Understanding CASL and Email Marketing
CASL has specific rules for emails. You must follow these rules for all commercial emails. A commercial email is any message that encourages a business activity. This includes selling a product or a service. Sending a commercial email to someone in Canada means you must obey CASL. It doesn't matter where your business is located. Fines for breaking the rules can be very high. This is why following the law is so important.
Getting Consent from Your Audience
The most important rule is getting consent. You cannot send commercial emails without permission. There are two types of consent under CASL. The first is express consent. This means someone has clearly said "yes" to receiving your emails. For example, they might check a box on your website. That box must be unchecked by default. You must keep a record of this consent. Express consent does not expire.
The second type is implied consent. This is a temporary permission. It exists if you have an existing business relationship. For instance, if a person bought something from you in the last two years. Or if they made an inquiry in the last six months. Implied consent has time limits. It is always a good idea to try to get express consent.
What Your Emails Must Include
Every commercial email you send must have certain things. First, you must identify who is sending the message. This means your business name and contact information. Secondly, you need a valid physical mailing address. Additionally, you must include an unsubscribe link. This link must be easy to find and use. A person should be able to opt out of your emails at any time.
The Dangers of Purchased Databases
Some people try to buy email lists. This is a very bad idea. These lists are not CASL compliant. The people on these lists have not given you permission. You do not have their consent, either express or implied. Sending emails to these people is against the law. You risk big fines and damaging your business reputation. Therefore, you should never buy an email database.
Building You datasetr List the Right Way
Building a good list takes effort. Create valuable content that people want to read. Offer a free guide or a checklist. This is a good way to get people to sign up. Make sure your sign-up forms are clear and simple. Explain what people will get when they join your list. Use a double opt-in process for extra safety. This means a person must click a link in an email to confirm their subscription. This method builds trust with your audience.
Furthermore, you should keep your subscribers engaged. Send them useful, helpful, and interesting emails. Don't send too many emails or spam them. Segment your list to send relevant content. This means grouping people by their interests. Personalize your messages whenever possible. Always remember to respect your audience. A high-quality list of interested people is more valuable than a huge list of uninterested ones. This is the true path to success.