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Canadian Mailing Lists: Define Audience and Consent Context
A Canadian mailing-list brief should explain who the audience is and why the communication is relevant. Business and consumer records require different selection questions. A national file should not be described as a ready-made audience for every offer.
Set a useful geographic definition
Specify the province, territory or service area needed and the meaning of the location field. Decide how to handle a business with several offices. Do not infer a person’s preferred language solely from the place associated with a record.
Separate professional and personal criteria
A business selection can concern industry and job responsibility; a consumer selection concerns people in their personal capacity. Keep these descriptions separate. A business email address does not establish household characteristics, and a consumer address does not establish authority at a company.
Review the CASL context
The CRTC identifies consent, identification information and an unsubscribe mechanism as central requirements for commercial electronic messages under CASL. Review how the actual situation fits the rules and any applicable exception. A supplier’s label should not replace the evidence needed for that review.
Prepare a reviewable delivery
Agree the fields, quantity definition and acceptance process in writing. Keep relevant source and choice information with the records. Preserve exclusions through import, and ensure the team can handle enquiries in the language used for the communication.