Question
How Im Handling CASL
Thought I would share my approach to this new regulation since it's taken a bit of work :)
Here is my checklist from my Google doc of everything I need to do in Marketo. Im performing these all with Smart Campaigns in Marketo and Workflow rules in Salesforce.
First I created an Opt-In checkbox field and Opt-In date field in Salesforce. I setup a Salesforce workflow rule that populates the date/time in the Opt-In date field anytime the Opt-In checkbox field is changed.
Next, I created a workflow that locked the email field in Salesforce if the Opt-In field was checked and country = Canada.
All the campaigns listed above are to update all customers and implied opt-ins prior to July 1 so I know who to send an opt-in email to. Then to make sure we are asking for opt-in when new leads come in from Canada.
For those impied opt-ins, I have campaigns set to run everyday and check the date field. If the country = Canada, opt-in is true and date is more than 6 months ago with no activity, we send opt-in email and change value to false until we get validation from the recipient.
Although I have setup a smart list to be using in campaigns going forward, Im going to unsubscribe non-opt-ins just as a safety measure. (we dont use 'marketing suspended')
Im not sure if this helps any of you but wanted to share in the event that it does.
Here is my checklist from my Google doc of everything I need to do in Marketo. Im performing these all with Smart Campaigns in Marketo and Workflow rules in Salesforce.
| Housecleaning - unsubscribed if opt-in checkbox is NULL and country = Canada |
| Housecleaning - if unsubscribe = true, then opt-in for Canada is NULL |
| Populate opt-in field for all Canadian customers |
| Daily batch to check for opt-in expiration - 3 years for customers. 6 months for implied opt-in |
| Canadian Opportunity list - 3 years implied opt-in - update status with date |
| Implied opt-in for actions taken in last 6 months - webinar registration, whitepaper download |
| Smart campaign built in Marketo to auto-send opt-in request when new leads created with country = Canada |
First I created an Opt-In checkbox field and Opt-In date field in Salesforce. I setup a Salesforce workflow rule that populates the date/time in the Opt-In date field anytime the Opt-In checkbox field is changed.
Next, I created a workflow that locked the email field in Salesforce if the Opt-In field was checked and country = Canada.
All the campaigns listed above are to update all customers and implied opt-ins prior to July 1 so I know who to send an opt-in email to. Then to make sure we are asking for opt-in when new leads come in from Canada.
For those impied opt-ins, I have campaigns set to run everyday and check the date field. If the country = Canada, opt-in is true and date is more than 6 months ago with no activity, we send opt-in email and change value to false until we get validation from the recipient.
Although I have setup a smart list to be using in campaigns going forward, Im going to unsubscribe non-opt-ins just as a safety measure. (we dont use 'marketing suspended')
Im not sure if this helps any of you but wanted to share in the event that it does.