How Im Handling CASL

[Anonymous]

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. 

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. 

[Anonymous]

Christina - you're the bomb diggity. Just sent your suggestions to my boss. Thankfully, we don't have many people in Canada, but I want to be prepared.

[Anonymous]

Yes both work. But I try to avoid using smart lists any chance I get.  

[Matt_Rushing1]

For sure - didn't think about adding the condition in the flow step!  

I alternatively created a seperate Smart List that includes all "Currently Implied," with all the CA filters as well as the filter of "Opt-in Date in the past 6 months."  Then, back on the daily campaign, if it's NOT in the Currently Implied group, it gets set to Opt-in = false, Marketing Suspended = True.  I think both work, but yours is probably cleaner.

[Anonymous]

Hey Matt

Ok - so this is what I did as a workaround - in Marketo.

Smart List:
(1 and 2 and 3) or 4
1) Opt-In = True
2) Not filled out form in last 6 months
3) SFDC Type is not Customer
4) Not Clicked Link in Email - Opt-In Canada Email Link

Flow:
Change Data Value for Opt-In field
Choice 1) If opt-in date in last 6 months, change value to True
Default value set to False

So this protects those that opted in via my email campaign, and also those that engaged in last 6 months. Hope that makes sense!

[Matt_Rushing1]

Great post - thank you!  One question: what does your daily batch that checks the date of the opt-in look like?  Are you doing that in Marketo?  I can't seem to set "before 6 months ago" on a date field in Marketo.

[Jamye_Breidenba]

This is great! Thanks for sharing.

[Anonymous]

No problem. Feel free to email me cpappas@cloudbees.com if you want to chat/bounce ideas/walk through anything. 

[Anonymous]

I really can't thank you enough for putting this checklist and text out there. It's made my life a lot easier this week!

[Anonymous]

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[Anonymous]

Christina, would you mind posting the text of your "auto-send opt-in request when new leads created with country = Canada" email? We are struggling with the wording and it would be super helpful to see what someone else is doing. Thanks!

[Anonymous]

Yes, this is great. Thanks for sharing!

[Anonymous]

This is very helpful. Thank you!