While CASL became a reality for B2B marketers in September 2017, there’s still plenty of confusion on what constitutes a violation. Everyone wants to avoid the penalties that can range from up to $1 million for individuals and up to $10 million for organizations when sending Commercial Electronic Messages (CEMs). But B2B marketers still have lofty lead generation goals, and email is still a very low-cost method of communication.
So, what can businesses who have missed the window to get express consent do to ensure that their database is compliant, and avoid the risk of losing a substantial number of email subscribers?