Canadian Manufacturing

Canada’s Anti-Spam Legislation (CASL) 101

The Five Basic Steps of Compliance

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—Sponsored article by MoreSALES

CASL came into effect in 2014; with the goal to reduce the amount of unwanted commercial emails received by Canadians.

In short, CASL prohibits companies sending commercial electronic messages (CEMs) without the recipient’s (customers, prospective customers or referrals) consent. Any kind of email, email newsletter, text messages and direct messages from social media intended to encourage participation in a commercial activity can be considered a CEM, including emails promoting services and goods.

Implied Consent:
In certain situations, CASL allows the sending of a CEM if the recipient has provided implied consent. Implied consent may exist where there is already a business relationship or where the recipient has already provided their email without stating they do not wish to receive CEMs. Implied consent may also exist if the recipient is a donor, volunteer or a member.

Implied consent is only valid for a maximum of two (2) years in the case of a customer and for a maximum of six (6) months in the case of a prospect, after which their respective consent must be obtained again. Failure to comply with CASL can result in a fine by the CRTC of up to $10 million per corporation.

CASL Compliance—Five Basic Steps

1. Obtain consent
• Obtain consent (implied or express) to send any kind of commercial electronic message

2. Establish anti-spam policies
Develop and enforce clear anti-spam policies for all types of CEMs.
• Obtaining consent
• Inclusion of contact information from the sender
• Providing an opt-out option in every communication
• Consequences for lack of compliance

3. Staff training
• Provide regular training (and testing) for staff

4. Redefine the approach for email marketing
• Clarify and optimize a process for CASL compliant email sales and marketing processes

Contact MoreSALES—we can provide you with a fast, free no-obligation CASL-compliance consultation.

If you are unsure if your company is CASL-compliant and need some advice contact Mike Jennings at MoreSALES for a free, no obligation CASL-compliance check. With over twenty years of experience in developing, managing and sending CEMs Mike can provide you with advice on your current level of CASL compliance.

5. Implement Customer Relationship Management (CRM) software

The Business Development Bank of Canada recommends to “implement CRM software to track email marketing efforts. CRM systems can offer a relatively simple way to track communications organization-wide, while helping to tailor marketing outreach to specific clients. They can also help in collecting valuable metrics such as email open rates and marketing driven website traffic.” 1

Learn more about CRM software and CEM management
If you would like to learn more about modern on-line lead generation techniques and CRM methodologies click here to book a free consultation with Mike Jennings from MoreSALES and increase your sales lead generation by 15% or more in three months by utilizing effective CRM software.

About the Author
As the founder and president of MoreSALES, Mike Jennings has a passion for marketing and brings 30 years of experience to support and guide his B2B clients. A perpetual learner, he’s driving his firm to be at the forefront of online marketing.

About MoreSALES for Manufacturers
For more than 12 years, MoreSALES has created and implemented sales and marketing initiatives throughout Canada and the US for its B2B manufacturing clients. In 2012, the niche firm located just outside of Toronto turned its focus to online marketing, including marketing automation, content marketing and, most recently, video marketing. With a track record for delivering MQLs to its clients’ sales teams, MoreSALES enjoys consistent growth through referrals and reputation.

For additional information about the MoreSALES Marketing Automation Platform, visit us at

1. Canada’s anti-spam legislation: What you need to do. Accessed July 15, 2017.

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