What CASL requires#
CASL requires express or implied consent before sending and identification of the sender in every message.
What email list hygiene is#
List hygiene is the ongoing removal of invalid, inactive, and risky addresses from a mailing list, plus verification of new addresses at the point of capture.
Why it matters#
Bounces, spam traps, and disengaged recipients are the three fastest ways to damage reputation, and all three are prevented by hygiene.
How email list hygiene supports CASL compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Email list hygiene contributes by bounces, spam traps, and disengaged recipients are the three fastest ways to damage reputation, and all three are prevented by hygiene.
Implementation steps#
- Verify new signups in real time with an API and use double opt-in for marketing lists.
- Suppress hard bounces immediately and soft bounces after 3 consecutive failures.
- Run a re-engagement campaign at 90 days of inactivity and sunset at 180.
- Remove role accounts (info@, sales@) and disposable domains from marketing lists.
- Audit the list quarterly with a bulk verification service.
Frequently asked questions#
What is a spam trap?
An address that never opted in, maintained by providers and blocklists to catch senders with poor acquisition practices. Hitting one can blocklist your IP or domain.
What bounce rate is acceptable?
Under 2% hard bounces. Above 5% typically triggers ESP account reviews.