10 things to do in order
to prepare for CASL
Matthew Vernhout
Chief Privacy Officer, Mgr of Deliverability
Inbox Marketer
The end goal
• Consent options
• Explicit vs. Implied
• Installed software

• Preference management
• Data management
• Cr...
Transition Period
• Grandfathered express consent under common
law definition
• Implied consent three year transition
• PR...
You need to be compliant
by July1, 2014 and there is
a lot to do to get ready.
• Use the next three years wisely
• Transition period is three years from date
of enforcement
Audit Everything…
• Start an Audit of data sources
• Where do you get names from:
 POS, web page, co-registration, events...
Get Organized
•
•
•
•

Plan upgrade path
Build a communication calendar
Rules of engagement
Recency/Frequency
 Multi-bran...
Streamline your email programs
• Multiple teams increases risk where data is not
centrally managed
 Align data teams
 Ce...
Upgrade your process
• Upgrade your forms, and phone scripts
 Include proper disclaimers and required
information
 Visib...
Group “like” consent
• Review existing Data Buckets:
 Known good sources (implied)
 Known good sources (express)
 3rd p...
Multi-Channel approach
• Cross Channel Awareness
• Email, SMS, Social, IM, Future Tech
Training
• Train your Staff and affiliates
• Franchised organization make sure owners are
aware

• Build it into your comp...
Plan for the future
• Build sun setting and
reactivation programs
• Plan permission upgrade
programs
• Develop declining e...
Bonus!
• Engage your vendors or think about
getting a vendor if you don’t have one
• Shorten times for compliance
• Alread...
Thank you
Matthew Vernhout
Chief Privacy Officer, Manager of Deliverability
@emailkarma
Upcoming SlideShare
Loading in …5
×

10 things to do to prepare for CASL

949 views
769 views

Published on

Canada's Anti-Spam Law will be here before you know it - the time to start preparing for this law is now. Here are 10 things to get your started in for publication of the final regulations and the publishing of enforcement start date.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
949
On SlideShare
0
From Embeds
0
Number of Embeds
292
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

10 things to do to prepare for CASL

  1. 1. 10 things to do in order to prepare for CASL Matthew Vernhout Chief Privacy Officer, Mgr of Deliverability Inbox Marketer
  2. 2. The end goal • Consent options • Explicit vs. Implied • Installed software • Preference management • Data management • Creative development
  3. 3. Transition Period • Grandfathered express consent under common law definition • Implied consent three year transition • PRA Suspended until 2017 • New exclusions: • Political parties and Charity fundraisers • Foreign recipient exclusions • B2B Clarifications
  4. 4. You need to be compliant by July1, 2014 and there is a lot to do to get ready.
  5. 5. • Use the next three years wisely • Transition period is three years from date of enforcement
  6. 6. Audit Everything… • Start an Audit of data sources • Where do you get names from:  POS, web page, co-registration, events, etc... • How are you asking for information  opt-in vs. opt-out  3rd party data use approval • Do you collect source, time/date, IP, etc...
  7. 7. Get Organized • • • • Plan upgrade path Build a communication calendar Rules of engagement Recency/Frequency  Multi-brand organizations
  8. 8. Streamline your email programs • Multiple teams increases risk where data is not centrally managed  Align data teams  Centralize databases and unsubscribe programs  Build preference centers to make subscription management easier for consumers
  9. 9. Upgrade your process • Upgrade your forms, and phone scripts  Include proper disclaimers and required information  Visible signage in retail locations  Centralized/standardized subscription management forms • Subscribe pages, unsubscribe pages • Preference Centers
  10. 10. Group “like” consent • Review existing Data Buckets:  Known good sources (implied)  Known good sources (express)  3rd party data  Unknown sources  Old Data (no longer used)  Other? • Develop a contact strategy for each of the buckets
  11. 11. Multi-Channel approach • Cross Channel Awareness • Email, SMS, Social, IM, Future Tech
  12. 12. Training • Train your Staff and affiliates • Franchised organization make sure owners are aware • Build it into your company culture from the CEO to the Interns • Due diligence is key
  13. 13. Plan for the future • Build sun setting and reactivation programs • Plan permission upgrade programs • Develop declining engagement programs
  14. 14. Bonus! • Engage your vendors or think about getting a vendor if you don’t have one • Shorten times for compliance • Already have much of this built into their systems
  15. 15. Thank you Matthew Vernhout Chief Privacy Officer, Manager of Deliverability @emailkarma

×