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Double Opt-In Form with Gated Content

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5 comments

  • Paul McDevitt

    That is a very good question Sarah and would love to see the answer on that as that should have a higher level of intent.

     

    Thanks for asking it.

     

    Cheers
    Paul



    ------Original Message------

    I am trying to set up a double opt-in process for a gated piece of content.

    Do I have to create a confirmation message in order for them to have access to the content and also opt them in twice? Just seems like a lot of steps for the subscriber to be double opted-in to download an eBook:

    Get an email about the content > click to download > redirect to form A > get another email to confirm email address > click to confirm > form B gets filled out automatically > then redirected to content

    ------------------------------
    Sarah Daily
    Digital Marketing Manager, The Enrollment Management Association
    ------------------------------
  • Sion Stedman
    Hi @Sarah Daily

    I think you will find Act-On reluctant to talk about things from a GDPR compliance point of view, as responsibility for ensuring compliance ultimately lies with the client rather than Act-On.​ They could nevertheless be offering advice on how to set up GDPR-compliant processes using Act-On tools, but to date that has not been their practice.

    So I can offer some guidance about what my company is doing, and how we are using Act-On, but it is only my company's interpretation.

    For a one-off download of a content asset, we believe it is fine to gate it as such. BUT all the person is giving you permission to do is to send them the asset using the information provided. It DOES NOT mean:

    • That your Sales team can contact the person in response to them downloading the asset.
    • That you can send the person further marketing communications.
    • That you can keep the person's contact details indefinitely.
    As you are only collecting the person's email address and a minimum of personal information for the purpose of sending them the content asset, we do not believe it is necessary to double-opt them in. The email they are sent containing the asset can direct them to sign up to receive further such content (where you might want them to double opt-in so as to receive future content, perhaps as part of a time-specific 'drip' campaign) and also advise them to contact you with any questions they may have. But you must take care not to contact them with further marketing information until they have reached out to you and asked for it, or they have opted in to receive future marketing communications – by whatever means they do these things with your company.

    The contact information you collect in Act-On for people downloading the asset should then be periodically reviewed, and GDPR best practice would suggest that those contacts with whom you do not go on to develop a further relationship should be deleted.

    ------------------------------
    Sion Stedman
    Idox Software Ltd
    ------------------------------
    -------------------------------------------
    Original Message:
    Sent: 02-27-2018 10:24
    From: Sarah Daily
    Subject: Double Opt-In Form with Gated Content

    I am trying to set up a double opt-in process for a gated piece of content.

    Do I have to create a confirmation message in order for them to have access to the content and also opt them in twice? Just seems like a lot of steps for the subscriber to be double opted-in to download an eBook:

    Get an email about the content > click to download > redirect to form A > get another email to confirm email address > click to confirm > form B gets filled out automatically > then redirected to content

    ------------------------------
    Sarah Daily
    Digital Marketing Manager, The Enrollment Management Association
    ------------------------------
  • David Fowler
    Thanks for your inquiry, we have communicated regularly on the GDPR and will add additional information to our website as it's released. Today we introduced  our 'How to Guide to Manage Consent' using Act-On. Please download it from our GDPR Hub:

    GDPR Consent Management Guide






    ------------------------------
    David Fowler
    Head of Compliance & Deliverability, Act-On Software
    ------------------------------
    -------------------------------------------
    Original Message:
    Sent: 02-27-2018 10:24
    From: Sarah Daily
    Subject: Double Opt-In Form with Gated Content

    I am trying to set up a double opt-in process for a gated piece of content.

    Do I have to create a confirmation message in order for them to have access to the content and also opt them in twice? Just seems like a lot of steps for the subscriber to be double opted-in to download an eBook:

    Get an email about the content > click to download > redirect to form A > get another email to confirm email address > click to confirm > form B gets filled out automatically > then redirected to content

    ------------------------------
    Sarah Daily
    Digital Marketing Manager, The Enrollment Management Association
    ------------------------------
  • Sion Stedman
    Thanks for the link @david fowler – this practical guidance has been a long time coming compared to other marketing automation vendors. Apart from the cookie guidance, about which the world was waiting to see the wording of the ePrivacy Regulation, there is nothing in this guide that Act-On couldn't have published six months or more ago.

    It is good to see that what we have been putting in place accords with Act-On's ​view but I note there are still outstanding questions, particularly about how the software will handle the 'right to be forgotten'.

    ------------------------------
    Sion Stedman
    Idox Software Ltd
    ------------------------------
    -------------------------------------------
    Original Message:
    Sent: 03-01-2018 18:33
    From: David Fowler
    Subject: Double Opt-In Form with Gated Content

    Thanks for your inquiry, we have communicated regularly on the GDPR and will add additional information to our website as it's released. Today we introduced  our 'How to Guide to Manage Consent' using Act-On. Please download it from our GDPR Hub:

    GDPR Consent Management Guide






    ------------------------------
    David Fowler
    Head of Compliance & Deliverability, Act-On Software
    ------------------------------

    Original Message:
    Sent: 02-27-2018 10:24
    From: Sarah Daily
    Subject: Double Opt-In Form with Gated Content

    I am trying to set up a double opt-in process for a gated piece of content.

    Do I have to create a confirmation message in order for them to have access to the content and also opt them in twice? Just seems like a lot of steps for the subscriber to be double opted-in to download an eBook:

    Get an email about the content > click to download > redirect to form A > get another email to confirm email address > click to confirm > form B gets filled out automatically > then redirected to content

    ------------------------------
    Sarah Daily
    Digital Marketing Manager, The Enrollment Management Association
    ------------------------------
  • Sion Stedman
    Hi @Sarah Daily

    I think you will find Act-On reluctant to talk about things from a GDPR compliance point of view, as responsibility for ensuring compliance ultimately lies with the client rather than Act-On.​ They could nevertheless be offering advice on how to set up GDPR-compliant processes using Act-On tools, but to date that has not been their practice.

    So I can offer some guidance about what my company is doing, and how we are using Act-On, but it is only my company's interpretation.

    For a one-off download of a content asset, we believe it is fine to gate it as such. BUT all the person is giving you permission to do is to send them the asset using the information provided. It DOES NOT mean:

    • That your Sales team can contact the person in response to them downloading the asset.
    • That you can send the person further marketing communications.
    • That you can keep the person's contact details indefinitely.
    As you are only collecting the person's email address and a minimum of personal information for the purpose of sending them the content asset, we do not believe it is necessary to double-opt them in. The email they are sent containing the asset can direct them to sign up to receive further such content (where you might want them to double opt-in so as to receive future content, perhaps as part of a time-specific 'drip' campaign) and also advise them to contact you with any questions they may have. But you must take care not to contact them with further marketing information until they have reached out to you and asked for it, or they have opted in to receive future marketing communications – by whatever means they do these things with your company.

    The contact information you collect in Act-On for people downloading the asset should then be periodically reviewed, and GDPR best practice would suggest that those contacts with whom you do not go on to develop a further relationship should be deleted.

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