Canada has enacted new legislation that could affect your email marketing with VerticalResponse. While we cannot make guarantees about how CASL (Canadian Anti-Spam Legislation) might affect you, we want to provide as much information as we can regarding these changes.
On July 1, 2014, Canada's anti-spam legislation (CASL) will go into effect. Here's what you need to know:
According to Canada's anti-spam legislation website, "The Act will begin to take effect on July 1, 2014 when most of the Act comes into force. Once the law is in force, it will help to protect Canadians while ensuring that businesses can continue to compete in the global marketplace."
CASL states your email must comply with these three elements:
My business is not in Canada so I'm not affected, right?
Just because your business is located outside of Canada does not mean you are exempt from CASL. If you're sending email to anyone who resides in Canada, your sending practices must abide by these rules.
CASL, the Canadian Anti-Spam Legislation, and it went into effect July 1st, 2014. To help businesses figure out how to be in compliance with this, and other spam laws, we have a few tips.
First, take a deep breath and relax. If you’ve been mailing through VerticalResponse or another ESP, you’re most likely already in compliance with CASL, and other laws around the world as well, but lets go over some of the specifics.
This is similar to CAN-SPAM and other laws around the world, and if you’re using an ESP you’re already in compliance, they all provide tools to help you meet these rules. The one thing different in CASL, and some of the European anti-spam laws, is the opt-in list piece.
The biggest questions seem to be around lists and permission. Here’s what you need to know and understand about your lists.
If you’re using an opt-in form you’re good, you have permission and you have proof of sign-up if you need it.
That wasn’t too tough, right? If you want to reconfirm opt-in you can do that with your VR opt-in form. To set up an opt-in form click through to our help site for more info. If you want to get fancy, create a button that says something like Click to Confirm Your Interest, or Click to Remain on Our List, at our free button site and include it in your emails or website. Use the URL from your opt-in form to link the button so people can go right to your form and confirm.
You may want to create a list segment that contains only Canadian email addresses and make sure you know where all the addresses came from. Use our segmentation tool to search your lists for addresses then end in .ca and create a list with that info. You can email to any number of lists at one time, so you can use this list if you need it for your marketing.
Remember, to send an email through VerticalResponse they have to give permission before you send an email, so you can't ask to confirm to be on the list through your account.