It’s that year – the Canadian Anti Spam Legislation comes fully info effect on July 1, 2017. Wait, before you roll your eyes and click away, read the next paragraph.
The average small business in Canada has nowhere near the list size to trigger an investigation under CASL. And the reality is most small businesses aren’t yet CASL-compliant… and that probably includes yours (and even mine). There’s no need to get alarmed.
Here are the 4 most obvious ways businesses aren’t yet fully compliant.
#1. Subscription process is missing a description of what content the subscriber can expect to receive and how often
You don’t want to be misleading and you also can’t be too vague. Simply “Sign up for my newsletter!” is not good enough. Besides, you want a killer call-to-action; it makes good sense regardless of CASL.
The regulations say that a physical address must be used, not just in the footer of your emails but also accessible when people subscribe. If your mailing address isn’t on your website, you might consider adding it to your landing page or autoresponder that people see after signing up.
#3. Asking for express consent then continuing to email when it’s not received
Until you specifically ask for consent to email someone, consent may be implied. Once you have asked them, and they haven’t given you consent, it’s no longer implied. Continuing to email this person is very much against the regulations. You are better not to ask at all.
#4. No unsubscribe functionality in *regular* email
This is a tough one to implement. There are apps for that but no free and simple solution. I’m not compliant with this one yet. This also brings up the significant challenge with managing permissions across multiple platforms (let’s not go there).
Whether or not your business is fully compliant with CASL, consider whether it’s important for you to be perceived as compliant. (Find more CASL information here.)
photo by psd / Flickr