On July 1st, there’s going to be some significant changes implemented for business who incorporated promotional emails and monthly newsletters into their marketing plans. These new rules are targeting email spam, and they will have quite an impact on many small businesses.
Known as Canada’s Anti Spam Legislation, or CASL, it’s being referred to as one of the strictest anti-spam policies in the world, and its main purpose is to help combat identity thieves, phishers, and those that send mass amounts of unwanted emails to online users. Unfortunately, it will also have a detrimental effect on the marketing efforts of many Canadian businesses. It’s crucial that you take the proper steps to be prepared for the changes that will be implemented on Tuesday, July 1, 2014.
New Email Marketing Laws In Effect Starting July 1st- What’s New? What’s Changing?
We’ve listed some of the most critical elements of the new anti-spam rules that will be implemented on July 1st below:
- Unless you have consent from the recipient, businesses can no longer send commercial electronic communications (including emails, text messages, and social networking messages)
- Each commercial email message must have an unsubscribe button featured within the email
- You can no longer use false or misleading representations online in the promotion of products or services
It is being recommended that records of consent from recipients need to also be created and retained. It’s crucial to follow these new rules, since this legislation has a maximum penalty of $10 million for an organization (and $1 million for an individual.) Here are some significant exemptions to these new anti-spam rules:
- Messages that are sent from instant messaging platforms (LinkedIn, BBM Messenger, etc.) where the required identification and unsubscribe information can easily be found on the user interface
- Messages that are sent by registered charities for the primary purpose of fundraising
- Messages that are sent and received within online portals, such as banking portals
- Messages sent to listed foreign countries, where it’s reasonable to believe that the message will be opened in a listed foreign country that has similar rules as CASL
- Messages that are sent by political parties seeking contributions
These strict changes are bound to be a tough adjustment for all business owners. We recommend that you work on getting express consent from your email recipients as soon as you can to help prepare your business for these new anti-spam laws. Another great idea would be to prominently feature an unsubscribe link or button in your weekly or monthly email newsletters. To help answer any questions you may have about the new CASL’s anti-spam rules, click here to check out a detailed and informative FAQ that they’ve published on The Government Of Canada’s official website.