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Emailing new found leads from Canada

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mwmarketing
Level 2

Emailing new found leads from Canada

Our U.S. based company just acquired a new Canadian satellite office and we'll be running their e-mail marketing program in parallel to our own. What are the laws behind emailing with Marketo, "new" potential prospects our inside sales team finds on LinkedIn or ZoomInfo? We'd like to subscribe these newly found targeted leads straight into our nurture program which consists of educational topics in our emails for industry best practices.


How do we go about this? Would we first need to email the leads as a first touch inside Outreach Sales Engagement Platform to validate their email? Then, are they free to be educated on our industry best practices via Marketo nurture? Do we first need them to accept an invitation to be subscribed via email consent from Outreach, LinkedIn or Outlook direct email correspondence? Should our sales team embed to our subscription controller center, and the leads self-click check boxes to "subscribe" on the topics of interest to receive? How do you all go about building a list of international opt-in contacts?


Many thanks in advance, we'd like to do this properly within law. Any best practice advice much appreciated. We've done extensive article search below, all the information is making our head spin, what's the gray area, what's acceptable?

 

Canada’s Anti-Spam Law FAQ (Deloitte)

https://www2.deloitte.com/ca/en/pages/risk/articles/canada-anti-spam-law-casl-faq.html

 

Getting consent to send email

https://crtc.gc.ca/eng/com500/faq500.htm

 

Protect your business and comply

https://fightspam.gc.ca/eic/site/030.nsf/eng/h_00029.html

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Darshil_Shah1
Level 10 - Community Advisor

Re: Emailing new found leads from Canada

Below is some relevant info on CASL, which I think would be helpful in clearing out some clouds around sending marketing emails while being compliant with the CASL:

 

The only acceptable email that can be sent needs to be “opt-in” only.  This means the visitor must specifically sign up for your email newsletter and give their consent to receive marketing communication from you. The law also mentions that the signup form must be obvious in its intent and tricking the visitor to sign up for your newsletter will be a finable offense. This essentially means that you can not send marketing emails to people you acquired via a typical list purchase (as you would not have their email opt ins for sending the marketing emails). Additionally you can also not send marketing emails out to personal information that was collected in any way other than a sign up form (which includes the leads found by the inside sales from the ZoomInfo / LinkedIn sources too - you need to have the users opt-in for your marketing emails prior to sending out any non operational / marketing educational emails)

 

Best,
Darshil

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1 REPLY 1
Darshil_Shah1
Level 10 - Community Advisor

Re: Emailing new found leads from Canada

Below is some relevant info on CASL, which I think would be helpful in clearing out some clouds around sending marketing emails while being compliant with the CASL:

 

The only acceptable email that can be sent needs to be “opt-in” only.  This means the visitor must specifically sign up for your email newsletter and give their consent to receive marketing communication from you. The law also mentions that the signup form must be obvious in its intent and tricking the visitor to sign up for your newsletter will be a finable offense. This essentially means that you can not send marketing emails to people you acquired via a typical list purchase (as you would not have their email opt ins for sending the marketing emails). Additionally you can also not send marketing emails out to personal information that was collected in any way other than a sign up form (which includes the leads found by the inside sales from the ZoomInfo / LinkedIn sources too - you need to have the users opt-in for your marketing emails prior to sending out any non operational / marketing educational emails)

 

Best,
Darshil