[Webinar] Optimize Your Canadian Consent Opt-Ins with PerfectMIND's CASL Feature

Webinar Overview

PerfectMIND puts you ahead of the game when it comes to the Canadian Anti-Spam Legislation (CASL)!

In this webinar, Nima Jazbi will walk you through step-by-step how to use the new CASL feature in PerfectMIND. Learn how to optimize your opt-ins for consent and take advantage of the full-suite of features available to you to manage, report and protect your business relationships with your Canadian Contacts.

Video Transcription

Again, welcome everyone to the basic PR webinar today. Our webinar today is a follow-up on a previous webinar or whatever you had in regards to the CASL legislation. So for all of us Canadians, as you probably know by now, CASL legislation was essentially put in place a couple of months ago and in result of that all of the rules put in place and how we can communicate our clients, with our leads, prospects, and really anyone within Canada. The communication essentially channels that all under the CASL legislation; it could be from social media to emails to broadcast system to any type of digital communication.

Now, for more details on what essentially CASL legislation is I recommend watching our previous webinar. Which I go through the details of the CASL legislation and how it will affect you. On this webinar today, the objective is for us to go over essentially the features that Perfect Mind has developed to be able to help you with essentially managing the consents and your communication to Perfect Mind with your clients and contacts. So, as mentioned last time on the last webinar we've basically worked hard in developing some features that essentially can help you with consents starting off with the first feature that we developed which is already essentially been utilized by now by most of you. It was automated emails that we scheduled to go out on different periods of time, to be able to get what we call expressed consent from your existing contacts, so you can freely communicate with your contacts more than before. That's something that already has been done, but what we have done today and recently is to, we released a couple of features starting with the report to be able to help you really understand who essentially has provided consent and also what type of consents you have with different contents in your database.

So, let's go through the report, you can visit the report obviously by going to the report section under the marketing folder you would see a new report called consent emails. Now, on this report you see multiple columns of information. The first column you would see the contact full names; the student, the lead, the former student, the associate, and their email. You would see their email account here, you would see the start date which is essentially when the consent was provided. You would see the end date which I will explain in a few moments what that means. The reason of the consent, so how was the consent received, also if it's an expressed consent… So, again most of you guys know we have two different types of consents when it comes to the CASL legislations. We have the implied consent and we have the expressed consent. The implied consent means that for the variety of different categories you might essentially be able to consent to communicating with your contacts. What are these categories? For example, if you're doing business with essentially someone, so if someone is your member and actively paying you and attending classes and what not, you are able to communicate with them as long as they are in business with you. In addition to that, other types of consent can be for renewing inquir or a new lead. When you receive a new lead you have essentially six months' time to be able to communicate with them and during this time you have essentially…the six month time is implied consent. Other types could be someone has purchased a product from you, and they have duration of time in which you have to consent with them and communicate with them. Lastly, if you have a former member or a customer, you actually have up to two years to be able to communicate with the customer. So what we do actually for every, the system actually works automatically and goes through your contacts on a daily basis and categorizes them based on these implied reasons, and based on the reason that we find we actually populate the fields here versus reasons.


So for example, you might see reasons like inquiry or purchased. Inquiry is a lead, purchased is because this contact basically purchased a product from essentially this business, or this database I'm showing you guys today. So, what the end date is, it is actually directly related to implied consent as well. For those consents and all implied consents have an end date. The system will automatically generate an end date for you, so you always know from what date onwards you're not able to communicate with that email anymore. In the case of essentially inquiry that I mentioned which is the six month duration, so as you see six months after the consent was provided, the consent will end and will come off of this list. As you see for purchase we have the two year duration, the twenty four months that you can communicate with a contact, and basically as you see the date has been popped two years after the date that the consent was provided. So, this is the first type of consent which is implied consent, so different rules fall under it, and it's very likely actually that the rules overtime will change as well. I'm sure that people will complain, or basically businesses will request more options, and overtime things might change.

