If you’re a Canadian based company or if you market to Canadian residents, then you should already be aware of Canada’s Anti-Spam Law (CASL). The law came into force 2 years ago and still many marketers are trying to re-define their marketing strategies to be CASL compliant.
In a nutshell, Canada’s Anti-Spam Law prohibits you to send commercial electronic messages to recipients that have not given consent on receiving them. If you are sending commercial electronic messages you need to obtain consent, provide your identification information, and provide a way for recipients to unsubscribe from the messages.
The CASL affects marketers in many ways, especially ones who have spent years building their marketing prospect list without an opt-in option. It makes it difficult to go back to your subscribers and require them fill out a CASL compliant form in order to continue receiving messages. In a recent article posted by Act-On, they touched base one Canada’s Anti-Spam Law and shared three main ways to leverage marketing automation beyond traditional email marketing by building brand awareness, driving demand and expanding customer relationships. Read the full article here.
Source: Rethink Marketing Automation – for the CASL- Compliant Marketer