grow your list under canada anti-spam legislation (casl ......2015/03/19 · what to do to comply...

Se

co

nd

ary

Co

lors

pulled from common use in Creative team’s artwork.

Pri

ma

ry C

olo

rs

as indicated in Brand Guidelines.

#CASL www.constantcontact.com/casl © Constant Contact 2015

Grow Your List Under Canada Anti-Spam Legislation (CASL)

Practicing Permission Marketing

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs


#CASL www.constantcontact.com/casl

Lisa Kember Regional Development Director, Canada East

Constant Contact

[email protected]

@LisaKember

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs


#CASL www.constantcontact.com/casl 3

Disclaimer: Consult with your lawyer!

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



Agenda

What is CASL and some key terms

Considerations for US companies & Nonprofits

What to do to make sure you’re compliant

1. Review email address collection methods

2. Obtain express consent

3. Ensure on-going communications have appropriate information

4. Use Constant Contact tools to obtain and track consent

It’s about more than following the law

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs


#CASL www.constantcontact.com/casl #CASL www.constantcontact.com/casl

What is CASL? | CASL for US companies and Nonprofits| What to do to comply with CASL | How Constant Contact helps | It’s about more than just the law

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

What is CASL?

Canadian Anti-Spam Legislation

A regulatory framework for permission-based marketing, including email

marketing, social media marketing, text, and other electronic messaging.

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

It’s all about “consent”

permission from a contact that a

business may send them

communications Consent

Express Consent clear permission, obtained electronically,

orally or in writing; contact may have

asked to receive emails

consent that is inferred based on

actions, such as having an

existing business relationship. Implied Consent

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

How do I get Express Consent?

Once you obtain express consent,

it is good forever or unless

someone opts out.

Clearly indicate you are asking for

permission to send electronic

messages.

Clearly indicate what organization

is requesting permission.

Tell possible contacts what they

will get from you and how often.

Tell possible contacts that they

will be able to unsubscribe.

Must include mailing address and

one of the following: email

address, website address or

phone number

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



Implied consent is inferred based on actions, such as having an existing business relationship (making a purchase or donation, for example).

What is CASL?

A note about Implied consent.

Customer made a purchase or a supporter

made a donation.

Business cards exchanged at a conference.

Entered into a written or electronic contract

SIGN

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

A note about Implied consent.

Initial consent begins

Consent renewal required

Two Year Window

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

What about my existing lists?

Express Consent obtained?

Why not just get express

consent?

JULY

2 0 1 7 End of grace period for

garnering express consent from existing lists.

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

What’s wrong with this picture?

12

Whose list are you

signing up for?

Can you ever

unsubscribe?

How would you

contact the business?

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

What’s right with this one?

13

You know whose list

you’re signing up for.

Contact information is

easy to find.

Fine print makes

unsubscribe option and

process very clear.

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

Not all addresses are gathered online…

14

• Point of sale

• Auction tables at fundraiser

• Conference table visitor lists

• Table-side comment cards

• Others?

Stay in touch! Simply fill in your information to hear about our latest specials, coupons, menu items, and events.

By signing up for this email list you’re granting Jack’s Backyard BBQ | www.jacksbybbq.com | 17 South Main Street, Cooksville, ON L5V2N6 | 382.447.9278

express consent to send you commercial electronic mail. You can revoke permission to mail to your email address at any time using the unsubscribe link found at the bottom of every email. Emails are serviced by Constant Contact.

TODAY’S DATE EMAIL ADDRESS FIRST & LAST NAME

__________ __________ __________

__________ __________ __________

__________ __________ __________

__________ __________ __________

__________ __________ __________

__________ __________ __________

__________ __________ __________

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

What happens if I don’t comply?

Up to $1 million in fines Sole Proprietors

Up to $10 million in fines Corporations

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL?

