For the past few weeks, there has been uproar throughout the email marketing world about Canada’s new Canada’s new anti-spam legislation(CASL)​ which will be effective July 01, 2014. 

According to CASL, Canadian citizens will have a greater control over their inbox and can take action against email marketers indulging in unsolicited emails.

What you need to know?

In December 2010, Canadian legislation passed a law to run the e-commerce industry especially email marketing in a smoother way. This law would be effective from July 01, 2014.

This means, email marketers must obtain consent before sending commercial electronic messages (CEMs) to email recipients. If we look at the larger picture, commercial electronic messages include emails, SMS text messages, instant messages and messages sent through social networks.

What impact does CASL have?

Though the Canada’s new anti-spam legislation (CASL) sounds scary, in reality it is less troubling to email marketing industry. All you need to do is to meet few technical requirements to have an accurate database of subscribers.

For this, you need to send an exclusive email to the existing subscribers to express their consent that they are interested in receiving the newsletters on promotions, offers, business opportunities, events, etc.

For spammers, it’s going to be really a nightmare as this law has declared the spam as illegal and spammers will be penalized when found in violation of CASL.

What you need to do?

For existing subscribers via implied consent, you need to obtain approval to send commercial email messages. Before that please create a segment to filter the subscribers via implied consent. follow the steps given below:

1. Go to Contacts module --> List Management subtab.

2. Click the Mailing List; you'd like to create a segment.

3. Now, click the Create Segment button present at right hand side.

4. In Create Segments page, give a name to your segment. (This is for your reference to identify and relate to the criteria).

5. Choose Segment Criteria as Opt-in  is false.

Now, send an email campaign to these filtered subscribers requesting them to express their consent. You need to use the predefined merge tag $[LI:EMAILCONSENT]$ to generate the link for express consent. 

The email should contain the following: 

• Clearly describe the purpose of express consent.

• Provide sender identity such as name and company name.

• Express consent link ($[LI:EMAILCONSENT]$)

• Provide Contact information such as mailing address and contact number or email address.

• Provide an unsubscribe link to recipients.

Once, subscribers express their consent or confirm through double opt-in, you can create a segment by filtering these subscribers with the criteria as Opt-in is TRUE.

With​ reference to new subscribers coming via sign-up form, they'll go ​through the process of double opt-in confirmation which makes their Opt-in field as TRUE.

We, at Zoho Campaigns welcome this great move by the Canadian government and consider this legislation (CASL) as an evolutionary step in respecting the privacy of recipients as well as making it more competitive but tidy online marketplace. 

Click here to learn more about Canada's Anti-spam legislation. 

What’s your take on this? Do share your opinion. If you’re facing any difficulties, feel free to drop an email to our support: support(at)zohocampaigns(dot)com and our email experts are ready to rescue you.

Cheers!

Chandan Singh