Past Customers - You can contact a past customer who has
purchased a product or service from you within the last 24
months.
Inquiries - You can contact individuals who have made inquiries
within the last 6 months.
PERSONALLY LIABLE
If an individual who represents your company sends out CEM’s
that were not approved or allowed by the company and does not
comply with legislation, they can be held personally liable. Ensure
that all your staff understands the proper legislation and not just
those within the marketing department.
8 THINGS THAT YOUR DEALERSHIP SHOULD BE
DOING:
Restricting your dealership’s mass email campaigns to
focus on a list of all customers who have been in for
service, or purchased anything from your dealership,
within the past 24 months. This will ensure that
everyone you contact via email is, at a minimum,
compliant under the “implied consent” category of
regulations.
Only sending CEM’s to individuals who have consented
to receive email communications from you (express
or implied).
Keeping and maintaining all records of consent (express
or implied).
Removing an email address from your database as soon
as their consent expires and they did not renew.
Clearly identifying your business by providing your
business name, address, telephone number and email
address in your promotional messages and email
signatures.
All emails that are being sent out include a working
unsubscribe link. Unsubscribe requests cannot take
more than 10 business days.
Documenting your dealership’s unsubscribe process.
Reach out to all your implied consent clients to get
their express consent. Ask anyone who connects with
the dealership through calls, emails, purchases for their
express consent to send them important information,
email offers, updates, recalls etc.
To learn more about the Canadian Anti-Spam
Legislation, such as exemptions and changes made in
2017, please visit www.vicimus.com or call 866-503-
6354.
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NATDA Magazine www.natda.org