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

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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

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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:

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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:

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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

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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

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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

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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

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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

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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

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InterAction CASL Solution

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

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InterAction CASL Solution

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

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InterAction CASL Solution

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

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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

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InterAction CASL Solution

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

and…

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InterAction CASL Solution

CEM Status Visibility• …Marketing lists

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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.

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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.

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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.

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Contacts

David JacobsEnterprise Client Engagement ManagerLexisNexis | InterActiondavid.jacobs@lexisnexis.com