Web email trigger based on a modal form incomplete

[Joanna1]

Hi, 

I'd like to set up a retargeting program for anyone who visits our website, clicks on a trial form, but doesn't complete it.

The form exists in our navigation, spanning across several pages, and on CTA buttons within our web pages.

Does Marketo allow us to trigger emails based on users not signing up when it's a form modal (and not specific to a landing page URL)? 

Thanks in advance,
Joanna

[SanfordWhiteman]

Triggering on "Not signing up" is a form of dead man's switch. That is, a trigger on the absence of something for a certain period of time.

Marketo doesn't have any built-in triggers like this. You could build one relatively simply using JS — wait for a certain amount of time and then send a custom Munchkin Visit Web Page hit that you can trigger on.  However, bear in mind that if the web session is anonymous, you can't do any retargeting from that Visit Web Page, since it's gonna be logged on the anonymous side of the database!

[Ankit_Dua]

Hi @SanfordWhiteman : Quick question: Is it safe to send such emails on the base of form clicks? Keeping in mind the countries that are under GDPR compliance? Shouldn't that be a problem if we do this?

[SanfordWhiteman]

You mean on the basis of not submitting a form?

Certainly you could not claim "legitimate interest" based on this single event, since the event is specifically that they didn't express interest!

But if they already exist in your database and you already have permission to market to them, then it might be an interesting (in)activity for further targeting.