Bad news for those companies that use online and mobile channels for guerriglia marketing..
In Canada has been approved a law that punish (up to 10M dollars fine) the sending of emails to customers without an opt-in option activated.
The name of this nightmare for email marketer is CASL.
There are few but drastic differences between CASL and US's CAN-SPAM law:
- if companies send emails to someone in Canada who has not agreed to receive them, they're in violation of the law
- CAN-SPAM covers emails only, while CASL encompasses all electronic messages, including social media posts and texts
Canada's companies has already started requiring opt-in options to all their customers.
The big problem is for the international companies; experts identified three main steps to avoid law complications:
- Identify who in your database is Canadian, and don't assume that simply eliminating all the addresses will get it done.
- Look at when customers engaged and how often and identify the valuable customers you need to reconfirm right away.
- Understand what you want to accomplish and put a plan into action. You may want to create a new engagement campaign
Now the big question is: which countries will follow?
More details:
http://www.dmnews.com/canadas-anti-spam-law-takes-effect/article/358687/
1 comment:
Interesting blog post this week. Thanks for sharing!
I think Canada is right to take spam seriously and deter companies from sending it; however, in true Canadian fashion, is the government going a bit overboard? $10M? Seems excessive.
Maybe Canada can use the $10M to add to its very robust health care system...
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