Canadian IT head here. Just spent the morning reading over the law that this is in knee-jerk reaction to. I think Microsoft's reaction is warranted. According to the new law, a company can be charged up to 10 Million dollars for an infraction (read single email) of un-solicited email. The law is poorly formed, and not well thought out, as well as lengthy and vague enough to create a broad swatch of culpable people.
What it boils down to is this. If you send an un-solicited email to someone you have not done business with in the last 2 years, and they have not opted in before and, and they believe your email to be spam, boom, you are culpable. Also if you install software on someone's computer without explicit, but easy to understand examples of what the software is/does you can also be held culpable.
And you know how people fix it? They dump their mailing lists and ask people to sign up again.
Yes, I've gotten about 40 of those emails asking me to sign up or bye-bye. Good! I re-signed up for 2 honest ones I really couldn't live without. And out of those 40 of them? Well, most of it was list sharing since they happened at work.
Sure, it means your 30,000+ member mailing list gets trolled down to 1,000 or less. But that's a GOOD THING. A lot of people gave up unsubscribing years ago, and I'm sure as companies merged and separated that mailing lists got munged up.
If you're so worried about it, all you need to do is dump your complete mailing list collection and start anew. Then implement double-opt-in, and expiry dates in your mailing lists.
It's not hard. At our company, we simply sent out one last email that said "Please sign up for our mailing list" and detailed that because of the law, we're deleting the entire mailing list and starting afresh, and if you want to receive the emails, just click to join and double-opt-in. Put in a 2 year timer on them to ask them to do it again in 2016, and you're done.
If you're worried about emailing someone you haven't done business in two years? Don't put them on your mailing list EVER. Have a checkbox that simply invites them to your mailing list.
It's not hard. Dump your current list. Add a timer to every email address on when they signed up. Then do double-opt-in and you're done.
Whine whine whine, they gave me an email on the order form and I can't market to them!? Good. If they wanted, they could sign up! They gave you an email address for the order to send them status updates on the order not for putting on the "what's hot this week" list.
All email a company produces in Canada form this point on have to include a link in the bottom or ability to opt out of all future email.
What's wrong with that? If I don't want your email, I most likely don't want all your email. I don't care for your weekly specials, your yearly specials, your weekly sales on computer parts, your email catalog of discounts, etc. One click should get me out of all of those. And no BS "your request will be handled in 3-4 weeks" - this is the 21st century. If you can add me in 10 seconds, you can remove in 10 seconds. You don't have to send it ot the CEO to approve.
Companies are whining because the rules mean they can't do a lot of crap anymore. I'm sure most of the people on that Microsoft list no longer work in a way that makes it relevant anymore to them, they were just lazy to remove themselves and clicking delete is a lot quicker than trying to find out how to unsubscribe.
Hell, I bet it also removes a lot of auto-spam from the list. Remember why most mailing lists end up on antispam lists? Because it's easier to click the "Spam" button on your email client, GMail, Hotmail, etc.
So no more adding me to your marketing mails because I happened to place an order with you for one item only you sell in Canada, that I might need again in 5 years.No more unbounded email list growth - prune it, and prune it aggressively (the built int timer helps - if they don't do anything after two years, to be honest, you probably ended up on their auto-delete spam filter after 6 months). And no more blatant list misuse. You merged with another company? Well hell, start it afresh in your announcement email. Companies shouldn't be acquired for their marketing lists, after all.