Double opt-in Process for Germany & Best Practices

[Anonymous]

Hi,

Does anyone know anything about B2B double opt in processes and Best practices for Germany?

[Casey_Dingman1]

Hi Dan,

What exactly are you doing in your program "Keep Opt-in Value persistent"

Thank you

[Dan_Stevens_ · Accepted solution]

Come May 25, 2018, explicit consent will be required for all European countries as a result of the GDPR.  More specifically, consent will be required for any person in the EU (irrespective of citizenship/residency)  - even if they live/work in the US.

Today, we have a global "process opt-in requests" program set up that not only timestamps the opt-in request, but also associates the program that was responsible for it.  And since we're a global company, we have an extended process for Germany, where double-opt-in is required (note the additional fields we use for future auditing purposes).

And for Germany:

[Tammy_Chan]

Hi Dan,

Really appreciate your post here! I looked into how to create the "last touch campaign" - and found below on a different thread- wanted to know if this is how you approached this as well? https://nation.marketo.com/message/147547-re-last-interesting-moment-captured-as-last-touch-in-a-fie...

If each marketing campaign you want to track is it's own program, you could define a token at the program level then build a flow step in to populate the SFDC field with this token when a lead becomes a program member or achieves a certain status.

If you integrate this as part of your campaigns that assign program statuses, then it would be quite simple to maintain. Only extra step would be updating the token name when you clone your programs.

[Dan_Stevens_]

Hi Tammy - whenever we track engagement within a program, we include a variety of CDV flow steps - here are four of them:

So if this person filled out a form to download content and opted-in - which would then trigger the "process opt-in requests" smart campaign - the program name now contained in the "last touch program" field would be used to populate the "opt-in program" name.

[Tammy_Chan]

Hi Dan,

I went ahead and did the change data values per your screen shot- what I'm not sure about is the Step 4 in the "Process Opt - in requests" The program opt in = {{lead.last touch program}} - is this a manually created token on each program level within Marketo- if so what gets populated in the token- the token {{program.name}}? I'm a bit confused here

[Dan_Stevens_]

Hi Tammy - yes, this value is defined in every one of our programs where specific engagement might exist (see above).   And yes, the program name is being populated.  Can you see my screenshot above?

[Tammy_Chan]

I knew this was a stupid question b/c I understood everything you shared- what happened was when I was looking for the token I started typing in "{{lead" and for some reason I did not get a full list of all the available tokens so i thought i was missing something, but it worked today. Thanks for your patience!

[Yun_Bai1]

Hi Dan,

Based on the solution you shared with community, seems like you are suggesting to add a field "opt-in" on the form?

In Marketo GDPR doc, they are suggesting to add "Consent" field with "Yes or No" choices on the form. I am wondering if I add both "Opt-in" and "Consent" field, would that be too much for user? Or "Consent" and "Opt-in" field has the same purpose, so I can only use one field on the form? Please share with me if you have any thoughts or recommendation.

Thanks,

Becky

[Dan_Stevens_]

Hi Becky - "consent" and "opt-in" fields are one in the same.  Essentially when someone "opts-in", they are giving you consent to do whatever language was next to that checkbox (marketing emails, cookie/tracking consent, etc.). 

[Yun_Bai1]

Thank you so much Dan. I was thinking "consent" and "opt-in" are basically the same. As no matter to use either of them, it will trigger to change/check the value of "unsubscribed = true or false". No to "consent" = change "unsubscribed" as "true"; or no to "opt-in" = change "unsubscribed" as "true", But I have no prove for it. Great to checked with you.

The checkbox for "Marketing emails, cookie/tracking" is another useful hint for me. As I was thinking only show "consent" field (related to marketing emails) on the form, while to show "cookie/tracking" field/option on "Privacy" webpage. 

If any of my comment doesn't make sense, please let me know:) Appreciate.

Becky

[Dan_Stevens_]

Becky - be careful on also unsubscribing these users.  I wouldn't recommend it.  Especially if you decide to implement a preference center in the future - where global opt-ins/opt-outs are no longer the default.  Instead, you should take a more granular approach when defining your smart lists - for example those that define your target audience when sending out a type of email.  For example, use a trigger like "opt-in: country newsletters" = TRUE; or "opt-in: event invitations" = TRUE.  Someone can opt-out of receiving country newsletters, but still may wish to receive emails inviting them to your events.

[Yun_Bai1]

However, for our case, even "Marketing suspended" and "unsubscribed" are perform similarly, "unsubscribed" is still from user's will, not from ours. It may bring confusion if we use "marketing suspended". Anyway, we will think about it more. Thank you!

[Yun_Bai1]

Thanks Dan again. Another great point. Seems like you have more sophisticated set up based on different segment of marketing emails, newsletter, regular marketing emails, webinars etc. (I assumed). While right now we including all marketing emails (except operational emails). We will need to give it more thought about the possibility to implement a preference center. If it's better not to use unsubscribe, then maybe flag "Marketing suspended" field with "consent" field is a good way to go...

[Anonymous]

Hi Dan,

Thanks for your detailed answer. this process definitely will work for new leads/contacts.

Do you have any suggestions for existing contacts/leads?

[Dan_Stevens_]

Hi Sule - this works for existing leads as well. While we still can (in some countries), we'll be running a variety of highly relevant opt-in campaigns to encourage folks to opt-in to receive future marketing from us.  In fact, we'll be promoting a new preference center to let users opt-in to content types that interest them.  We're trying to take advantage of every touchpoint from now until next May to grow our in-house permission marketing database (which is why I hope Marketo strengthens this capability, for example:

You'll also want to ensure that every form has the ability for a user to opt-in (gated content, contact us, event registration, etc.).

[Anonymous]

Thank you!

All our forms have the ability for a user to opt-in, however, opt-in field is not mandatory.

I believe that shouldn't make it mandatory, any thoughts?

[Dan_Stevens_]

Definitely do not make it a mandatory field.  In fact, this will be illegal under GDPR, which states: “there should be a genuine choice on the part of the data subject when providing their data and that they should not have been misled, intimidated or negatively impacted by withholding consent.”

[Anonymous]

Hi Dan,

Will your GDPR countries be automatically opted out unless they click the button to opt in?

Can you discuss how you are determining the record's citizenship and or location?

[Dan_Stevens_]

Hi Eric - good questions.  Today, we capture country value on every one of our forms.  Usually, this will refer to their work location/residency (not citizenship).  So our legal team is considering applying GDPR compliance across all countries to minimize risks.  There's still some outstanding legislation that has yet to be finalized - part of the ePrivacy directive (which could influence GDPR) - that allows us to continue to market to existing customers (B2B).  And then of course, there's the whole "legitimate interest" card. 

We're still waiting on final guidance from Legal, but given the potential fines involved, I suspect they'll take a very conservative stance here.  And yes, GDPR will significantly restrict who we can market to after May 2018.  To be honest, I'm more concerned with the laws around cookie consent (rather than email consent) - and significantly limiting the core capabilities of Marketo.  https://onetrust.com/gdpr-compliance-means-cookie-notices-must-change/ 

[Anonymous]

Thanks Dan,

As always very helpful.