November 15, 2015 Jesse Bickerton
Email marketing remains one of the best ways to reach prospects and clients, allowing you to target and deliver targeted messages, at a very cost-effective way. However, if you’re a marketer or business owner in Canada, you’ve at least heard of Canada’s Anti-Spam Legislation or CASL for short.
CASL is legislation on commercial electronic messages (CEM), requiring the sender to now do several things:
This is in the hopes that this will reduce spam. When sending a CEM, they are subject to certain rules and guidelines. For example, what constitutes as a CEM may not always be commercially based… A CEM is defined to include:
As you can see, the rules are openly defined. It all depends where you put things. An email with an offer to sell a product in the message would be defined as a CEM. Including your business information in your email signature however is allowed. It all relies on context.
When sending emails, remember to get consent. There’s a lot of rules to read up on, so check out CASL Basics from Raven5, and here’s an article on Implied Consent and how it applies to email marketing. Got another minute? Here’s a neat video chronicling Google’s logo.
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Jesse Bickerton, RAVEN5, November 2015