GDPR Whitelisting Campaign

[Olivia_Piper]

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

[Anonymous]

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]

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.

[Matjaž_Jaušove2]

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]

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.

[Matjaž_Jaušove2]

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 · Accepted solution]

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.

[Josh_Hill13]

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]

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]

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.