Old opt-ins vs new opt-ins and the Canadian Spam Law

  • 0
  • 1
  • Question
  • Updated 5 years ago
  • Answered
In my list, I had some folks confirmed opted-in and some folks who had not yet confirmed. Due to the new Canadian Spam Law, I sent a campaign to allow my audience to confirm opt-in or to opt-out. Now, when I segment by those who have "opted-in", my list includes the people who confirmed during this recent campaign along with those who may have opted in up to 2 years ago or longer. My question is, does it matter when they opted in? I assume that I can continue to send to anyone (officially) opted-in in the DB, regardless of if they took no action on the recent 'ask' campaign. In relation to the new Canadian Spam Law, I just want to make sure a lack of action (not clicking opt-out) means they remain just as eligible as those who recently clicked to confirm opt-in.
Photo of Summerhill


  • 1 Post
  • 0 Reply Likes

Posted 5 years ago

  • 0
  • 1
Photo of Katie Lewis

Katie Lewis, Official Rep

  • 3414 Posts
  • 309 Reply Likes
Hi there! Great question. Anyone who has clicked to confirm their opt-in at any time is A-OK to send to.

One caveat here is that our permission policy states you must have done business with someone in the past 18 months to be able to send to them. You have some older contacts, and I suggest creating a segment to find those who haven’t opened an email from you in the past X months, and opting out those contacts. (If you email your contacts monthly, I’d say create a segment for those who haven’t opened in the last year. If you email your contacts quarterly or less, then maybe the full two years, though one year would be better.)

You want your list to be effective and only contain those contacts who are responding to your message, so removing those unresponsive contacts will clean up your list.