On July 1, 2014 Canada began enforcing its new anti-spam legislation titled Bill C-28. The legislation has many of our clients questioning what is the best policy for sending email marketing to past guests.

First, read our blog article on the various international anti-spam laws as they apply to email marketing. Also read this article about how to send a double opt-in email using Guestfolio.

Now that you've read the above and accept that you are ultimately responsible for how you communicate to your customers please read through the various ways you can utilize Guestfolio to be a better digital citizen.

Let's start with our FAQ

Should we send an opt-in message to our database?

No, the documentation for both Canada and USA spam legislation do not stipulate that you need to email your guests (again) to get their permission to send further messages to them. You presently have implied consent from them because they either purchased a room night from you or signed up via your website. As long as you provide an unsubscribe link, your full hotel address, and a note about why you're emailing them then you're OK. However, we strongly suggest you consult your own legal department for their interpretation of these laws.

If we did want to re-invite them to opt-in, do you have any text that would assist us?

Consider the following, but adapt it as required.

Hello {{ first_name }},

You are currently a subscriber of email communications from {{ hotel.name }}. You are a member of our distribution list because we send you relevant information about your current or past stays OR you have signed up through our website for news, events and exclusive rate opportunities from us. Every future email from us will provide you with an unsubscribe link and a reminder of why we are sending you our messages. If you don’t find our offers relevant please unsubscribe at any time. Moving forward we would like to ensure that what we are sending you is relevant. We invite you to click this link below to quickly select the types of offers you would like from {{ hotel.name }}. This way your inbox is more manageable and we are only sending you specials that you can take advantage of. Click here to modify your interests with {{ hotel.name }}.

Regards,

{{ hotel.name }}

Do you know of a way we can enter permission information into our PMS?

Each PMS is different but many have a select box for 'send emails' to guests. Opera PMS has this field and if selected Guestfolio will not import this guest into your CRM. The guest will not receive your confirmation emails either.

Using Guestfolio for your transactional emails and your email marketing there is no reason to record the unsubscribe within your PMS. Everything is managed in our CRM.

Does bill C-28 only apply to residents of Canada?

No, regardless of where your recipients are located you are required to follow these best practices for all guest communications. You are bound to the laws of your business location and the USP you use. More information on international spam legislation can be found on our website.

What are other hoteliers doing?

The best way forward is to ensure your emails have your address, unsubscribe and the reason you're sending the email. This is typically in the footer and doesn't need to be right at the top as the primary call to action.

We also suggest that you use our subscription form builder to ask guests to opt-in to specific news, offers or interests. You can find this form builder within your Dashboard under 'Newsletters'. You can host the simple sign up on our website or build an advanced sign up form to host on your website. You may require assistance from your website designer for this. An example of a simple sign up form can be found on this hotel client website.