  10. 10. © 2014 frith@bluebirdbc.com #CASL (250) 801 540111 Acceptable Express Consent Opt-In
  11. 11. © 2014 frith@bluebirdbc.com #CASL (250) 801 540112 Acceptable Express Consent Opt-In
  12. 12. © 2014 frith@bluebirdbc.com #CASL (250) 801 540113 Unacceptable Opt-In Form
  13. 13. © 2014 frith@bluebirdbc.com #CASL (250) 801 540114 Responsible for enforcement of CASL
  14. 14. © 2014 frith@bluebirdbc.com #CASL (250) 801 540115 CASL Constant Contact Account Tips cc94.com/map
  15. 15. © 2014 frith@bluebirdbc.com #CASL (250) 801 540116 CASL Constant Contact Account Tips cc94.com/map
  16. 16. © 2014 frith@bluebirdbc.com #CASL (250) 801 540117  Welcome + Intro  A summary of CASL  Why growing your contacts is important  It’s about engagement  What you can do today…  How you can grow your contacts  Common CASL questions  Next Steps Agenda
  17. 17. © 2014 frith@bluebirdbc.com #CASL (250) 801 540118 permission and engagement marketing turns strangers into friends & friends into loyal customers. Real permission works like this: if you stop showing up, people complain, they ask where you went. Seth Godin Permission Marketing When you create a great customer experience, you make it easier for customers to be receptive to doing business with you again, to remaining in touch with you, and to sharing their experiences with their networks. Gail Goodman Engagement Marketing
  18. 18. © 2014 frith@bluebirdbc.com #CASL (250) 801 540119 It’s about engagement
  19. 19. © 2014 frith@bluebirdbc.com #CASL (250) 801 540120 © 2014 #(hastag) @(handle) email@email.com
  20. 20. © 2014 frith@bluebirdbc.com #CASL (250) 801 540121© Constant Contact 2012 hope is not a strategy © 2014 #(hastag) @(handle) email@email.com
  21. 21. © 2014 frith@bluebirdbc.com #CASL (250) 801 540122 more willing & more picky © 2014 #(hastag) @(handle) email@email.com
  22. 22. © 2014 frith@bluebirdbc.com #CASL (250) 801 540124
  23. 23. © 2014 frith@bluebirdbc.com #CASL (250) 801 540125
  24. 24. © 2014 frith@bluebirdbc.com #CASL (250) 801 540126
  25. 25. © 2014 frith@bluebirdbc.com #CASL (250) 801 540127 CAFE GTA Programming Survey CAFE GTA Programming Survey
  26. 26. © 2014 frith@bluebirdbc.com #CASL (250) 801 540128  avoid words with negative connotations – such as “telemarketer”  connect to the reader’s emotions – “fresh,” “healthy,” or “sexy”  make yourself sounds AWESOME! Choose your words carefully! “everything changed when I started calling myself a web marketing master”
  27. 27. © 2014 frith@bluebirdbc.com #CASL (250) 801 540129  clearly define what you’ll offer in exchange for an email address – practice your “pitch” – train your staff on the pitch – MAKE THE PITCH!!  deliver what you say you will  survey your audiences to learn what they consider valuable – adjust your offer and engagement accordingly What you can do today…
  28. 28. © 2014 frith@bluebirdbc.com #CASL (250) 801 540130  Welcome + Intro  A summary of CASL  Why growing your contacts is important  How you can grow your contacts – The actual collection! – What you can do today  Common CASL questions Agenda
  29. 29. © 2014 frith@bluebirdbc.com #CASL (250) 801 540131 Build your list where you connect! customer & prospect database voicemail or calls events and meetings email signature guest book at your org online presence 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Source: Transact Media Group
  30. 30. © 2014 frith@bluebirdbc.com #CASL (250) 801 540132 add a Join My Mailing List form to your website, landing pages, etc. Join my mailing list
  31. 31. © 2014 frith@bluebirdbc.com #CASL (250) 801 540133 use a QR code that links to your Join-my-Mailing-List sign up form Scan-to-join
  32. 32. © 2014 frith@bluebirdbc.com #CASL (250) 801 540134 promote your email list and encourage people to join from your business card and other printed collateral Printed collateral
  33. 33. © 2014 frith@bluebirdbc.com #CASL (250) 801 540135 invite people to join your list from your voice mail, point of sale receipts, coupons, and at your checkout Customer interactions
  34. 34. © 2014 frith@bluebirdbc.com #CASL (250) 801 540136 share your emails on your social media pages to entice people to join your list Facebook LinkedIn Instagram Twitter Pinterest Youtube Share
  35. 35. © 2014 frith@bluebirdbc.com #CASL (250) 801 540137 use social sites to draw people to your email list Social media
  36. 36. © 2014 frith@bluebirdbc.com #CASL (250) 801 540138 continue to use business card drops – just make sure you follow parameters of CASL Don‘t forget the fishbowl Be upfront – manage expectations – promote the benefits of your Newsletter!
