Make sure you nail all the basics
If you want an email marketing program that really delivers results, you need to get the technical basics right. The most beautiful content won’t drive results if it doesn’t get delivered. According to ReturnPath, an average of 20% of all email messages never reach their audience. Generally because they’re blocked or diverted from the inbox.
Canada’s anti-spam legislation (CASL), also known as C-28, comes into full force on July 1 of this year. If you’re sending emails to Canada and haven’t already taken steps to prepare for CASL, you have a few short days to get ready to comply with what is considered to be the most stringent anti-spam legislation in the world. And there’s a major incentive to do so: fines of up to $10 million for a business, or $1 million for an individual.
CASL and the concept of consent
At the heart of CASL is the need to obtain consent – either explicit or implied – in order to be able to send Commercial Electronic Messages (CEMs) to your customers, prospects or subscribers.
Explicit consent is consent which is given verbally or in writing by a contact, using various means including a web page that provides a check box (which cannot be pre-checked) or a subscribe button.