Review Your Email Address Collection Methods
After July 1, 2014, CASL (Canadian Anti-spam Legislation) requires documentation of implied or express consent for all Canadian email addresses added to your marketing database.
- Implied consent is inferred based on actions, such as having an existing business relationship. A contact must take a business action with you at least once every two years.
- Express consent is obtained when you explicitly ask your potential contacts for permission to send them email, and they agree. Once you obtain express consent, it is good forever or until someone opts out.
NOTE: We recommend obtaining express consent whenever possible.
Obtain Express Consent from Existing Canadian Contacts
For contacts added prior to July 1, 2014 you must be able to document express consent before July 1, 2017.
Ongoing Communication Must Have the Appropriate Information
All marketing emails you send, this does not include transactional emails, must contain the following information to be CASL compliant:
- Does the email clearly identify the person, business, or organization sending the message?
- Does the email identify the Email Service Provider?
- Does the email have a mechanism for people to easily unsubscribe at any time?
- Does your email contain a valid mailing address and either a telephone number, email address, or web address?
IMPORTANT: The guidelines set forth by CASL mirror best practices in email marketing. Regardless of your local anti-spam laws we recommend adhering to permission-based email marketing practices. Clients who follow CASL regulations see improved open rates, lower spam reports (increased deliverability) and an increased ability to grow their marketing databases.
The information included in this document is a summary of the provisions of CASL and not a substitute for legal advice. More information can be found on the official CASL website: