Canadian Retailer - Spring 2015 - 36
give customers preference control
Another key concern many retailers and other businesses have around
CASL compliance is how to give customers the option to change their consent preferences at any time. Our view
is that the more control and flexibility
you provide to your customers and
prospects to select or reject the specific
types of messages they'd like to receive
from your company, the more likely you
are to have a happy and renewable customer over time.
Key to achieving this objective is making a customer's consent status and consent history directly accessible to the end
user. By setting up a subscription management page that dynamically displays
consent status directly to end users, businesses can eliminate the need to ever
have to delve into their data records to
prove that consent has been granted, beCompliance engenders trust and satisfaction amongst customers. cause the whole process will be entirely
transparent to the user.
If you can break your communications down to even
One of the key benefits of this approach is that it can
two options from one, you've succeeded in putting the help you reduce churn in your marketing efforts by albasis of control into your customer's hands. Once you've lowing contacts to opt-out of specific subscriptions withachieved this objective, you can change your CASL ex- out necessarily having to remove their consent to receive
press consent request from a plea to comply with the law other types of electronic communications from you. This
to a valuable offer along the lines of:
should also improve the overall deliverability of your
outbound messages if you're sending your contacts only
"In an effort to provide you with better control of the
what they've said they're interested in receiving, and if
types of messages we send you, we've introduced
you do so according to the frequency of their choice.
additional subscription options to help you select
For many retailers, developing a CASL consent stratthe messages that are most appropriate for you."
egy can be daunting because the law extends beyond
email. However, it is vital not to panic and know that
As your customer goes through the preferences manage- there are existing email marketing and online engagement process, they would be asked to update their consent ment processes available to make CASL compliance as
status, giving you the opportunity to solve two problems at automatic and as painless as possible for all involved.
once: meeting your legal compliance requirements under
While it remains to be seen to what extent the CRTC
CASL and improving service to your customers.
will be enforcing the rules around CASL, most Canadian
You can communicate this to your customers by send- retailers are wisely taking the necessary steps to comply
ing out a special message notifying them of the change. with the law now. At worst, this means they'll avoid any
Depending on the email system you use, you may also possibility of being subject to fines and censure under
be able to enable a banner that appears automatically in the law. At best, they'll be establishing a sustainable
all messages for those where express consent does not permission management strategy around which they
exist, making the same offer.
can establish best practices in marketing and customer
You can even do a combination of the two by first an- service that will last for years to come.
nouncing the change in a dedicated message and following up with the banner in each subsequent email. Keith Holloway is the Founding Partner of Envoke. com,
The offer or value proposition in the banner should a Toronto-based email marketing service provider and
be about improved subscription management and not developer of permission-based automated marketing
about CASL compliance.
solutions for retailers.
canadian retailer | SprinG 2015