What CASL requires#
CASL requires express or implied consent before sending and identification of the sender in every message.
What email segmentation is#
Segmentation divides a list into groups based on behavior, lifecycle stage, demographics, or purchase history so each group receives relevant content.
Why it matters#
Segmented campaigns consistently produce higher opens, clicks, and revenue per recipient, and lower complaints, which protects deliverability.
How email segmentation supports CASL compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Email segmentation contributes by segmented campaigns consistently produce higher opens, clicks, and revenue per recipient, and lower complaints, which protects deliverability.
Implementation steps#
- Define 3 to 5 core segments: new subscribers, engaged, at-risk, customers, and lapsed.
- Capture the data needed at signup and through behavior tracking.
- Build dynamic segments that update automatically as behavior changes.
- Tailor cadence and content per segment; engaged contacts tolerate more frequency.
- Measure revenue per recipient per segment, not just open rate.
Frequently asked questions#
What is the simplest segmentation to start with?
Engagement recency: opened or clicked in the last 30, 90, or 180 days. It drives both relevance and deliverability.