I am sorry to see this happening. Dear gentle folk who are cranking out urgent pushes for email list verifications in order to be compliant with the new anti-spam law (aka CASL) before July 1:
Please. Stop. Wait. Think.
Today I received no fewer than 20 verification requests from a wide range of enterprises. And that’s fine and good, because of course you need to do it, and I admit I do have a lot of subscriptions.
But in your quest for compliance, remember that you are still communicating with actual people (and I might add, people who may be about to go on summer vacation after the longest winter ever.) The variation in approaches to this verification was a bit staggering. So here are some of my thoughts:
Please don’t say: URGENT ACTION REQUIRED!! Please don’t say: CONFIRM SUBSCRIPTION NOW!!
(It’s only urgent, because you have left it late (just judging, just saying). And it’s summer, so please don’t use all caps on us poor subscribers.)
Ask, don’t demand. Engage, don’t dictate.
How about: “We’d like to keep in touch with you.” “Could you please help us keep in touch?” “Hello friends, may I tell you about a thing called CASL?” “Let’s not let The Law come between us.” “Here’s our recent news, would you like to keep hearing from us?”
Remember who is on your list: clients (and potential clients), patrons, stakeholders, friends, donors, investors. Use this verification process remind them about why they should care about your messages and why they should want to click through. Engagement is the key; don’t miss an opportunity.
And if this whole anti-spam business is new to you and you use email for business, I suggest you read this quick summary by Anna Mathew at Young Associates, and get in touch with me if you need help.