20
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

Cornerstones of CASL Compliance

Embed Size (px)

DESCRIPTION

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.

Citation preview

Page 1: Cornerstones of CASL Compliance

Cornerstones of CASL ComplianceSteps for Communications Readiness

Ready to send the world’s mostexpensive email?Avoid a million-dollar mistake by understanding the rules of CASL

Page 2: Cornerstones of CASL Compliance

2

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

Page 3: Cornerstones of CASL Compliance

3

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:

Page 4: Cornerstones of CASL Compliance

4

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:

Page 5: Cornerstones of CASL Compliance

5

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

Page 6: Cornerstones of CASL Compliance

6

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

Page 7: Cornerstones of CASL Compliance

7

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

Page 8: Cornerstones of CASL Compliance

8

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

Page 9: Cornerstones of CASL Compliance

9

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

Page 10: Cornerstones of CASL Compliance

10

InterAction CASL Solution

InterAction Folder

Financial ReformThought 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 ReformThought Leadership

InterAction FolderANTIFinancial ReformThought Leadership

InterAction Folder

VIP Golf EventInvitation

InterAction Folder

Send NO CEMs

C.

InterAction

FolderDependency

Analyzer(FDA)

Daily run ofrules to

add / remove& reconcilecontacts in

folders

Page 11: Cornerstones of CASL Compliance

11

InterAction CASL Solution

Opt-Out• Check the Send No CEMs folder for new adds

Page 12: Cornerstones of CASL Compliance

12

InterAction CASL Solution

Opt-Out• Ensure John Red is not linked into other CEM folders.

Page 13: Cornerstones of CASL Compliance

13

InterAction CASL Solution

Opt-Out• Ensure John Red is not linked into other CEM folders.

Page 14: Cornerstones of CASL Compliance

14

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 FolderANTIFinancial ReformThought Leadership

InterAction FolderSend No CEMs

InterActionDatabase

Page 15: Cornerstones of CASL Compliance

15

InterAction CASL Solution

CEM Status Visibility • Expose full opt-outs to all users• InterAction for Microsoft Outlook (IMO) exposes Contact Types

and…

Page 16: Cornerstones of CASL Compliance

16

InterAction CASL Solution

CEM Status Visibility• …Marketing lists

Page 17: Cornerstones of CASL Compliance

17

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.

Page 18: Cornerstones of CASL Compliance

18

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.

Page 19: Cornerstones of CASL Compliance

19

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.

Page 20: Cornerstones of CASL Compliance

20

Contacts

David JacobsEnterprise Client Engagement ManagerLexisNexis | [email protected]