The Canadian Anti-SPAM Legislation

© 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
 Welcome + Intro
 A summary of CASL
 Why growing your contacts is important
 How you can grow your contacts
 Common CASL questions
Agenda

© 2014
 Welcome + Intro
Agenda

© 2014
 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.

© 2014
 “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

© 2014
 “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

© 2014
 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

© 2014
 “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

© 2014
Acceptable Express Consent Opt-In

© 2014
Unacceptable Opt-In Form

© 2014
Responsible for enforcement of CASL

© 2014
CASL Constant Contact Account Tips
cc94.com/map

© 2014
 Welcome + Intro
 It’s about engagement
 What you can do today…
 Next Steps
Agenda

© 2014
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

© 2014
It’s about engagement

© 2014
frith@bluebirdbc.com #CASL (250) 801 540121© Constant Contact 2012
hope is not
a strategy
© 2014

© 2014
more willing
&
more picky
© 2014

© 2014
CAFE GTA Programming Survey
CAFE GTA Programming Survey

© 2014
 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”

© 2014
 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…

© 2014
 Welcome + Intro
– The actual collection!
– What you can do today
Agenda

© 2014
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

© 2014
add a Join My Mailing List form to your
website, landing pages, etc.
Join my mailing list

© 2014
use a QR code that links to your
Join-my-Mailing-List sign up form
Scan-to-join

© 2014
promote your email list and encourage
people to join from your business card
and other printed collateral
Printed collateral

© 2014
invite people to join your list from your
voice mail, point of sale receipts,
coupons, and at your checkout
Customer interactions

© 2014
share your emails on your social media
pages to entice people to join your list
Facebook LinkedIn
Instagram
Twitter
Pinterest Youtube
Share

© 2014
use social sites to draw people
to your email list
Social media

© 2014
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!

© 2014
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.

© 2014
 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

© 2014
 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

© 2014
 what other interesting ideas have you
seen for collecting information from
customers, supporters, clients, etc.?
The actual collection

© 2014
 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.

© 2014
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

© 2014
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?

© 2014
 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?

© 2014
 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.

© 2014
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