Spam is becoming an increasingly troublesome issue for companies and consumers alike, giving email a bad name as a promotional tool, despite its longstanding strong reputation for a quality marketing opportunity. In fact, a study by email intelligence firm Return Path found that nearly 70 percent of spam complaints and 60 percent of all resources caught within spam traps derive from content sent from marketers.

Experts often state that this high volume underscores the need for companies to keep track of their target lists and only reach out to prospective and existing customers who may be interested in their brand. This is something that email marketing leader Constant Contact specializes in, as its unique double opt-in strategy ensures that all recipients are willing to receive advertisements and other content.

Broadcasting emails is a common practice among marketers, as it allows teams to develop a page worth of content that can be sent to a range of end-users. Unfortunately, many of these resources are quickly classified as spam. The good news is that Contact Contact’s email marketing solution enables firms of all sizes to keep their broadcast email strategies within the confines of increasingly tightening compliance regulations.

What about CASL?
Canada’s anti-spam legislation (CASL) was passed in December 2010 and is expected to come into action by July 1, 2014. When the law is in effect, it will essentially prohibit organizations from sending consumers, partners and any other recipients content without that person’s consent. The act is not specified to any one type of media, which means that businesses must be careful who they send broadcast content to through emails, text messages and social networking websites.

Constant Contact has a product that meets all CASL compliance requirements due to its confirmed opt-in process. This means that prospective recipients who submit their email addresses to companies automatically receive a confirmation email through that account. If individuals do not physically click on the link within the body of the email or send a reply message, they cannot be sent content again.

This capability allows organizations using Constant Contact’s managed platform to meet all anti-spam legislation because the only individuals who will receive marketing content will have confirmed twice. Businesses that want to develop a strong marketing reputation without overstepping the bounds of prospective customers – or Canadian law – should consider working with Constant Contact to develop a double opt-in marketing strategy that works for them.