Email Marketing Fast 5 Series | Article #1
Lasso’s new monthly blog series, Email Marketing Fast Fives, explores best practices in email design, list management, and deliverability in 5 easy tips per article.
The Canadian Anti-Spam Legislation, or CASL, comes into full force July 1st, 2017. The legislation was first announced in 2014, giving businesses three years to prepare. Now that we’re coming up on the final deadline, we need to make sure we’re in compliance, or risk serious penalties. In this blog post, we outline 5 ways to be CASL-compliant by July 1st.
First, here’s what you need to know about the legislation:
- CASL is considered the harshest anti-spam legislation of its kind.
- It is opt-in focused, meaning recipients must give express consent before the first email is sent.
- It applies to marketing emails, texts and social media messages. These are known as commercial electronic messages, or CEMs.
- CASL affects any business, Canadian or otherwise, that sends CEMs to Canadian recipients.
For a full description of CASL, please visit www.fightspam.ca.
Here are 5 steps to take now to ensure compliancy:
1) Take a second look at your website registration pages. Add a question confirming that the individual would like to receive email communication. This CANNOT be pre-checked.
2) Express consent is the standard of CASL. A person giving express consent must take some positive action, such as checking a box, to indicate they’d like to receive CEM. The sender must be able to prove they received express consent through tracking items like date, time, IP address, form used, link clicked, etc. Express consent is indefinite and valid until the person withdraws consent via an unsubscribe or opt-out option.
3) Review your database. It is now illegal to email anyone who has been in your database for two or more years who has not provided express consent. Create opt-in templates to confirm interest and obtain consent. This cannot be done after July 1, 2017.
4) Clearly identify yourself and business in both mass and individual email. In mass emails, contact information must be provided in the footer.
5) Provide an unsubscribe mechanism that works for 60 days after sending the email. Opt-outs must be processed immediately and without question.
For more details, watch the CASL refresher video below with Lasso’s Dave Betcher. Please don’t hesitate to contact your Lasso Client Director about how we can help with CASL compliancy.