10 things to do to prepare for CASL
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10 things to do in order to prepare for CASLMatthew VernhoutChief Privacy Officer, Mgr of Deliverability Inbox Marketer
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• Consent options• Explicit vs. Implied• Installed software
• Preference management• Data management• Creative development
The end goal
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• 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
Transition Period
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You need to be compliant by July1, 2014 and there is
a lot to do to get ready.
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• Use the next three years wisely• Transition period is three years from date
of enforcement
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• 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...
Audit Everything…
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• Plan upgrade path• Build a communication calendar• Rules of engagement• Recency/Frequency
Multi-brand organizations
Get Organized
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• 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
Streamline your email programs
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• 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
Upgrade your process
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• 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
Group “like” consent
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• Cross Channel Awareness• Email, SMS, Social, IM, Future Tech
Multi-Channel approach
No
Silos
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• 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
Training
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• Build sun setting and reactivation programs
• Plan permission upgradeprograms
• Develop declining engagementprograms
Plan for the future
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• 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
Bonus!
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Thank youMatthew Vernhout
Chief Privacy Officer, Manager of Deliverability @emailkarma