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3-Ways to Help Stay CAN/SPAM and CASL Compliant

 In Email List/Newsletter, Email Marketing
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On July 1, 2014, Canadian anti-spam legislation came into force. For everyone in Canada and for those that maintain business relationships with Canadian clients, you’ll want to review your email list acquisition, messaging, and permission programs. Along the way, here are 3 strategies that support CASL compliance.

CASL List Acquisition Program

Your website signup forms must implement opt-in consent with an actionable item. For example, by checking a box on a form or inputting an email address, you obtain permission to send subscribers email. This method complies with “express” consent which remains valid until the subscriber withdraws through an unsubscribe request.

CASL and CAN/SPAMTo meet both CAN/SPAM and CASL requirements, the form must clearly describe:

  • The purpose of the signup
  • A primary physical address and secondary method to opt-out (phone number, email address, or web link)
  • A separate link to your privacy policy

Messaging Programs

The Welcome campaign sets up expectations and is as important as ever. It initiates the new relationship, so tell your readers:

  • What type of email you send
  • How often you send email
  • Which email address to add into their contacts for better deliverability
  • How to unsubscribe

Preference Centers

Preference centers give subscribers a chance to opt-down and not opt-out. In addition to the CAN/SPAM and CASL required unsubscribe link, a Preference Center offers subscribers a way to stay connected and gives them a choice of:

  • Frequency: daily, weekly, monthly, quarterly
  • Topics of interest: news, events, press releases, bulletins

References and Resources

OpenMoves recommends that you assess your email marketing programs to guarantee that you meet CASL and CAN/SPAM requirements. If you have questions, please send your inquiry to support@openmoves.com.

Resources:

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