Canadian Anti-Spam Law takes affect July 1, 2014. This will impact every business that sends emails out to Canadian people or organizations for business purposes. Get the details of how this Anti-Spam legislation will affect organizations and their email communication.

1. Canadian Anti-Spam Law
EMAIL Communication
How it Affects your Business
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.

2. CASL takes effect July 1, 2014
 Affects all business emails
 CEM – Commercial Electronic Message
 Any information related to sales of
products or services
 Applies to anyone sending a commercial
email
 Includes links, pictures, video and audio

3. Consent is Key
 No Consent >> NO EMAIL
 Explicit Consent
◦ They stated deliberately they want your
message
◦ They took action
◦ Verbal, in writing or electronic

4. Implied Consent
 People you are in business with
◦ Existing Clients
◦ Employees
◦ Suppliers and Vendors
 People who advertise their email online
◦ Their business must be related to your service

5. 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

6. Explicit Consent - Conditions
 Holy Grail of Email Communication
 They must take action
 You must tell them who you are
 You must tell them what you will be
sending them
 Cannot be conditional, i.e. that they have
to consent in order to get something

7. What about 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 can attempt to gain
Express Consent

8. What to do with Email Lists
 After July 1, 2014 > NOTHING
 An email sent to ask if they would Express
Consent to receiving emails is a CEM –
you just broke the rules!!
 Before July 1, 2014 – persuade them to
give Express Consent

9. Exemption on Opt-In Emails
 Did they express consent to be emailed?
“If you obtained valid express consent prior to
CASL coming into force, you will be able to
continue to rely on that express consent after
CASL comes into force, even if your request did
not contain the requisite identification and
contact information.”
“You need to prove that you have obtained
such express consent”

10. Email Communication
 Every CEM – Email communication 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

11. Keys to Success
 Track Everything – need a good CRM
◦ Track who has Express Consent and who has
Implied Consent and who does not have
consent
◦ Keep record of the details of Expressed
Consent
 Date
 Who consent was given to
 What information they gave consent for

12. Keys to Success
 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

13. What to do Now?
Start Today!!!!
 Communicate with existing list
 Ask for Express Consent correctly
 Get your CRM system up and functioning
 Train everyone in your organization

14. Expert Help
Jack Zenert
Marketing Specialist
Expert in Email Communication and CRM
Systems
CASL Advisor
403-201-4444
succeed@zedbiz.com