As of this coming July 1, 2014, Canada’s new anti-spam legislation will be enforced to better protect Canadians while ensuring that businesses can continue to compete in the global marketplace. This new legislation affects any business that uses emails or newsletters as part of their sales channels.
After all, email marketing is a wonderful tool to help build a trusted brand and one of the most effective methods to increase sales. The Direct Marketing Association calculates the ROI of email marketing to be $40 for every dollar invested.
Below are five easy steps to help you move in the right direction.
1. Become familiar with CASL, you can find out more here.
2. You must have expressed or implied consent to send a message. This means that you cannot add the email from someone who sent you an email asking for information about a product.
3. You must clearly and simply identify yourselves and anyone else on whose behalf the message is sent.
4. In every message you send, you must provide a way for recipients to subscribe from receiving messages in the future. If Canada is your market, you need to stay compliant. To stay compliant, clearly articulate a recipient’s opt-in and opt-out options, and make sure that all messaging is transparent in its purpose.
5. Get everyone in the company up-to-date with this new legislation. This legislation affects all departments in your company. Ensure that you have an internal meeting as well as regular email reminder updates to proper email practice.
Last tip: Clean up your database. Only email addresses that have agreed to receive your newsletter or promotions from your company should be contacted.
Other places to read up on the CASL Policy