Sending effective e-mail is still one of the best way to reach out to your community and engage with citizens. It can work really well when paired with a great social media program. But e-mail isn’t quite as simple as adding addresses and clicking send. Spam and commercial solicitation have forced the Government of Canada to introduce CASL (Canadian Anti-Spam Legislation) which has penalties for any organizations – including cities – who deliver unsolicited commercial e-mails.
Following this playbook will not only keep you on the good side of the law, it will also increase your open rate for e-mails and help you to get more out of the time you invest creating e-mail content.
Process
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