Get Ready to Conquer the Castle
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The document outlines the requirements and compliance measures for Canada's Anti-Spam Legislation (CASL), which mandates that email recipients must provide express consent to receive commercial electronic messages. It details what must be included in marketing emails, how to prove consent, and actions to take with existing contacts to ensure compliance. Additionally, it provides resources and legal disclaimers for further guidance on CASL requirements.
Get Ready to Conquer the Castle
- 1. Get Ready to CONQUER THE CASL Justin Frechette Deliverability Analyst and ISP Relations Manager iContact (Canada’s Anti-Spam Legislation)
- 2. © 2017 iContact LLC. All Rights Reserved.3 TODAY’S SPEAKER Justin Frechette Deliverability Analyst and ISP Relations Manager Justin Frechette ensures that iContact continues to provide superior deliverability for all customers. With experience working with some of our largest customers, as well as being a small business owner himself, Justin knows what it takes to get email to the inbox. He developed a proprietary email marketing metric, SUTOR©, for the iContact Report Card, allowing Premier Services Customers to see, at a glance, how well their email campaigns are performing. As an Anti-Spam warrior and active member within the M3AAWG community, Justin keeps iContact a spam-free zone. You can find him on Twitter at: @inboxd
- 3. © 2017 iContact LLC. All Rights Reserved.4 • CASL Final Implementation Approaches • Does CASL Apply To You? • What Must Be Included In Your Emails To Be CASL-Compliant? • Prove It! • How Can I Satisfy Express Consent Requirements? • What Should I Do With My Existing Contacts? • Legal Disclaimer • More Information AGENDA
- 4. © 2017 iContact LLC. All Rights Reserved. CASL FINAL IMPLEMENTATION APPROACHES 5 Beginning July 1, 2017 email senders around the globe need to be in full compliance with CASL — Canada’s Anti-Spam Legislation — if they live in Canada or send email within Canada.
- 5. © 2017 iContact LLC. All Rights Reserved. CASL FINAL IMPLEMENTATION APPROACHES 6 CASL, the gold standard of anti-spam legislation, requires email recipients to opt in or give consent to receive commercial electronic messages (CEMs).
- 6. © 2017 iContact LLC. All Rights Reserved.7 DOES CASL APPLY TO YOU?
- 7. © 2017 iContact LLC. All Rights Reserved. CASL requires you to prove that each subscriber has given Express Consent to receive marketing emails from your organization: CONSENT To comply with both iContact and CASL, you must have Express Consent to send CEM — that means that a subscriber has given their explicit permission to receive CEMs from you. IDENTIFICATION You must clearly identify yourself and/or your business as the sender of the CEM. You must also include a valid mailing address and either a telephone number, email address, or web address. UNSUBSCRIBE You must have an unsubscribe mechanism — all iContact emails contain this unsubscribe function in the footer. WHAT MUST BE INCLUDED IN YOUR EMAILS TO BE CASL- COMPLIANT ? 8
- 8. PROVE IT! The burden to prove consent is on you, the business sending the email. If you are an iContact customer, you already have in place a lot of the requirements to obtain and prove consent under CASL. iContact’s Anti-Abuse Policy allows only Express Consent addresses to be added to your account. 9
- 9. © 2017 iContact LLC. All Rights Reserved. HOW CAN I SATISFY EXPRESS CONSENT REQUIREMENTS? 10 The best way to prove Express Consent is to use an iContact sign-up form when adding subscribers to your list. On the page where you host your sign-up form, be crystal clear about what you are asking the subscriber to opt in to. • Indicate your company name • If you are using a checkbox to obtain Express Consent, ensure that it is not pre-checked • Let your subscriber know they can unsubscribe at any time
- 10. © 2017 iContact LLC. All Rights Reserved.11 If you’re unsure about any of your contacts, you need to obtain Express Consent to be in compliance with CASL, but also to remain in compliance with iContact. This can be done easily by sending a confirmation message to your subscribers requiring them to opt in to your email marketing. WHAT SHOULD I DO WITH MY EXISTING CONTACTS?
- 11. © 2017 iContact LLC. All Rights Reserved.12 Those who do opt in to your email marketing via a confirmation message will have the necessary information collected to prove consent: date and time of confirmation, as well as an example of the email sent to obtain consent. WHAT SHOULD I DO WITH MY EXISTING CONTACTS?
- 12. © 2017 iContact LLC. All Rights Reserved.13 PLEASE REMEMBER Keep in mind that this update is provided for informational purposes only — we are not lawyers and this is not a substitute for legal advice. Reliance on any information contained herein is at your own risk and you should consult your own legal counsel for advice on how to interpret CASL.
- 13. © 2017 iContact LLC. All Rights Reserved.14 FOR MORE INFO Read our blog post: https://www.icontact.com/blog/conquer-the-casl- and-stay-out-of-the-spam-moat Download our Customer Checklist: https://www.icontact.com/content/resources/pdf/iC ontact_CustomerChecklist_CASL.pdf Download the Does CASL Apply to Me? flowchart: https://www.icontact.com/content/resources/pdf/i Contact_CASL-flowchart-1.pdf
- 14. © 2017 iContact LLC. All Rights Reserved.15 FOR MORE INFO Go to the “official” CASL website: http://www.fightspam.gc.ca Consult your attorney. Download our infographic, Conquering the CASL: https://www.icontact.com/content/resources/pdf/i Contact_CASL-infographic-2017-2.pdf
- 15. THANK YOU! © 2016 iContact LLC. All Rights Reserved.16