  37. 37. © 2014 frith@bluebirdbc.com #CASL (250) 801 540139 Some tools to aid in collection Add and update contacts directly from your desktop on your computer with our Contact Capture Tool. Add contacts without having to open a web browser. Contact Capture Capture names, emails and even preferences from customers and add them to your Constant Contact account automatically. iCapture does not require an internet connection. Just re-launch the app when you get a connection and your captured data is immediately delivered to Constant Contact. iCapture for iPad or Android Quickly and accurately extracts and enters contact information from your paper forms and business cards into Constant Contact. Accurate even with handwriting: it can handle human marks and handwriting with far higher accuracy than OCR. Captricity *Note: integration with Constant contact is free, however there is a low price per-page fee for processing.
  38. 38. © 2014 frith@bluebirdbc.com #CASL (250) 801 540141  followers and communication on social media exist at discretion of site owner  if their algorithm’s change, you may reach even fewer Rent vs. Own
  39. 39. © 2014 frith@bluebirdbc.com #CASL (250) 801 540142  your list, however, is enduring…  you own the connection you have with those individuals  responsibility: continue to deliver the value you promised  no value = unsubscribe Rent vs. Own
  40. 40. © 2014 frith@bluebirdbc.com #CASL (250) 801 540143  what other interesting ideas have you seen for collecting information from customers, supporters, clients, etc.? The actual collection
  41. 41. © 2014 frith@bluebirdbc.com #CASL (250) 801 540144  Collection: determine two (2) new ways that you’ll try to collect emails…put into place and test…  Review: check the language you use when asking for email addresses and other contact info  Review: in your emails do you remind of subscription, do you offer opt-out/unsubscribe options, etc. What you can do today…
  42. 42. © 2014 frith@bluebirdbc.com #CASL (250) 801 540145  Welcome + Intro  A summary of CASL  Why growing your contacts is important  How you can grow your contacts  Common CASL questions – Top 3 questions – What you can do today… Agenda
  43. 43. © 2014 frith@bluebirdbc.com #CASL (250) 801 540146 Do I have to reconfirm consent if I’ve been emailing my contacts for years? If so, what is the best way to do so? Top 3 questions…#1
  44. 44. © 2014 frith@bluebirdbc.com #CASL (250) 801 540147 How does CASL apply to social networking sites such as LinkedIn, Twitter, and Facebook? Is it considered express consent when people “like” or “follow” your page? Top 3 questions…#2
  45. 45. © 2014 frith@bluebirdbc.com #CASL (250) 801 540148 Do opt-ins (with proper ‘express’ permission) have an expiration date? Top 3 questions…#3
  46. 46. © 2014 frith@bluebirdbc.com #CASL (250) 801 540149  Review your lists – Were the names on the lists collected with clear and express consent? – If not, start building a communication plan to get that consent  Review your emails – Does the language in those emails reflect what CASL (with Permission) requires? What you can do today…
  47. 47. © 2014 frith@bluebirdbc.com #CASL (250) 801 540150 What you can do today…  Review your lists – Were the names on the lists collected with clear and express consent? – If not, start building a communication to get that consent  Review your emails – Does the language in those emails reflect what CASL requires?  define what you’ll offer in exchange for an email address  deliver what you say you will  survey your audiences to learn what they consider valuable  Collection – find two (2) new ways that you’ll try to collect emails…put into place and test…  Review – check the language you use when asking for email addresses  Review – in your emails, remind of subscription, offer opt-out +unsubscribe options, etc.
  48. 48. © 2014 frith@bluebirdbc.com #CASL (250) 801 540151 What questions do you have?
  49. 49. © 2014 frith@bluebirdbc.com #CASL (250) 801 540152 Special offer valid until Friday: Sign up to a paid account and get: Free branding match! Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Send personalized email newsletters and expand your audience with our list-building tools. Manage your events online: send invites, create an event homepage, and promote registration. Turn fans into customers with coupons, downloads, and contest on Facebook and get new likes and email sign-ups. Reward loyal customers with shareable local deals and capture contact info every time you sell. Get found by millions online and manage your business info across the web, all from one place. Transform your communications into conversations with online surveys and polls. Email Marketing EventSpot Social Campaigns SaveLocal SinglePlatform Online Survey
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