With less than 4 months left, the new Canadian anti-spam law (CASL) is getting a refresher on July 1, 2014. If you’re an email marketer, then the following insight about the new Canadian law is definitely important for your business to ensure that the email marketing campaign comply with the new laws.
1) According to the new law, every time a customer does a paper Signups for the newsletter, it is required that the customers know that they are subscribing for promotional ways. A prominent note or a checkbox stating the purpose of the Signup should be clearly mentioned. And, in case of any discrepancies and complaints, the sender is required to provide a proof of the same in the CASL complaint opt in.
2) Only if your message is deemed as commercial under the CASL, you can send email surveys, product usage guides and other market information. However, unsolicited email is banned as per the laws, even if the email is designated as commercial.
3) The biggest blow that has hit the face of many email marketers is the fact that they now an implied consent is considered unlawful by the Canadian Government. Under the new law, it is essential to get the consent every 2 years from the customers to in order to continue marketing to them. No consent implies no further marketing to that particular customer.
4) To stop the spamming, the Canadian government has now allowed only one time referring of the friends, and it is essential that the first and the last name of the referrer is mentioned in the email to avoid violation under CASL.
5) Marketers can no longer opt in customers for all the electronic communication which includes SMS or email through one checkbox at the time of registering.
6) Many times marketer bury opt in condition under the terms and condition heading which most of the customers agree. Now, the marketers will have to explicitly state opt in norms and regulations. Agreeing to the terms and conditions is no longer accepted.
Many perceive it as a new phase in the email marketing industry, as the new laws will curb the spam and customers will now be able to read and open the newsletter which otherwise would have gone in the trash.