Published on March 15, 2014
Canadian Anti-Spam Law Marketing Strategies How to deal with CASL on July 1, 2014 The thoughts and ideas included in this presentation are based on my own personal interpretation of CASL and are not intended to provide advice. Discussion is encouraged on these ideas.
CASL takes effect July 1, 2014 Prepare, Plan and ACT Now! Affects all your business email communication This will affect your marketing strategies This will also affect your Sales Processes Your Sales People NEED to be informed
CRM System must Perform Every contact – Track type of Consent Keep record of the details of Expressed Consent Date Who consent was given to What information they gave consent for Tracking Implied Consent ◦ Inquiries – 6 Months of Implied Consent ◦ Clients – Business Relationships – 2 years from date of last transaction ◦ Business Card exemptions ◦ Website listing exemptions
Business Card Exemption If you get a business card from someone with an email – you can send them CEMs As well if they inform you of their email in another way Informed Consent – valid for two years* * Need to verify with CRTC
Inform and Train Everyone in your organization needs to be informed and trained Anyone can be liable for up to one million dollars Businesses can be liable for ten million Make sure everyone knows what this is about. You don’t want emails going out incorrectly
Increase Communication Start / Increase communicating ◦ Over Communicating Need to gain express consent before July 1, 2014 Create an effective strategy to ask for consent and does not offend people. Work with both clients and prospects
Higher Quality Content Give them the information they want High Quality Targeted to their Pain Personalized Educational
Build Relationships Increase the responsiveness of your communication Increase customer service channels Deal effectively with complaints Personalize your communication Use multiple channels
Engagement Find a way to create engagement Ask for feedback in your email communication ◦ Ask them to do a task ◦ Click on a link ◦ Share an item
Clean your CRM Database Match emails with correct contact data Watch for generic email addresses Get the correct business information Ensure you have the contacts business email ◦ Company wide expressed consent is an option
Create correct Sign-up Forms Expressed Consent cannot be tied to any offer or other business arrangement They must take action – check a box or enter their email separately from a business transaction Include your contact information Include explicitly what you will be sending
Create Good Emails Every Email must contain: ◦ Sender of the message with contact information and/or who the message is sent on behalf of ◦ Mailing / Postal Address ◦ Unsubscribe Link Although the link can go to a website where they choose what to unsubscribe
Sales Inquiries If they ask about your product / business ◦ Can send them information ◦ Implied Consent for 6 months ◦ After that – NO EMAIL ◦ During that 6 months you need to gain their trust, build a relationship and attempt to gain Express Consent
Marketing Strategy? Start Today!!!! CRM System Operating Clean Data Inform and Train Communicate with Everyone Obtain Express Consent
Marketing Specialist Jack Zenert Expert in Email Communication CRM Systems Marketing Strategies CASL Advisor 403-201-4444 firstname.lastname@example.org
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