CASL Refresher

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:

• Ask/Obtain Consent
• Provide identification information
• Give an option to “opt-out” 

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:

• Message content
• Hyperlinks to a website
• Contact information

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.

Want to generate leads? Increase sales? We at RAVEN5 specialize in contests, sweepstakes and promotions. We are #ContestMarketing – check out why we get Results here. Interested in our services? Check out The Contest Contest for a chance to win a specialized contest marketing platform. Good luck and thanks for reading!

Jesse Bickerton, RAVEN5, November 2015

Resources

fightspam.gc.ca/eic/site/030.nsf/eng/home 

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