Stay Compliant with CASL

Mailchimp's signup forms, audiences, and campaigns can help you manage CASL requirements.

This article is provided as a resource, but does not constitute legal advice. If you have more questions, we encourage you to contact an attorney in your area who is familiar with this issue.

Required Message Content

CASL requires that you include a few pieces of information in each campaign you send.

  • your name and/or company name
  • physical mailing address
  • contact information
  • an unsubscribe mechanism, like Mailchimp's Unsubscribe merge tag

Luckily, Mailchimp's Campaign Builder includes a drag-and-drop Footer content block, which pulls that required content into the campaign with merge tags. To make sure your merge tags display the right information, visit the Required email footer content page.

  1. Navigate to the Audience tab.
  2. If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
  3. Click the Manage Audience drop-down and choose Settings.
  4. Click Required email footer content.
  5. Edit fields as needed and click Save.

Most footer templates already contain the unsubscribe merge tag, *|UNSUB|*. Take a quick look in the Campaign Builder to verify the tag is there. If it isn't, follow these steps.

  1. In the Content section of the Campaign Builder, click Edit Design.
    click edit design
  2. On the Design step, click the footer block.
  3. In the editing pane, type in the tag *|UNSUB|* or choose the Unsubscribe Link option from the Merge Tags drop-down menu.
  4. Click Save & Close.

If you send a lot of campaigns, or have several users on your account, you may want to add the required information to a campaign and reuse it, or create a template.


To send through Mailchimp, all audiences must be clean and current, so we suggest only sending to contacts who have opted-in in the past 12 months. Sending to older contacts often generates many bounces, unsubscribes, or abuse complaints, which can result in account suspension. You can use a third-party service if you need to clean your audience before using Mailchimp.

Segmenting in the Future

To comply with CASL, you can only send to subscribers who have given express consent. To do this, bulk unsubscribe all subscribers who aren't in the consent group and who signed up before you updated your signup form. To remain in compliance and keep a healthy audience moving forward, you should remove out-of-date subscribers no later than one year after you start the signup or cleaning process.

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