Anti-spam law means brokers must update subscriber list

A new anti-spam law – that will require express consent of newsletter subscribers – comes into effect on July 1 and brokers who currently send out newsletters are scrambling to become compliant. According to one broker, it is something that everyone needs to start moving on now.

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A new anti-spam law – that will require express consent of newsletter subscribers – comes into effect on July 1 and brokers who currently send out newsletters are scrambling to become compliant. According to one broker, it is something that everyone needs to start moving on now.

“We actually started talking about it on our roadshow,” says Debbie Thompson, the director of business development with Beyond Insurance Brokers. “We will be doing the ‘opt-in’ with our subscribers, asking if they wish to remain on our mailing list. We’re putting it together for everyone, especially for our prospecting (emails).”

Thompson advises brokers to start reaching out to clients ahead of July 1 because any unsolicited electronic message sent after that date may be considered a “commercial electronic message,” and – under Canada’s Anti-Spam Law (CASL) – any CEM sent will be prohibited unless its receiver has provided consent.

“Absolutely start now,” she told Insurance Business, “Because there is a hefty fine if you don’t.”

The Insurance Brokers Association of Ontario is in the process of putting together an anti-spam workshop for brokers this spring, says the Director of Broker Relations & Communications Brett Boadway, which will include a list of best practises.

“The IBAO launched a tool called ‘Connect,’ and this includes an email marketing component,” says Boadway. “This tool offers all of the elements needed to effectively communicate with your clients via email while following all of new laws.” (continued.)
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Connect includes an opt-in page for brokers to custom build, allowing a place for them to add people to their mailing list legally, as well as a default ‘opt out’ option at the bottom of every email.

“This is standard to the email marketing software, and would protect brokers,” says Boadway. “Encouraging brokers to use this tool as their email marketing provider would be the IBAO’s recommendation, as it has all of the protection measures built it.”

Dustan Woodhouse of Dominion Lending Centres Canadian Mortgage Experts sets up his email marketing efforts in such a way that requires little preparation.

“I don’t add people to my mailing list who aren’t applicants; I try never to just blindly add somebody just because they’ve emailed me or I have their business card,” says Woodhouse. “I think it’s kind of bad form (to do that) and that’s why that legislation got legs – none of us want spam email.”

Woodhouse says he will initially send out an email telling them that he has to filter his list to conform to the new regulations, and that if they wish to remain a subscriber, they need to reply ‘yes.’

Another valuable tip is to check your errors and omissions (E&O) insurance to see if it protects you from breaching CASL because those who do not comply could be fined.

 

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