The Canadian Anti-Spam Legislation, also known as CASL, came into force July 1, 2014. The basic purpose of the law is to stop unwanted emails to personal inboxes; spam text messages sent by mobile phone and automated software downloads on computers. Businesses are required to obtain consent for sending “commercial electronic messages” to clients or business contacts. Companies found in violation of the law could face up to $10,000,000 in penalty fines.
Canadians might not be surprised to see their email accounts filled up these couple of weeks with email requests from companies asking if they could continue sending newsletters. In addition to having to request consent of email contacts before July 1, businesses, large and small alike, would also be seeking new ways to promote their press launches, industry news and event invitations other than via email.
As with any new change in legislation that affects commerce, it is going to take a while to get settled and adapt. Here are a few pointers:
Educate company staff
Bring people in your organization or company together to learn about the new legislation that will affect marketing schedules. Let everyone pitch in about how to cope with new changes and revised workflows.
Track implied consent
Any customer who has purchased your product will have a window of implied consent to your electronic marketing messages for two years. Identifying each customer’s last purchase date is important because that gives you the allowance to continue emailing him or her even as you are working towards obtaining official consent.
Find new marketing methods
With retailers flooding inboxes as they are trying to gain express consent for emailing their customers, many Canadians might be tuning out and feeling the fatigue from giving consent online repeatedly. It would be to the marketers’ advantage if they could find new eye-catching ways to grab customers’ attention without the usual email newsletter.
Mobile apps will require a mobile phone or tablet user’s permission before the app is downloaded onto the device. This eliminates the worry of having to gain consent immediately. The benefits of having a mobile app is also that users can choose to read it in their own time (likely when it is easier for them to focus on the content); content can be automatically updated to the latest version; there is a bigger potential for apps to be visually engaging and interactive.
Want a demo on innovative mobile apps that would market your business amidst the anti-spam law? Contact our Chief Experience Designer at email@example.com or call 416-595-9823.