Canada's Anti-Spam Law will be here before you know it - the time to start preparing for this law is now. Here are 10 things to get your started in for publication of the final regulations and the publishing of enforcement start date.

1. 10 things to do in order
to prepare for CASL
Matthew Vernhout
Chief Privacy Officer, Mgr of Deliverability
Inbox Marketer

2. The end goal
• Consent options
• Explicit vs. Implied
• Installed software
• Preference management
• Data management
• Creative development

3. Transition Period
• 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

4. You need to be compliant
by July1, 2014 and there is
a lot to do to get ready.

5. • Use the next three years wisely
• Transition period is three years from date
of enforcement

6. Audit Everything…
• 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...

7. Get Organized
•
•
•
•
Plan upgrade path
Build a communication calendar
Rules of engagement
Recency/Frequency
 Multi-brand organizations

8. Streamline your email programs
• 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

9. Upgrade your process
• 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

10. Group “like” consent
• 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

11. Multi-Channel approach
• Cross Channel Awareness
• Email, SMS, Social, IM, Future Tech

12. Training
• 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

13. Plan for the future
• Build sun setting and
reactivation programs
• Plan permission upgrade
programs
• Develop declining engagement
programs

14. Bonus!
• 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

15. Thank you
Matthew Vernhout
Chief Privacy Officer, Manager of Deliverability
@emailkarma