Cornerstones of CASL Compliance

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Ready to send the world’s most expensive email? Avoid a million-dollar mistake by understanding the rules of CASL with this overview of Canada's version of the CAN SPAM Act. Designed for law firm marketing, this presentation is geared to law firm business development, marketing and CRM specialists.

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Cornerstones of CASL Compliance

  1. 1. Cornerstones of CASL Compliance Steps for Communications Readiness Ready to send the world’s most expensive email? Avoid a million-dollar mistake by understanding the rules of CASL
  2. 2. 1 Today's Topics • Understanding CASL … in 5 minutes or less • Communications Audit … a valuable first step • Top 10 Take Action … CASL recommendations • Leveraging Technology … real world examples
  3. 3. 2 Understanding CASL • Phase 1 for CEMs starts: July 1, 2014 • Commercial Electronic Messages (email +) • Return control to recipients • Consent-based communications (an auditable requirement) • Sender “transparency” • Easy to opt-out • Potential for million-dollar fines • Phase 2 for computer programs and software: July 1, 2015 Comprehensive Canadian Law:
  4. 4. 3 Communications Audit • Who's using CEMs now: inside and outside parties • Existing policies and procedures for: privacy, review & approvals • Standard CEM formats used: clarity on sender & opt-outs • List sources used: one, many, spreadsheets, databases, et al. • Current degree of permission-based communications If you’re just getting started, examine:
  5. 5. 4 Top 10 Actions / Recommendations 1. Designate a CASL official 2. Fill in audit gaps 3. Get control of the process / activities 4. Establish one database source 5. Reevaluate agency partners
  6. 6. 5 Top 10 Actions / Recommendations 6. Reclassify your contacts / prospects 7. Push for express consent 8. Test opt-out process 9. Consider insurance 10. Be smart about technology
  7. 7. 6 The Right Technology Tools • If CEM activities are high and email dominates: • Customer and prospect contacts • List pulls • Data churn • Numbers of programs • Need advanced tools to automate repetitious tasks: • Customer Relationship Management (CRM) as list source / control point • Email Marketing Software for distribution and feedback loop
  8. 8. 7 Technology Requirements CRM Solution: • Database to maintain/sort /categorize contact names • Compile distribution lists by assigning names to folders and lists matched to CEM projects • Manage/track campaign results – opt-ins, opt-outs • Integrate with Time & Billing systems to validate implied consent from business relationships • Record relationships to support CASL compliance Email Marketing Software Solution: • Process automation activities • Design templates to prepare / format messages • Distribution and broadcasting of emails • Feedback mechanisms capturing bounce-backs, bad addresses and recipient responses • Tracking / reporting email results
  9. 9. 8 Real World Solutions in Use • Functional integration with Vuture eMarketing • Audit trail functionality • Folder management structure and CEM status visibility • InterAction Folder Dependency Analyzer (FDA) • InterAction Prioritized Data Management Queries • Implied consent via client integration with relationship intelligence LexisNexis InterAction CRM
  10. 10. 9 InterAction CASL Solution InterAction Folder Financial Reform Thought Leadership A. Firm sends Financial Reform Thought Leadership CEM to “Green” client Opt out #1 #2 B. “Green” client opts out of Financial Reform CEMs D. FDA removes “Green” client from Financial Reform folder and adds contact to ANTI folder A. Firm sends Golf Outing invite to “Red” prospect InterAction Folder VIP Golf Event Invitation Opt out ALL B. “Red” prospect opts out of ALL CEM communications D. FDA removes “Red” prospect from Golf Outing and adds contact to Send No CEMs folder InterAction Folder Financial Reform Thought Leadership InterAction Folder ANTI Financial Reform Thought Leadership InterAction Folder VIP Golf Event Invitation InterAction Folder Send NO CEMs C. InterAction Folder Dependency Analyzer (FDA) Daily run of rules to add / remove & reconcile contacts in folders
  11. 11. 10 InterAction CASL Solution Opt-Out • Check the Send No CEMs folder for new adds
  12. 12. 11 InterAction CASL Solution Opt-Out • Ensure John Red is not linked into other CEM folders.
  13. 13. 12 InterAction CASL Solution Opt-Out • Ensure John Red is not linked into other CEM folders.
  14. 14. 13 InterAction CASL Solution Prioritized Data Management Queries (PDMQ) • Optional data quality feature • Checks folder contacts against all InterAction database contacts • Increases data steward efficiency by targeting critical collections of contacts for system wide duplicate identification • Scenario: • PDMQ finds a duplicate of “Red” prospect • Data steward has ability to merge the duplicate with the contact in “Send NO CEMs” to restrict further contact, abide by prospect’s request, and meet CASL. Prioritized Data Management Queries (PDMQ) InterAction Folder ANTI Financial Reform Thought Leadership InterAction Folder Send No CEMs InterAction Database
  15. 15. 14 InterAction CASL Solution CEM Status Visibility • Expose full opt-outs to all users • InterAction for Microsoft Outlook (IMO) exposes Contact Types and…
  16. 16. 15 InterAction CASL Solution CEM Status Visibility • …Marketing lists
  17. 17. 16 InterAction CASL Solution Implied Consent Scenario • “Clients” folder holds contacts from an Aderant or Elite client integration. Identify clients with billings over the past two years.
  18. 18. 17 InterAction CASL Solution Implied Consent Scenario • For a Technology Thought Leadership Campaign, search the Clients folder for technology companies with billings in the past 2 years.
  19. 19. 18 InterAction CASL Solution Implied Consent Scenario • Locate employees who have “Knows” relationships with internal personnel. A high InterAction IQ strength score reinforces the implied consent.
  20. 20. 19 Contacts David Jacobs Enterprise Client Engagement Manager LexisNexis | InterAction david.jacobs@lexisnexis.com

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