The Canadian Anti-Spam Law (CASL) came into effect on July 1st, 2014 and has been phased-in over a three-year period to help companies transition email marketing communication practices. Part of this delay was to allow organizations a sufficient amount of time to get proper consent collection processes in place. In addition this extended period of time was to be used to collect and update the consent status of email contacts on an email database from implied consent to express consent.
A significant deadline to the Canadian Anti-Spam Law is now set to occur on July 1st 2017 and it’s impact will have a substantial effect on companies that rely on email to influence their business results.
If your organization uses email marketing activities that drive revenue, this is one update you can not afford to ignore.
Since the launch of CASL all businesses or individuals that have been using email for “Commercial Electronic Messages” (CEM) were able to have the email consent status of individuals on their email lists ‘grandfathered in’ as risk-free implied consent status. This is due to the fact that these emails were obtained before CASL requirements were in place.
However, the deadline of this ‘grandfathered’ consent status is now set to expire within several months and companies should be aware of the number of email contacts that they will no longer be able to send communications to.
Organizations that have not taken a proactive and organized approach to managing their email database and CASL consent status should address this upcoming impact to their marketing campaigns and business messages immediately.
As a provider of email marketing technology, services and CASL compliant functionality itracMarketer works with a large number of companies across industries and based upon our experience we believe that the impact of the July 1st, 2017 CASL date could reduce the amount of email sent by 25% on average and upwards of 60% for some businesses.