Ready to send the world’s mostexpensive 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.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 10
InterAction CASL Solution
Opt-Out
• Check the Send No CEMs folder for new adds

12. 11
InterAction CASL Solution
Opt-Out
• Ensure John Red is not linked into other CEM folders.

13. 12
InterAction CASL Solution
Opt-Out
• Ensure John Red is not linked into other CEM folders.

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. 14
InterAction CASL Solution
CEM Status Visibility
• Expose full opt-outs to all users
• InterAction for Microsoft Outlook (IMO) exposes Contact Types and…

16. 15
InterAction CASL Solution
CEM Status Visibility
• …Marketing lists

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. 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. 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. 19
Contacts
David Jacobs
Enterprise Client Engagement Manager
LexisNexis | InterAction
david.jacobs@lexisnexis.com