{"id":9145,"date":"2014-06-12T15:25:08","date_gmt":"2014-06-12T19:25:08","guid":{"rendered":"http:\/\/exob2b.com\/?post_type=post&p=9145"},"modified":"2022-01-05T15:13:13","modified_gmt":"2022-01-05T20:13:13","slug":"c-28-anti-spam-law","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/c-28-anti-spam-law\/","title":{"rendered":"The C-28 anti-spam law: a difficult pill to swallow, at first"},"content":{"rendered":"

Only a few days remain before Bill C-28 comes into action, which foresees punitive action against spam, which still too often lands in your inbox. This law is particularly frightening when you look at the chapter of sanctions; in private recourse, the sanctions can climb from 200 $ to 1 000 000$! Despite everything, I am convinced that companies will only gain when conforming to this new law. And you, are you ready to conform to this anti-spam law?<\/p>\n

Perhaps you manage the requests for inscription confirmations to newsletters or blogs, which you receive on a regular basis. This email aims at requiring your explicit consent for the C-28 anti-spam law, as discussed in Claudine\u2019s article on this subject.<\/a> Here is an example I received lately. In the past, I accepted that the company adds me to its mailing list. This time, it asks me for my consent<\/b> again. This is what is called a double opt-in and it constitutes the best means of protecting you as a company.<\/p>\n

All implied consent<\/b> must be converted into expressed consent<\/b> by July 1st. Implied consent can be, for example, a private business relationship or a business card that you have in your possession.<\/p>\n

Bill C-28 requires all companies to have proof of expressed consent<\/b> from recipients before sending emails to prevent the risk of being sued. This consent may be expressed electronically (the above example and without a doubt, the most effective and easiest to obtain), printed proof or verbal acceptance (subject to record your conversations …).<\/p>\n

Yes, a tough pill to swallow, but\u2026<\/h2>\n

The disturbing consequences of an anti-spam law will be especially felt in the beginning; in the process, you might lose many subscribers because they  did not confirm their subscription. In addition, you cannot buy email lists and distribute mail without the consent of the recipients.<\/p>\n

Despite these negatives (yes, you will probably lose more subscribers to your mailing lists), it will force companies to turn to good practice.<\/p>\n

Indeed, we quickly noticed that the purchase of email lists, as segmented and targeted they were, have a worse opening rate, a worse click rate, a worse conversion and thus a less interesting ROI as people who registered themselves.<\/p>\n

Ultimately, although a severe law, everyone is going to win significantly by reducing the mountain of unwanted spam and affect the visibility of content that really interests your target audience.<\/p>\n

Some advice :<\/b><\/p>\n

For subscriptions to your newsletter, promotional emails, surveys, etc., ask again for the permission of your subscribers. To do this, create a form on your website on a dedicated registration page. Take the opportunity to update all of your client\u2019s information (name, email, etc..). Also, add check boxes for each of your requests:<\/p>\n