Get CASL Compliant With Opt-in Recapture in Bronto

Brianne Price, Demac Media

Brianne Price, Demac Media

Author Bio

As the content marketing manager at Demac Media, a North American ecommerce agency, Brianne shares her industry knowledge to help retailers and merchants plan, build and grow their businesses.

Canada’s Anti-Spam Legislation (CASL) came into full effect on July 1, 2017. If you haven’t achieved compliance yet, by receiving Express Consent from your contacts, now’s the time to ensure you aren’t violating any of the terms of CASL by promoting your business through commercial electronic messages (CEM), not just email. Companies outside of Canada who send electronic messages to a computer or device in Canada also have to be in compliance with CASL.

Remember, you want to have Express Consent. Implied consent is the bare minimum requirement, and it isn’t well defined in CASL, which could expose your business to litigation.

It may seem like nuisance to deal with now, but anti-spam laws are good for your business. Here’s why:

  1. Targeting the right contacts with relevant, personalized communications improves your opens, click-through and deliverability rates.
  2. Your brand reputation will remain positive, with less spam to tarnish your name.
  3. Other brands who don’t comply will be forced out of the inbox, leaving you in the spotlight, and you’ll become better at marketing your products because as you try different ways to engage contacts, you’ll learn what works best along the way.

Easily Recapture Opt-in Information

Oracle + Bronto, a trusted partner of Demac Media, makes it easy to automate the re-opt-in or subscription confirmation process. Set up a simple automation to take care of the grunt work.

What you’ll need:

  • A plan
  • Your assets (email, data, landing pages)
  • A workflow
  • Time to test

Step 1:  Plan Accordingly

Keep your plan simple and focused. The overall goal of this exercise is to capture re-opt in details from your subscribers, so your plan should include all the required details.

Here are some key questions you can ask to prepare your plan:

  • When are you executing this campaign? This will help you define your work-back schedule. Don’t forget to include approvals from all stakeholders, including legal and/or compliance.
  • Who will be involved? For example, will it be your email team, back-end team, legal/compliance, other?
  • How will the approval process work? What is the workflow design? Where will the captured information (opt-in time, date, source, IP address, etc.) go? Have you created additional fields in Bronto to manage these points or will you handle them offline?
  • What assets are required? For example, do you need responsive email, data, landing page, thank-you page, or webforms?

Step 2:  Prepare Assets and Technical Details

Once you have an approved plan, start preparing assets. Your assets could include emails (tested and approved), data (complete mailing list imported as either a list or a segment) and a landing page, if appropriate.

Ensure you have additional fields set up in Bronto to which you can map contacts’ opt-in details. You’ll either update the captured opt-in information manually or automatically. If your process is manual, you’ll have to monitor subscriber information and update Bronto as required.

However, if you want to save time and reduce errors, work with your technical team to automate this process. You can create a webform in Bronto or create an external landing page – both of which will automatically push values to their respective fields in Bronto. Either way will eliminate your having to manually update subscriber information.

Step 3: Create a Workflow

Here’s where the fun begins. You have your email and your data. You know where the captured opt-in information will be mapped in Bronto. You’re pretty much ready by this stage.

A simple workflow could include a trigger node and an action node:

Trigger: Segment Membership Change or List Membership Change

Action: Send Email

This workflow will send the opt-in email to anyone who enters the segment or list you’ve created for it. Do a test run, and when everything checks out, activate the workflow. Remember to deactivate it when you have all the information you need. Don’t forget to monitor the results that come through, and be sure to deactivate the workflow when you have everything you need. (This is one of the CASL tasks that was required by July 1, 2017.) Unsubscribe everyone who hasn’t confirmed their opt-in to be compliant.

If you want Bronto to automatically unsubscribe everyone on July 1, 2017, add a Delay and an additional Action Node (Change Contact Status).

Step 4:  Run Your Last Checks

You should be good if you’ve thoroughly tested your processes and monitored your results. Run some last checks before you close this campaign to ensure you have all the information you need from your subscribers and have unsubscribed those who haven’t re-opted in. Document everything for future reference.

Please Note: This article is intended to provide general recommendations on the Canadian Anti-Spam Legislation (CASL). It is not intended to be a comprehensive review, nor is it intended to provide legal advice.

Get your copy of our CASL Compliance Guide today, and find out whether your business is at risk of being fined. For more information about how Demac Media helps retailers and merchants grow with Bronto, contact your Bronto account manager.