How to send holiday e-cards while respecting the Canadian Anti-Spam Law (CASL)

Many businesses hesitate to take advantage of holiday e-cards because they are scared of CASL. If you are in this camp, this article aims at reassuring you.

The notion of consent is inevitable under law, while still offering a lot of flexibility.

1. A non-commercial e-card for everyone

CASL only covers electronic messages that have a commercial aspect. If your holiday card is limited to thanking your contacts, while offering best wishes for the season, and without any promotions, publicity or commercial messages, it won’t be subject to the law. You could then rest assured when sending them to your contacts.

2. Promotions for your customers, partners and suppliers

The law considers that any person doing business with you has provided you an implied consent permitting you to send commercial information to them. You then have the right to send your holiday cards, with the possibility of eventually containing promotions, coupons or other solicitations to your business relations and customers who have done business with you in the last 24 months. Obviously, if any of them have indicated you that they do not wish to receive such emails, you must respect their wishes and exclude them from your mailings.

3. If you have some express consents

It is possible that some people do not fit in the previously mentioned categories and have provided you their consent for receiving commercial messages. If it’s the case, take advantage of the holiday season to provide them with the gift of a rebate coupon inserted directly into your holiday e-cards. It’s the perfect time to please your subscribers during this giving period and provide first-time buyers the opportunity to do business with you.

It’s the perfect time to obtain express consents. If you use Cyberimpact, for example, you can easily insert in your holiday e-cards, and promotional emails, an automated consent request bloc that will only be visible to contacts without an express consent on file. It’s a perfect and easy way of augmenting the quantity of express consents you have on file without bothering those who have already provided it to you.

If you are a CFIB member, send your virtual holiday cards for free with Cyberimpact. You will find different styles of cards waiting to be personalized, coupons to be inserted, an automated consent module and even detailed statistics letting you know who has opened your e-cards and who has not.

Want more holiday e-marketing tips? Read 10 tips to take advantage of email marketing during the Holiday season

cfib_jf-lalondeA sports enthusiast since early childhood, Jean-Francis was a provincial tennis champion in 1991 before heading to Lynn University in Florida to study marketing. He returned to Quebec in 1995 to study urban planning at UQAM where he was the first to use a website to present his final Bachelor’s degree project.

In 1997, he launched Cyber Generation, a web agency that relies on innovation to meet the diversified needs of its customers. Its versatility meet the needs of small local businesses, large Canadian and American companies, as well as sport and media celebrities such as Serena Williams, Louis-Josée Houde and Georges St-Pierre.

In 1999, Cyber Generation acquired Complice Interactif, a similar web company started by Stephan Lestage.

Jean-Francis is in charge of sales and strategic partnerships, a responsibility that maximises his talents as a negotiator and his sensibility to the needs of others.

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