Now the second type of consent which is essentially the best type of consent is expressed consent. So expressed consent has no end date, and as you see the actual consents that are marked as true under the column expressed, essentially the end date for those consents are left empty because there is no end date. So, what an expressed consent means is that your student, your lead, your former student, your contact has expressed consent to you to receive emails or communication from you. Now that consent that they essentially express can be provided digitally, through an email or kind of a sign up form. It could have been provided verbally, so maybe you were having a discussion with the person and they agreed verbally that you are able to communicate with them. Lastly, it could be essentially provided to you in a written format. All of these fall into the category of consent or expressed consent. Now, I do highly recommend reading more about getting expressed consent, because there are certain rules and regulations that you have to follow. Things you have to say and you also have to document it in a certain way in order to avoid any issues down the line. So, there are some recommendations of what you have to say, what you information you must include in the documentation when you're getting the consent, and what information you should keep track of in case a complain falls against you in future years so you can actually display that proof to be able to essentially protect yourself. So this is the first part which is report, so essentially it is information to know where everyone stands. Now, do note that in some cases you might have one email associated to multiple people, especially in cases of family. So, that's also something that you should take into consideration as well. This is essentially the first action.

As I mentioned basically in regards to expressing consent; that can be provided either verbally or in a written format… That requires you to be able to manually mark a certain contact that they actually provided that consent. So, to be able to actually do that we've created a new function, which is essentially a button under the contacts section; you're able to select one or multiple contacts that you would like to mark an expressed consent form… So again they verbally provided that consent or they just essentially written that you are able to get that or communicate with them and you press the button consent emails. So you will see a popup like this, and it's explaining what you are doing because not having consent and taking this action is pretty risky. It is explaining to you what action you're taking, which you should not mail consent email addresses only unless you have the consent of the email owners. Business owners who are in Canada are required to be compliant with Canada's Anti-Spam Legislation. If you want to learn more about Canada's CASL legislation, you can just essentially click on this link and it takes you to a related page.


So, this is one way that you're able to add people into expressed consent, and as I press and essentially accept that those emails on that report are now marked as expressed consent. Alright, so again the first method is to manually mark people as expressed consent. Now, implied consent as I mentioned happens automatically based on certain rules and regulations. You don't have to do really anything about that as long as you keep your data accurate by entering the leads and the correct time, making sure they become a lead date if you put in the information afterwards… All that information essentially if it's populated correctly you should be fine and you should not encounter any issues. Now, one thing that our goal is and your goal should be the same as well is after you are getting more people on an implied consent you should be able to convert them into an expressed consent. Doing that will actually save you a lot of time and headache and feature, because expressed consent puts them into the same position that they are today, and now they were before. That is that you can keep communicating with them until they say, "Don't communicate with me." So, it just makes life a lot easier for you.

So, in addition to having options to manually mark someone as an expressed consent by communicating with them when they come to classes or when they come in to take the seminars or workshops, in addition to that what we have designed in our system is a series of automated emails to be sent to your implied consent group on a regular basis and try to essentially get their expressed consent. So, we've actually scheduled two types of automated emails in the system. Now, these automated emails contain information about consent, and it also has a button for the contact or the receiver of the email to be able to essentially click on it and accept the terms and the conditions for CASL, and to have them moved automatically to the expressed list so you can communicate with them for the rest of the time.

We've created two different automated emails. The first automated email is to target your inquiries, your leads. As for regulations, you have six months after someone inquires for your services you can communicate with them for six months without any issues, and then afterwards all of the communications must stop. So, our system will send an email every seventy days to all of your leads to be able to get their expressed consent from them. Now, why we don't have it more than every seventy days and why we don't have it every, essentially we didn't want to cause any people to unsubscribe from your list as getting too many emails. We believe this should be enough for you to be able to get expressed consent from those who are interested in your services, and are qualified leads… This information and criteria is not written in stone, so if you would like to change this and have it every hundred days or twenty days or ten days, you are able to click on the email and update the criteria for it. But by default you should see an automated email that targets your inquiries every seventy days.

