CASL and Cold Email: Canadian Anti-Spam Law Explained
Canada's Anti-Spam Legislation (CASL) is one of the strictest email laws in the world. If you email Canadian prospects, you must understand it.
Canada's Anti-Spam Legislation (CASL) is one of the strictest email laws in the world. If you email Canadian prospects, you must understand it.
What CASL requires
CASL generally requires consent before sending commercial electronic messages. This makes it stricter than CAN-SPAM.
The business exemption
CASL provides an exemption for messages sent to business addresses when the message is relevant to the recipient's business role or function. This is the basis for B2B cold email to Canadian prospects.
Requirements under CASL
Identification: Clearly identify yourself and your organization. Contact information: Include a valid mailing address, phone number, email address, or web address. Unsubscribe mechanism: Include a working unsubscribe mechanism. Honor unsubscribes: Process within 10 business days.
Risk mitigation
Target only B2B contacts at business email addresses. Ensure relevance to their business function. Include proper identification and opt-out. Keep records of your compliance efforts. Honor opt-outs immediately.
Penalties
CASL violations can result in penalties up to $10 million CAD per violation. This is significantly higher than CAN-SPAM.
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