Responsible Marketing Overview

On July 1st 2014, the Canadian government implemented Canadian Anti-Spam Legislation (CASL) dictating the new rules for marketing materials sent via email. Compliance with these rules is mandatory for Canadian recipients of marketing material, and failure to comply by July 1st 2017 can result in charges for your dealership. The rules are:

• All electronic marketing materials require explicit consent from the recipient of the messages in order to be sent.

• All electronic marketing materials must clearly identify the sender of the email.

• All electronic marketing materials must offer an "unsubscribe" mechanism.

Note:  Electronic communications directly related to business transactions, such as PDF copies of quotes and invoices, do not fall under CASL.

To comply with the above rules, multiple changes have been made throughout IntelliDealer includes these abilities:

• To configure a Marketing Footer containing your dealership's information and a Subscribe/ Unsubscribe feature.

• To specify a customer contact's email subscription status in the Email Campaigns field on the Customer Profile: Contact screen.

• To activate or deactivate Responsible Marketing Logic for any customer at your dealership via the Country table.

Topics in this section are:

• Setting up Responsible Marketing

• Responsible Marketing Logic

• Running a Marketing Campaign after Enabling Responsible Marketing

Setting up Responsible Marketing

To begin using Responsible Marketing, complete the following procedures in IntelliDealer. Once complete, refer to the Responsible Marketing Logic section below to see how your marketing campaigns will be affected.

The procedures to complete are:

1. Configure a Marketing Footer

2. Enable Responsible Marketing for the Desired Countries

3. Providing Consent and Opting Out

Configure a Marketing Footer

To comply with CASL legislation, any marketing emails sent to customers for whom Responsible Marketing applies must clearly identify the sender of the email (your dealership) and include a "Subscribe/ Unsubscribe" option.

1. From anywhere within IntelliDealer, navigate to Configuration > Miscellaneous > Printing > Marketing Footer

   The Marketing Footer screen appears.

   

2. Enter your Dealer Name, Address, Phone Number, Email and Web Address in the fields provided, then click Save & Close.

   Any marketing emails sent to customers for whom Responsible Marketing applies will now include this information, as well as the option to Subscribe or Unsubscribe from receiving additional marketing emails.

Enable Responsible Marketing for the Desired Countries

You must enable Responsible Marketing for the desired countries. This activates Responsible Marketing Logic for any customers assigned to the selected countries, as specified in the Country field of the Customer Profile.

Note:  Responsible Marketing is mandatory for Canadian customers and cannot be deactivated.

1. From anywhere within IntelliDealer, navigate to Configuration > CRM > Profile > Countries.
   

   The Countries screen appears.

   

2. Use the search fields to locate the desired country, then click the associated Code.

   The Edit Country screen appears.

   

3. Select the Use Responsible Marketing checkbox, then click Save & Close.

   Any customers assigned to the selected country are now subject to Responsible Marketing Logic and the Email Campaigns, Permission By and Method fields will appear on the Add/ Edit Contact whenever the applicable Country code is selected.

Providing Consent and Opting Out

The Email Campaigns field can be set by of these methods:

• When adding or editing a contact, using the Email Campaigns switch on the Add/Edit Contact screen. If you activate the Email Campaigns checkbox on the Add/Edit Contact screens, you must also enter the Method in which the selected contact provided their consent, and the name of the person who provided the consent in the Permission By field.
  

  Add Contact screen

  

• When the contact selects the Subscribe/ Unsubscribe link in the Marketing Footer. If the contact uses the Subscribe/ Unsubscribe link, the system records their selection and makes the appropriate changes during a nightly run, at approximately 21:30 local time.

• Manually, using the Opt Out option on the Edit Country screen. Using the Click here to opt out all contacts who have not provided explicit consent link is irreversible. As such, make sure you want to use this option before proceeding.

  Edit Country Screen

  

Responsible Marketing Logic

Once you have enabled Responsible Marketing for the desired countries, any customers assigned to those countries and any marketing campaigns associated to those customers are subject to Responsible Marketing Logic. Essentially, this means that marketing emails will not be sent to customer contacts who have opted out of receiving them, as specified in the Email Campaigns field of the Edit Contact screen.

On the back end, the Email Campaigns field controls the value of the CCTYP field in the CMASCON file, for which there are these possible values: 

• E (Explicit Consent- Email Campaigns switch activated)—The contact has given their explicit consent to receive marketing emails.

• O (Opted Out- Emails Campaigns switch deactivated)—The contact has opted out of receiving marketing emails, and will therefore be omitted from marketing campaigns that target them.

• Blank (not specified)—The contact has not yet decided whether to opt in or out of receiving marketing emails.

By default, the value of the Email Campaigns field is blank, in which case the contact can still be targeted to receive marketing emails. Note however that any contact with a blank Email Campaigns field is automatically be changed to O (Opted Out) to avoid incurring fines.

Running a Marketing Campaign after Enabling Responsible Marketing

After configuring the Email Campaigns field for your customer contacts (or after the contacts have set the value for themselves using the Subscribe/ Unsubscribe feature), the recipients of your email marketing campaigns are determined by the system based on:

• The value of the Email Campaigns field for each customer contact being targeted by the campaign.

• The Contact Method selected on the Campaign screen.

  • If the Contact Method is Use Customer Name or Use Main Contact Name (if exists), any customers for whom the Primary Contact has not given their explicit consent are omitted from the campaign.

  • If the Contact Method is Use Contacts Only or Use Customer & Contacts, the system checks the Email Campaigns field for each customer contact:

    • If blank or E—the contact will be included in the campaign.

    • If O—the contact will be omitted from the campaign. If your campaign also targets customers for whom Responsible Marketing does not apply, the same rules are followed (only contacts with the Email Campaigns field of O are omitted from the campaign.)

Revision: 2024.11