Canada's Anti-Spam Legislation (CASL) became law in 2014 and applies to anyone engaged in commercial electronic message (CEM) from Canada, or to Canadian recipients. If you have a business in the United States, but interact with customers, clients and/or employees in Canada, then you're also required to adhere to this law. CASL requires senders to collect verifiable opt-in before sending CEM.
The CASL requirement to obtain consent before sending to recipients differs dramatically from the US CAN-SPAM legislation. CAN-SPAM does not require opt-in and only requires that senders provide a working unsubscribe mechanism.
The Canada Anti-Spam Law (CASL) will have a far-reaching effect on the world of marketing and make having a great marketing automation service like SharpSpring even more important.
Valuable SharpSpring Features
CASL is designed to make email a trusted messaging platform within Canada, by requiring senders to collect verifiable opt-in before the first email is sent to recipients. This makes the following features even more valuable:
- VisitorID identifies every lead that comes to a company's website. Including the location of the lead, name and the device the lead used to visit the website.
- SharpSpring tracks every lead and can send sales notifications to the sales team allowing them to call leads that exhibit buying behavior.
- Dynamic forms allow you to receive consent from a lead. Maintaining records of consent via web and form tracking can prove that the visitor gave consent if an issue were to arise. SharpSpring can prove this via database records.
- Optimizing campaigns through analytics. Leads are very hard to come by and harder to convert, so optimization is critical.
- A company should do all this with one, unified system, so records are kept, leads are nurtured, sales are notified and nothing falls through the cracks.
Alternative Method of Receiving Consent
A content marketing tactic like gated content can be used to obtain the express permission of the user as required by the law. Gated content is offered behind a trackable form that requires the user's consent to receive emails.