Are you ready for the new Canadian Anti-Spam Law (CASL)?

You likely have already heard that Canada’s new Anti-Spam law comes into effect July 1st. While the main targets of the legislation are bulk spammers pushing adult content, fake lotteries and dodgy pharmacies, it affects all businesses who are doing business in Canada.

The main requirements are fairly straight forward: You have to say who you are (including address & contact information) and you have to provide an easy and obvious way for people to unsubscribe. We believe that these provisions which you are likely already doing will prevent you from getting into trouble.

The sticky point though is establishing consent. Most of us have built our lists with simple subscription forms, collecting business cards or having a list at our place of business. To ensure you are protected though you need more proof.


We are recommending two steps:

Setup Double Opt - In:  When someone fills out your subscription form, they are sent a simple email asking them to confirm their subscription. This ensures that they really do want to receive your emails and reduces the likelihood that they can say they did not subscribe. A portion of your new subscribers will not confirm which is unfortunate but better than ending up in court.  If you are not already using it, contact us to set it up.

Clean your current list:  If you have ANY doubts about your list and your ability to prove that all subscribers really want to get your newsletter, we do a one time mail out explaining that you are updating your records because you are a law abiding citizen. All your users will have to do is click a link to confirm. This will have a pretty huge impact on the size of your list but will refocus it on your engaged audience. These are the people you want anyway.

To help you get started here is a simple re-subscribe letter I received from Universal Music Canada. Feel free to edit it and use as a template when you contact your newsletter subscribers. 

 Dear [company name] Newsletter Subscriber,

We want to keep you in the loop about the latest [company name] information and more. To continue getting the inside information, please use the link below to confirm by July 1, 2014.

[LINK HERE]

For assistance, please contact support@idealever.com or call 1.888.374.0906 to reach our support team.

Watch for our own re-subscribe email arriving in your inbox shortly.  If you are a client of ideaLEVER or are using SiteCM or CommerceCM, you need to re-subscribe to ensure you get our service alerts.

 

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