December 10, 2019 @ 1:00PM | Online
The Canadian Anti-Spam Legislation (CASL) ushered in a whole new set of rules concerning the use of electronic communications (Email and SMS text marketing) to Canadians, no matter which country you are emailing from. With fines up to $10 million (and executives in some cases held accountable) and active enforcement by the CRTC, many companies have been working on new strategies for their email practices.
Spam is defined as “unwanted email”. Many legitimate brands send unwanted email (relevant to them but often not to the recipient) to consumers either through misguided, short-term strategy or inadvertently.
Join Sonia Carreno the President of IAB Canada and Derek Lackey, author of CASL Compliance: A Marketer’s Guide to Email Marketing to Canadians and Chairman of the Response Marketing Association as they walk through the changes that must be made to current practices in order to comply with CASL. The discussion will touch on applying a mass media mentality to a one-to-one medium and cover off why “more” is not necessarily better when it comes to email marketing as well as explore email marketing’s role in the new marketing mix.