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CASL/Spam: Action List for Business
You've probably heard about Canada's anti-spam CASL Act, whose provisions go into effect sometime later this year. We've created this quick action reference sheet for you to summarize its provisions, outline the changes you may need to make to your marketing workflows and recommend a course of action, where appropriate.
According to Canada's official Canada Gazette website:
Since it applies broadly to commercial electronic messages, the Act captures regular business to business communications that are not the types of threats that were intended to be captured within the scope of the Act. To ensure these business communications are not regulated under the Act, the proposed Regulations include exemptions for commercial electronic messages that are:
• sent within a business; or
Rather, the Act targets a range of activities, from annoying to malevolent, that target individuals with either unwanted or deceptive communication. As a rule of thumb, if the person with whom you are communicating in the course of conducting your business does not fit into the above class of relationships, you in all likelihood need their consent in order to communicate or continue to communicate with him or her.
Willow Can Help
Willow can develop both print and email campaigns that provide individuals on your lists with incentives to opt in. It is especially important to undertake these efforts now. Once the law goes into effect, you will have fewer options to secure permissions.
A second area where we may be of service is list management. As direct mail providers, Willow has been managing lists for decades. We can provide you with merge, purge and organizational strategies to update your lists, as well as evaluate your email list rental vendors, if any, to ensure third-party list compliance with the law.
You've got a lot to do but with a solid strategy and good support, you'll get where you need to be. We stand ready to help.