king of the casl - are you marketing with permission in canada?

© 2013

ARE YOU MARKETING WITH PERMISSION?Complying With Canada’s

Anti-Spam Legislation

© 2013

Robyn QuinnAuthorized Local Expert

Constant Contact

[email protected]

@PR4science

© 2013#CASL @PR4Science [email protected]

Why are we here today?


© Constant Contact 2014

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”

- Seth Godin


Welcome + Intro A summary of CASL Why growing your contacts is important How you can grow your contacts Common CASL questions Next Steps

Agenda


Canada’s Anti-Spam Legislation (CASL)– New rules for sending Commercial

Electronic Messages [CEM]

What is CASL?

Applies to Email Marketing, and all Social Media Marketing

In short, don't assume that your audiences want your marketing stuff, get their permission first.


“express” – explicit permission (electronically, in writing

or orally with documentation) to send CEMs– in requesting express consent,

• clearly describe what they will get• indicate who is requesting permission• indicate that the recipient can unsubscribe

– a pre-checked box cannot be used to obtain consent

Consent – express vs. implied


“implied” (CASL provides that consent may be implied in any of the following circumstances)

– existing business or non-business relationship– published electronic address not accompanied

by a disclaimer indicating they do not wish to receive unsolicited messages

– the recipient has disclosed their electronic address directly to the sender

Consent – express vs. implied

IMPLIED CONSENT

HAS A TIME LIMIT

OF 2 YEARS


Why care?– Fines associated with non-compliance so track

permission carefully What do you have to say when asking for express

consent?– Ensure they know they are opting in to receive

commercial messages What needs to be included in your emails to ensure

you maintain CASL compliance?– Unsubscribe options– Reminders on why you’re getting the email– Clear indicators of who the senders are.

Other considerations


“commercial activity” is regulated by CASL…how does that apply to non-profits?– “Commercial” refers to activities of a

commercial nature, whether or not carried out for profit.

• In other words, any organization that sends email to customers, donors, or members is subject to CASL.

*concessions made for messages to fundraise

A note for nonprofits


Welcome + Intro A summary of CASL Why growing your contacts is important

Connect with people who want to connect What you can do today…

How you can grow your contacts Common CASL questions Next Steps

Agenda


permission and engagement marketing turns strangers into friends & friends into loyal customers.

Real permission works like this: if you stop showing up, people complain, they ask where you went.

Seth GodinPermission Marketing

When you create a great customer experience, you make it easier for customers to be receptive to doing business with you again, to remaining in touch with you, and to sharing their experiences with their networks.

Gail GoodmanEngagement Marketing


It’s about engagement


© Constant Contact 2012 16

hope is nota strategy



more willing&

more picky



clearly define what you’ll offer in exchange for an email address– practice your “pitch”– train your staff on the pitch– MAKE THE PITCH!!

deliver what you say you will survey your audiences to learn what they

consider valuable – adjust your offer and engagement accordingly

What you can do today…


Welcome + Intro A summary of CASL Why growing your contacts is important How you can grow your contacts

– The actual collection!– What you can do today

Common CASL questions Next Steps

Agenda


Build your list where you connect!

customer &

prospect database

voicemail or calls

eventsand meetings

email signature

guest bookat your org

online presence

57% of consumers will fill out a card to receive email alerts when asked to by a

clerk at a local small business.

Source: Transact Media Group


add a Join My Mailing List form to your website, landing pages, etc.

Join my mailing list


promote your email list and encourage people to join from your business card

and other printed collateral

Printed collateral


invite people to join your list from your voice mail, point of sale receipts, coupons, and at your checkout

Customer interactions


share your emails on your social media pages to entice people to join your list

Facebook LinkedIn

Instagram

Twitter

Pinterest Youtube

Share


use social sites to draw people to your email list

Social media


Continue to use business card drops – just make sure you follow parameters of CASL

Don‘t forget the fishbowl

Be upfront – manage expectations – promote the benefits of your newsletter and communications!


Collection: determine two (2) new ways that you’ll try to collect emails…put into place and test…

Review: check the language you use when asking for email addresses and other contact info

Review: in your emails do you remind of subscription, do you offer opt-out/unsubscribe options, etc.



Welcome + Intro A summary of CASL Why growing your contacts is important How you can grow your contacts Common CASL questions

– Top 3 questions– What you can do today…

Next Steps

Agenda


Do I have to reconfirm consent if I’ve been emailing my contacts for years?

If so, what is the best way to do so?

Top 3 questions…#1


How does CASL apply to social networking sites such as LinkedIn, Twitter, and Facebook?

Is it considered express consent when people “like” or “follow” your page?



Do opt-ins (with proper ‘express’ permission) have an expiration date?



Review your lists– Were the names on the lists collected with

clear and express consent?– If not, start building a communication plan to

get that consent Review your emails

– Does the language in those emails reflect what CASL (with Permission) requires?



http://us1.campaign-archive1.com/?u=0a2c494790bb89e42dfe714b7&id=1c951d7d1d&e=59bd82c017

We need your consentCanada's anti-spam law is coming and we don't want to end up in the hoosegow!

You are receiving this as a subscriber of the Lacombe Letter, a newsletter on social media for business that has been dormant for some time. Like the proverbial shoemaker's children, we got really busy building other organizations' content and kind of ignored our own.Oops.Now the feds are weighing in with this anti-spam law, CASL, that comes into effect July 1, 2014. It's unlikely anyone will do time for contravening this rigorous anti-spam law, but the fines are super duper hefty and we prefer to spend our money on coffee and pizza.






So we figured it would be a good time to reaffirm your desire to subscribe to our social media for business newsletter and reinvent the newsletter too.

First we need your permission to keep sending to you. Simply update your subscription preferences to give or deny consent.

Once we know who wants to keep receiving info on social/digital media for corporations, we'll survey our readers for their content preferences.

This is a great chance to stick with our email or to bail out - we'd love to have you help us start our new newsletter, but we sure do understand if you have a full inbox and need to unsubscribe.

Any questions or concerns, just give me a shout at doug@company name or number here

Sincerely,

Doug Lacombe


Welcome + Intro A summary of CASL Why growing your contacts is important How you can grow your contacts Common CASL questions Next Steps

Agenda



Review your lists– Were the names on the lists

collected with clear and express consent?

– If not, start building a communication to get that consent

Review your emails– Does the language in those

emails reflect what CASL requires?

define what you’ll offer in exchange for an email address deliver what you say you will survey your audiences to learn what they consider valuable

Collection– find two (2) new ways that you’ll

try to collect emails…put into place and test…

Review– check the language you use

when asking for email addresses Review

– in your emails, remind of subscription, offer opt-out +unsubscribe options, etc.


© Constant Contact 2014

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