Today the Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development announced that Private Right of Action (PRA) provisions of Canada’s Anti-Spam Legislation (CASL) would not be coming into force as scheduled on July 1, 2017.
You’ve written, designed, coded, and sent your email; job complete, no worries, right? What if your email then lands in your subscribers’ spam folders? All that work beforehand isn’t going to matter much now.
This blog post was originally published on Email Critic. (View original post here)
Now that Canada’s anti-spam legislation (CASL) has been in effect for six months, I thought it might be a good time to check in on its impact. To do so, I turned to my friend Matthew Vernhout. Matthew is the Chief Privacy Officer and Manager, Deliverability at Inbox Marketer Corp. and a Certified International Privacy Professional (Canada) with more than 14 years of experience in email marketing. He is intimately familiar with CASL because he ensures that Inbox Marketer’s clients are compliant with all relevant industry regulations, including CASL. Matthew kindly agreed to answer a barrage of questions regarding the Canadian law.
Our partner, Message Systems, recently held Insight 2014, a user conference which I attended and spoke at. There I talked about the features of Message Systems’ adaptive delivery and how Inbox Marketer worked with their development team to build and test rules that changed the way the Momentum platform automatically trafficked. This helped by shaping email delivery and backing-off automatically when an Internet Service Provider (ISP) is overloaded or a mailer’s reputation changes. I also spoke alongside our partner 250ok about 2014 email trends in North America, where we compared email benchmarks from our platform with global trends relating to Inbox Placement Rates (IPR).