Canadian Small Businesses Not CASL-Ready According to New Constant Contact Survey
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Canada’s long-anticipated Anti-Spam Legislation (CASL) came into effect July 1, ushering in a new era for online marketing. However, new survey data from Constant Contact®, Inc. (NASDAQ: CTCT) reveals that the majority of Canadian small businesses do not fully understand the law and how to be compliant and have taken limited action to date to adhere to the new regulations. Less than half of Canadian small businesses (42 percent) feel they understand how to be CASL compliant. Just 33 percent of Canadian small businesses are aware of the penalties associated with CASL non-compliance. “Despite the fact that CASL came into force July 1, it’s clear that small businesses are behind the curve when it comes to fully understanding the new legislation and what steps they need to take to be compliant,” said Lisa Kember, regional director for Canada East at Constant Contact. “Getting educated is the first step to being CASL compliant, and ultimately, achieving marketing success. Constant Contact has free CASL resources available to help small businesses and organizations, both in terms of education and marketing tools, to enable them to become compliant marketers.”
Transcript of Canadian Small Businesses Not CASL-Ready According to New Constant Contact Survey
© Constant Contact 2014
New survey reveals Canadian small businesses not CASL-ready
© Constant Contact 2014
Less than half of Canadian small businesses (42%)
feel they understand how to be CASL compliant.
Lack of understanding
Just 33% of small businesses are aware of penalties
associated with CASL non-compliance.
Unaware of penalties
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29%
20%
42%
9%
Disagree somewhat/completely
Neutral/no opinion Agree somewhat/completely
I don't know
34%
19%
33%
14%
Disagree somewhat/completely
Neutral/no opinion Agree somewhat/completely
I don't know
Q: I understand how to be CASL compliant.
Q: I am aware of the penalties associated with CASL non-compliance.
© Constant Contact 2014
Delayed Preparations
21%
25% 25%
29%
Soon; I've been thinking about it
Not sure; I haven't thought about it
I don't plan on making any changes/
preparations
I am already underway
preparing for CASL
enforcement
3
• Only 29% of small businesses surveyed began preparations
for CASL before enactment date of July 1, 2014.
Q: When will you begin preparing for CASL enforcement?
© Constant Contact 2014
• What are Canadian SMBs doing in preparation?
4
15%
19%
28% 28%
35%
39%
51%
59%
85%
Posted legal language on my physical sign-up
sheets
Sent an email campaign to my list that includes a link to confirm opt-in
Deleted contacts from my email list
Included an email opt-in check box on online transactions
Emailed contacts to obtain express
consent
Training my staff on how to be CASL
compliant
Keeping records of when, where, and
how I obtain consent to email contacts
Reviewed my email contact lists to ensure I have
proper permissions
Educating myself about CASL
regulations and the steps I need to take
to be compliant
Q: What are you doing in preparation for CASL enforcement?
Steps taken in preparation
© Constant Contact 2014
Resources used
5
18% 20%
28%
44%
50%
59% Q: What resources are you using to learn/prepare for CASL?
© Constant Contact 2014
CASL Concerns
4%
6%
15%
25% 25%
33%
39%
41%
44%
Other None/Not applicable
Training my staff on CASL
compliance
Gaining new contacts willing to opt-in to my email
list
Penalties associated with non-compliance
Finding the time and resources
that will be needed to ensure CASL compliance
Managing/ tracking email
permissions from contacts
Collecting express consent from my existing
list of email addresses
Uncertain about what I need to do
to comply
.ca
Q: What are your largest concerns about CASL enforcement?
© Constant Contact 2014
More than half (63%) think CASL will be good for
consumers.
20%
16%
58%
6%
Disagree somewhat/completely
Neutral/no opinion Agree somewhat/completely
I don't know
CASL is good for consumers
58% of businesses believe CASL will help mitigate
spam.
CASL will help mitigate
spam
12%
21%
63%
4%
Disagree somewhat/completely
Neutral/no opinion Agree somewhat/completely
I don't know
Mixed expectations Q: CASL is good for consumers.
Q: CASL will help mitigate spam.
© Constant Contact 2014
44% think CASL is good for businesses in general.
CASL is good for
businesses in general
When asked if they thought CASL would have a
positive impact on their business, only 23% agreed,
while 47% were neutral/ had no opinion.
CASL will have a positive
impact on my business
0 0 0 0
19%
29%
44%
7%
Disagree somewhat/completely
Neutral/no opinion Agree somewhat/completely
I don't know
Q: CASL is good for businesses.
22%
47%
23%
8%
Disagree somewhat/completely
Neutral/no opinion Agree somewhat/completely
I don't know
Q: CASL will have positive impact on my business.
© Constant Contact 2014
When asked how CASL will impact their marketing,
43% of respondents said that they do not think it will
limit their reach.
3%
45%
20%
4%
27%
Do more Same amount Do less Stop Don't do
Impact on marketing
When asked specifically about CASL’s impact on
email marketing activity, most respondents reported
that their efforts will remain largely unchanged.
Impact on email activity
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43%
24%
27%
6%
Disagree somewhat/completely
Neutral/no opion Agree somewhat/completely
I don't know
Q: Thinking about CASL enforcement beginning on July
1, 2014, how will this affect your email marketing
activities?
Q: CASL will limit my marketing reach.
© Constant Contact 2014
This data was compiled from a Constant Contact-sponsored survey, deployed to a Research Now panel of 500 Canadian small
businesses in June 2014. The survey is the first of an ongoing series addressing the impact of CASL for small businesses across
Canada.
About the Data:
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Want to learn more?
www.constantcontact.com/casl
Constant Contact’s CASL Resource Center
www.fightspam.gc.ca
Canada’s CASL Website