In addition to that we have one for all of those contacts that you have some sort of business relationship with. So, business relationships meaning that someone has purchased a membership from you or purchased a product from you. That gives you either to communicate with them up to two years after the purchase or during the duration that they're actively paying you. So, those are still the people that we want to move to your expressed consent. These are your students, or your members. So, for these types of contacts we have setup the rule to communicate with them every seven months, once again like the previous email you're able to update this. So, on any of these emails if you agree or disagree or want to update the schedule type of them, you are able to click on the email and scroll to the bottom of the page, and update the auto setting options. So, if I want this email to go out every month I'll be able to say repeat monthly and reduce the number of seven to one, and now this sends this every month. Now again, our settings have been put in place considering that you don't want to over spam your contacts either; too many emails will obviously cause them to unsubscribe from your list.


Now another thing you could do which is utilizing the existing content that we have on these emails. If you want to target a certain individual and have them provide the consent, you are able to actually copy the code from this section, and create a new email and send it to that individual. So, I am able to essentially copy the email when essentially you want to send an email make sure on the target you are choosing option and I can paste the content, and now I can target any individual client or any individual list to receive the consent form.

The last function that we've introduced that's part of the CASL legislation update for Perfect Mind is we improved the emailing system in the background. So, all of your emails that you send to all of your contacts, and any automated email that you already have setup in the system, maybe even if you have work emails created in the system, all of those moving forward you can option. I'll explain why I mentioned if you optioned. When you send an email to, let's say you want to send a marketing email to all of your contacts the system will actually consider the consent level of all your contacts. So, if I'm sending an email to a thousand contacts and I only have consent from five hundred people, only the five hundred that I have consent from will receive the email. This will protect you essentially from any issues, any spamming issues that could cause you issues in the future.

Now, I mentioned earlier that basically these features will be for those of you who do option this feature. By default we have not activated all of these features, and we will not activate all of these features for every database, because we have clients and we've seen people who want to manage the consent level themselves. Actually, Perfect Mind really is the only product out there right now, especially in the Health and Wellness industry sector that offers measures to be able to protect you from the CASL legislation. So, if you wish to essentially get these features and have the email system to work in the background and choose to who the email should go based on their consent level, what you're able to do is you're able to email us at either,support@perfectmind.com or you can email me directly at nima@perfectmind.com, so we can activate your database so you can take advantage of these features.

For those of you who don't want these features to take advantage of, then you don't have to communicate with us, and your functions and features will remain exactly the same as it is today, and you are able to communicate with your contacts based on your own rules and regulations. Some people like to take the risk or believe that CASL legislation doesn't apply to them; that is something that you can decide and take the path that you are more comfortable with. For those of you who are not fully aware of what CASL legislation is and how it affects you, again I recommend reading about it. There's a lot of documentation, there is essentially a website dedicated to this which has been launched by the government of Canada. So, I do recommend taking a look and reading all of the details about this as this will affect how businesses are run in Canada and how we are communicating to our contacts. It's something that's going to be with us for a while, so it's very important for you as a business owner in Canada to really know about it. Overall this CASL legislation falls on anyone that is communicating from a computer in Canada or to a computer in Canada, so it affects most of us. So do read about it and see if you want to take advantage of these features that Perfect Mind has created to support you. If you do, I am actually sharing my contact or the email addresses on the chatbox, support@perfectmind.com or nima@perfectmind.com, if you can email the addresses, subject line CASL and mention that you opted for these features so that we can activate it in the background.


Now, one thing based on my studies of CASL legislation that I've learned is that the first two years, up until 2007 actually, the government is a little bit more lenient because that's the public, and your contacts are not able to directly sue the business. So, they're a little bit more lenient as long as we're trying to follow the rules and regulations, they probably won't go after the business or fine them. But I do recommend reading more about it, this is kind of a gray area; it's not so black and white. So, it's really important for you guys to really get yourself informed and up to date with all of the rules and regulations, and choose what you believe works best for your business.

20:42 (Start of Q & A session begins here)