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We’ve listed some best practices to help marketers stay compliant with Canada’s new anti-spam law: Be very clear on who is sending the message. A marketer sending a message on behalf of a brand could be responsible. Follow the subscribers rule – get permission (explicit permission) to email your subscribers. If there’s not a request for consent, it’s not consent. Respect and govern the one-to-one marketing relationship that you have with subscribers. Honor each individual’s unique preferences with regard to communication, content, frequency and channel. Provide recipients with an obvious, clear and efficient email or web-based means to opt-out of receiving any further business and/or marketing email messages from your organization. Keep records of the type of consent obtained from recipients so that email lists can be scrubbed prior to campaign broadcasts. Include a link to your company’s privacy policy in every email. The privacy policy should explain the intended use and disclosure of any personal information that might be gathered through “clickstream” means or other website monitoring techniques. Take reasonable steps to ensure that the addresses on your email lists were obtained with proper consent.

For more information on the legislation, visit the Government of Canada’s Anti-Spam Legislation website at: www.fightspam.gc.ca.

Regardless of the law, explicit permission is the best practice and produces the top results and deliverability.

Later opens and clicks are likely to be higher quality. There are fewer of them, but many retailers find they lead to higher conversion rates. In other words, the distribution of revenue through time won’t be as skewed to the first 24-48 hours as you’d expect from opens and clicks alone.

There’s also a need to keep campaigns “active” for longer. If people return to an email some time later, do the links, images and landing pages still work? If coupons or offers have expired, is that communicated and are alternatives presented?