A new Canadian law requires businesses sending commercial emails to Canadians to obtain express permission for those emails, and to keep documentation of that permission. The law also gives the senders up to three years to keep sending if they have “implied” permission, such as when a customer makes a purchase from a business.

For most MarketVolt users, the law will have no impact because one of our core tenets is that email marketing is most effective when you carefully obtain permission from everyone you send emails to.

The law, which took effect July 1, has set off a rush of emails by Canadian businesses and charities trying to obtain the express permission from their recipients. One reason for the push is that penalties can be steep — up to 10 million Canadian dollars for sending a single email without permission.

For MarketVolt customers sending to Canadian recipients, we recommend verifying whether the recipients have granted permission for you to send them emails. If you have no record of permission, we recommend sending an opt-in email requesting permission to continue sending.

For more information, read the Canadian government’s Web site about the law, the Canadian Anti-Spam Legislation (CASL). You may also want to check out the New York Times story on the issue.

If you have additional questions, please contact your MarketVolt Marketing Advisor.

Leave a Comment