On July 24th we discussed how to effectively integrate CASL into your email marketing approach during our Email Marketing Workshop.
The intent of Canadian Anti-Spam Legislation (CASL) is to protect Canadians from the most damaging and deceptive forms of spam (email, text messages). Spam includes more than unsolicited commercial messages. Did you know that spam represents 75 to 90 percent of all email traffic? It has become the vehicle for a wide range of threats to online commerce affecting individuals, businesses and network providers such as:
Identity Theft – the theft of personal data to rob bank and credit card accounts
Phishing – online fraud luring individuals to counterfeit websites
Spyware – the collection of personal information through illicit access to computer systems
Spoofing – the counterfeiting of business websites to defraud individuals and businesses
Network Attacks – via spam-borne viruses and other malicious software slow networks down and threaten the stability of the Internet and online services
Canada was ranked fourth on Cisco’s Spam by Originating Country list for 2008.
On July 24th we discussed how to develop an effective email marketing program that is CASL compliant during our Email Marketing Workshop.
Under CASL, all commercial emails must meet the following requirements:
- Consent: you must have implied or express consent from the recipients and detailed records of how and when you obtained consent
- Identification Information: the sender’s name, organization and mailing address must be included in the email
- Unsubscribe mechanism: a simple, quick and easy way for recipients to unsubscribe must be included in the email
How will you be affected by CASL?
Legitimate businesses that use email to market their products to Canadians should not be negatively impacted by this law. CASL centres around a consent based approach, which means that recipients of your commercial emails (product, service or company information, promotions etc.) must fall into one of the following categories:
Existing business relationship – recipient has purchased, is in the process of purchasing or made an inquiry about your organization’s products or services or;
Existing non-business relationship – you are a registered charity, political party or candidate and the recipient has made a donation, provided a gift to or has done volunteer work or;
Recipient’s email address was published or provided to you – the recipient disclosed their email address to you without any restrictions.
Opted-In – the recipient opted into your email list/s
On July 24th we discussed how to use email to nurture leads and enhance your sales process during our Email Marketing Workshop.
Consent is only part of the battle. Content is the biggest part.
CASL is merely one aspect of email marketing best practices. Effective email marketing focuses on content – what, how, when and to whom it is presented. Spam is similar to junk mail or calls from telemarketers. It’s unwanted, bothersome and a waste of your time. Do you want your company and brand to be known for bothering people with unwanted email i.e. bugging them to buy something or do you want to be known for engaging and helping potential customers solve problems with informative, valuable information?
Before you send out your next email, consider these questions:
- Is the email interesting and relevant to my recipients i.e. worth their time to read?
- Does it provide a solution to a common (prospect) problem?
- Will this email move recipients further along the sales process i.e. closer to buying?
- Am I sending this email to the right people i.e. influencers or decision makers?
- Do my recipients even want to receive this email? Have they opened similar emails in the past?
On July 24th we discussed how to develop an email marketing program that engages potential customers July 24th during our Email Marketing Workshop.
How do you use email marketing in your business and grow you email list in a CASL compliant way? Please fill out the form below to get access to your copy of the guide:
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