In July of 2017, Canada’s anti-spam legislation (CASL) finished
its final phase of a multi-year rollout, but some Canadian dealerships
are still unsure about how this regulation affects their marketing
efforts. While the CASL may only affect Canadian dealerships,
here’s an overview of email marketing and how to make sure your
email efforts stay intact – no matter the country.
WHAT IS A COMMERCIAL ELECTRONIC MESSAGE?
A commercial electronic message (CEM’s) refers to any message
you send to your customers in an attempt to convince them to
develop a commercial activity with your business. It includes
offers, sales information, promotion of a business or encourages
use of a product or service.
HOW IS CONSENT DEFINED?
There are 2 types of consent: express and implied.
Express Consent - This means an individual has agreed verbally
or in writing to receive email communications from you. Express
consent does not expire after a certain period of time has
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passed, and is valid until the individual withdraws their consent by
“unsubscribing”. When you engage with prospects, or customers
for that matter, it is always a smart idea to ask for their opt-in to
receive email communications from your dealership. You can get
that opt-in from your website interactions, direct marketing, when
you are speaking to a consumer on the phone and of course, when
you are face-to-face at your dealership. Expressed consent is long
lasting!
Implied Consent - If express consent was not obtained from an
individual, they can still imply consent by specific activities. For
example, if someone purchased a product / service from your
dealership or inquired about your dealership’s services. This is
considered implied consent, allowing marketers to send CEM’s to
these individuals.
WHO CAN I CONTACT?
Current Customers - You can contact all current customers
who have opted-in to receive email communications from your
dealership.
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