Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Canadian Anti Spam Law


Published on

Canadian Anti-Spam Law takes affect July 1, 2014. This will impact every business that sends emails out to Canadian people or organizations for business purposes.
Get the details of how this Anti-Spam legislation will affect organizations and their email communication.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Canadian Anti Spam Law

  1. 1. Canadian Anti-Spam Law EMAIL Communication How it Affects your Business The thoughts and ideas included in this presentation are based on my own personal interpretation of CASL and are not intended to provide advice. Discussion is encouraged on these ideas.
  2. 2. CASL takes effect July 1, 2014  Affects all business emails  CEM – Commercial Electronic Message  Any information related to sales of products or services  Applies to anyone sending a commercial email  Includes links, pictures, video and audio
  3. 3. Consent is Key  No Consent >> NO EMAIL  Explicit Consent ◦ They stated deliberately they want your message ◦ They took action ◦ Verbal, in writing or electronic
  4. 4. Implied Consent  People you are in business with ◦ Existing Clients ◦ Employees ◦ Suppliers and Vendors  People who advertise their email online ◦ Their business must be related to your service
  5. 5. Business Card Exemption  If you get a business card from someone with an email – you can send them CEMs  As well if they inform you of their email in another way  Informed Consent – valid for two years* * Need to verify with CRTC
  6. 6. Explicit Consent - Conditions  Holy Grail of Email Communication  They must take action  You must tell them who you are  You must tell them what you will be sending them  Cannot be conditional, i.e. that they have to consent in order to get something
  7. 7. What about Sales Inquiries  If they ask about your product / business ◦ Can send them information ◦ Implied Consent for 6 months ◦ After that – NO EMAIL ◦ During that 6 months you can attempt to gain Express Consent
  8. 8. What to do with Email Lists  After July 1, 2014 > NOTHING  An email sent to ask if they would Express Consent to receiving emails is a CEM – you just broke the rules!!  Before July 1, 2014 – persuade them to give Express Consent
  9. 9. Exemption on Opt-In Emails  Did they express consent to be emailed? “If you obtained valid express consent prior to CASL coming into force, you will be able to continue to rely on that express consent after CASL comes into force, even if your request did not contain the requisite identification and contact information.” “You need to prove that you have obtained such express consent”
  10. 10. Email Communication  Every CEM – Email communication must contain: ◦ Sender of the message with contact information and/or who the message is sent on behalf of ◦ Mailing / Postal Address ◦ Unsubscribe Link  Although the link can go to a website where they choose what to unsubscribe
  11. 11. Keys to Success  Track Everything – need a good CRM ◦ Track who has Express Consent and who has Implied Consent and who does not have consent ◦ Keep record of the details of Expressed Consent  Date  Who consent was given to  What information they gave consent for
  12. 12. Keys to Success  Tracking Implied Consent ◦ Inquiries – 6 Months of Implied Consent ◦ Clients – Business Relationships – 2 years from date of last transaction ◦ Business Card exemptions ◦ Website listing exemptions
  13. 13. What to do Now? Start Today!!!!  Communicate with existing list  Ask for Express Consent correctly  Get your CRM system up and functioning  Train everyone in your organization
  14. 14. Expert Help Jack Zenert Marketing Specialist Expert in Email Communication and CRM Systems CASL Advisor 403-201-4444