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GDPR Whitelisting Campaign

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Olivia_Piper
Level 3

GDPR Whitelisting Campaign

Hi folks,

As part of our prep for GDPR we are going to run a whitelisting campaign to all those who have opted in but do not have an opt in source. I have seen a few examples already which have links to a preference center and only after the user submits the preference center form will they be considered to have confirmed their opt in.

For the whitelisting campaign to be complaint does the user have to fill out a form or could we go down the route of specifically saying something like 'click here to confirm your opt in' in the email, which would then send them to a thank you page (and the data value changes would update via a smart campaign)? Also, if we did do it this way would the clicks always be tracked?

Thanks

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SanfordWhiteman
Level 10 - Community Moderator

Re: GDPR Whitelisting Campaign

could we go down the route of specifically saying something like 'click here to confirm your opt in' in the email, which would then send them to a thank you page (and the data value changes would update via a smart campaign)?

Actually that's a very, very bad idea.

You cannot expect clicks on a tracked link to be done by humans, not machines, and you will be falsely confirming people. Do not do this.

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Anonymous
Not applicable

Re: GDPR Whitelisting Campaign

Hi Olivia,

Both scenarios would likely work. The simplest approach would be to create a simple landing page that users can click to via email to confirm their consent. The biggest thing to remember is to make sure users know WHAT they're opting in to and that it's very explicitly given. For link clicks inn general, whenever anything is hyperlinked in the email editor, you have the option to NOT track link clicks, but by default Marketo will track these clicks.

Best,

Mariah

SanfordWhiteman
Level 10 - Community Moderator

Re: GDPR Whitelisting Campaign

Both scenarios would likely work. The simplest approach would be to create a simple landing page that users can click to via email to confirm their consent.

Mariah, I think you're not caught up on the link scanner problem.

You can't consider Clicked Link triggers to be actionable anymore, least of all for regulatory purposes.

Re: GDPR Whitelisting Campaign

What about triggering on visit to a certain page, in that case a subscription center, so you would capture only people that click link in an email and actually land on a destination page? Does this eliminate false positives (guessing, that scanners only produce clicks but not page visits)?

SanfordWhiteman
Level 10 - Community Moderator

Re: GDPR Whitelisting Campaign

Nope, they now produce Visit Web Page activities as well (which makes sense, really, as they need to know whether you get redirected via JS).

For consent, you need to require interactive (i.e. human) activity, so use a form.

Re: GDPR Whitelisting Campaign

Thanks, Sanford. So the scanners that produce only clicks are basically just old style As I am seeing a lot of that pattern (click on a link in every received email, no recorded web visits).   

SanfordWhiteman
Level 10 - Community Moderator

Re: GDPR Whitelisting Campaign

could we go down the route of specifically saying something like 'click here to confirm your opt in' in the email, which would then send them to a thank you page (and the data value changes would update via a smart campaign)?

Actually that's a very, very bad idea.

You cannot expect clicks on a tracked link to be done by humans, not machines, and you will be falsely confirming people. Do not do this.

View solution in original post

Josh_Hill13
Level 10 - Champion Alumni

Re: GDPR Whitelisting Campaign

So do you think the action is:

  1. Click Link in Email
  2. Visit Page with Form
    1. Form contains Email Address+ COuntry (prefill)
    2. big button
  3. Confirmation page
SanfordWhiteman
Level 10 - Community Moderator

Re: GDPR Whitelisting Campaign

Can't pass legal judgment on a button that does something besides submit form data (i.e. the button acts as an implicit checkbox as well as button, even though it's incredibly clear that the form is only for this single purpose)... but yeah.
Olivia_Piper
Level 3

Re: GDPR Whitelisting Campaign

Hi all,

Thanks for your replies, it's much appreciated.

I think the safest way to collect these would be to use a Marketo form.

We already have a preference center which we can link to so, the messaging in the email would be aimed at the user updating their profile/ preferences rather than just confirming their opt in.