How do we get express consent under CASL without destroying conversion rates?

The key is value exchange — offer something genuinely useful (guide, tool, assessment) in exchange for opt-in. Pre-ticked boxes and buried consent don't work under CASL anyway. Explicit opt-in with clear value proposition consistently achieves 25–40% opt-in rates, compared to 10–15% for vague consent requests.

What happens when our CASL consent expires after 2 years?

You must stop marketing to that contact unless you re-obtain express consent. We build a re-permission campaign that triggers automatically 60 days before consent expires — giving contacts a clear, value-driven reason to renew their consent. This typically retains 40–60% of expiring contacts.

Marketing Automation

Marketing Automation in Toronto

Canada's CASL is the world's strictest anti-spam legislation — and Toronto businesses operating any form of email or SMS marketing automation must be CASL-compliant from day one. Non-compliance penalties start at $1 million per violation for individuals. We build CASL-compliant automation that actually works commercially within these constraints.

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Marketing Automation Challenges Specific to Toronto

Operating in Toronto creates distinct pressures that businesses elsewhere don't face. Here's what we see most often.

1
CASL's express consent requirement means automation sequences can only contact people who have explicitly opted in — implied consent windows are narrow and time-limited
2
The 2-year express consent expiry under CASL requires re-permission campaigns before consent expires — a proactive compliance requirement most businesses miss
3
Toronto's B2B market has distinct buying cycles heavily influenced by fiscal year budget planning — automation must be calibrated to Q4 budget season and Q1 execution
4
Canada's bilingual market (English and French) requires automation sequences in both languages for businesses marketing nationally

Our Approach for Toronto

We build Toronto automation on CASL-compliant consent foundations — with express consent capture, 2-year expiry tracking, and re-permission automation built in before any lead nurture sequences are designed.

Outcomes for Toronto

CASL-compliant consent management with express consent records, timestamp storage, and automatic 2-year expiry alerts
Re-permission automation campaigns that reactivate expiring consent before it lapses
Bilingual (EN/FR) automation sequences for Canadian national market reach

Deliverables

Email automation sequences
Lead scoring and segmentation setup
CRM workflow configuration
Landing page and form integration
Analytics dashboard and reporting

Common Questions in Toronto

How do we get express consent under CASL without destroying conversion rates?: The key is value exchange — offer something genuinely useful (guide, tool, assessment) in exchange for opt-in. Pre-ticked boxes and buried consent don't work under CASL anyway. Explicit opt-in with clear value proposition consistently achieves 25–40% opt-in rates, compared to 10–15% for vague consent requests.
What happens when our CASL consent expires after 2 years?: You must stop marketing to that contact unless you re-obtain express consent. We build a re-permission campaign that triggers automatically 60 days before consent expires — giving contacts a clear, value-driven reason to renew their consent. This typically retains 40–60% of expiring contacts.

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