Key dates to keep in mind…

JULY

2 0 1 4

CASL went into effect

Must collect and track Express Consent for all new contacts

Plan how you will clean up your existing list

JULY

2 0 1 7

‘Grace’ period for CASL compliance expires

Private Right of Action enacted

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL? | CASL for US companies and Nonprofits| What to do to comply with CASL | How Constant Contact helps| It’s about more than just the law

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



CASL and US Companies

When does CASL apply to US companies?

• Mailing address

• Post code

• Area code for

phone number

If contact information

indicates contact lives or works in

Canada

If contact has a Canadian

email address

.ca

Referring IP’s are hosted in

Canada

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



CASL and US Companies

Applies to all digital

communications

Applies to email where “primary

purpose” is commercial.

Opt-in only Opt-out is acceptable

Provisions for fines up to:

• $1 million (sole proprietors)

• $10 million (corporations)

Fines per violation up to $16,000

Must clearly identify the sender and must contain an

unsubscribe mechanism.

CASL CAN-SPAM vs.

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



CASL and Nonprofits

What about…

• It does apply

• Exception: for messages of a

fundraising nature

Charitable Orgs

& Non-Profits

• It does apply

• Exception: If the primary

purpose of the CEM is to solicit

a contribution

Political Parties

or Candidates

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL? | CASL for US companies and Nonprofits| What to do to comply with CASL | How Constant Contact helps | It’s about more than just the law

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What you should do to comply

1. Review your email address collection methods. When collecting email addresses – online and offline – make sure you

can answer yes to the following questions:

Reminder: once you obtain

express consent, it is good forever

or unless someone opts out.

Does your sign-up form have clear and

obvious language asking for permission

to send the contact future

electronic messaging? Yes No

Do you have a process in place to

document this consent?

Yes No

Does your sign-up form clearly identify the

person, business or organization asking

for the consent?

Yes No

Does your sign-up form contain a valid

mailing address and either a telephone

number, email address,

or web address? Yes No

Does your sign-up form indicate that there

will be a mechanism for people to

unsubscribe at any time?

Yes No

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs




2. Obtain Express Consent

• Begin taking steps to re-confirm

their opt-in if necessary

For your existing contacts

?

• Start asking for express consent

now…you’ll need it eventually,

so why wait?

For all new contacts…

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs




3. Make sure ongoing communications have the appropriate information.

Make it clear who is

sending the message.

Include a valid mailing address and

either a phone number, email

address or web address.

Clearly identify the

email service provider.

Make it easy for people to

unsubscribe at any time.

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL? | CASL for US companies and Nonprofits | What to do to comply with CASL | How Constant Contact helps | It’s about more than just the law

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



How Constant Contact helps

Tools for obtaining consent

CASL “Confirm Subscription”

email template

Website sign-up form

Update Profile form

Permission reminder

When a contact gives consent through any of the methods above they’re tracked and documented as express consent within Constant Contact

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



How Constant Contact helps

Tools to document consent

31

Advanced Email Permissions

Advanced contact

fields for file export

Implied or express

permission on file import

Permission status is

easy to find.

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



What is CASL? | CASL for US companies and Nonprofits| What to do to comply with CASL| How Constant Contact helps | It’s about more than just the law

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs



These are email marketing best practices!

Improved open rates

Fewer SPAM reports

Opportunities to do more business!

Se

co

nd

ary

Co

lors


Pri

ma

ry C

olo

rs


#CASL www.constantcontact.com/casl #CASL www.constantcontact.com/casl © Constant Contact 2015 34

More questions? Call one of our specialists to review CASL and ensure you’re in compliance.

866-433-8499

Trying to keep it straight? Use our checklist! Coming soon in our follow-up email.

Want to learn more?

www.constantcontact.com/casl

Constant Contact’s CASL Resource Center

fightspam.gc.ca

Canada’s CASL Website

grow your list under canada anti-spam legislation (casl ......2015/03/19 · what to do to comply...

Documents