- Targeting the right contacts with relevant, personalized communications improves your opens, click-through and deliverability rates.
- Your brand reputation will remain positive, with less spam to tarnish your name.
- Other brands who don’t comply will be forced out of the inbox, leaving you in the spotlight, and you’ll become better at marketing your products because as you try different ways to engage contacts, you’ll learn what works best along the way.
Easily Recapture Opt-in InformationOracle + Bronto, a trusted partner of Demac Media, makes it easy to automate the re-opt-in or subscription confirmation process. Set up a simple automation to take care of the grunt work. What you’ll need:
- A plan
- Your assets (email, data, landing pages)
- A workflow
- Time to test
Step 1: Plan AccordinglyKeep your plan simple and focused. The overall goal of this exercise is to capture re-opt in details from your subscribers, so your plan should include all the required details. Here are some key questions you can ask to prepare your plan:
- When are you executing this campaign? This will help you define your work-back schedule. Don’t forget to include approvals from all stakeholders, including legal and/or compliance.
- Who will be involved? For example, will it be your email team, back-end team, legal/compliance, other?
- How will the approval process work? What is the workflow design? Where will the captured information (opt-in time, date, source, IP address, etc.) go? Have you created additional fields in Bronto to manage these points or will you handle them offline?
- What assets are required? For example, do you need responsive email, data, landing page, thank-you page, or webforms?
Step 2: Prepare Assets and Technical DetailsOnce you have an approved plan, start preparing assets. Your assets could include emails (tested and approved), data (complete mailing list imported as either a list or a segment) and a landing page, if appropriate. Ensure you have additional fields set up in Bronto to which you can map contacts’ opt-in details. You’ll either update the captured opt-in information manually or automatically. If your process is manual, you’ll have to monitor subscriber information and update Bronto as required. However, if you want to save time and reduce errors, work with your technical team to automate this process. You can create a webform in Bronto or create an external landing page – both of which will automatically push values to their respective fields in Bronto. Either way will eliminate your having to manually update subscriber information.
Step 3: Create a Workflow
Here’s where the fun begins. You have your email and your data. You know where the captured opt-in information will be mapped in Bronto. You’re pretty much ready by this stage. A simple workflow could include a trigger node and an action node: Trigger: Segment Membership Change or List Membership Change Action: Send Email This workflow will send the opt-in email to anyone who enters the segment or list you’ve created for it. Do a test run, and when everything checks out, activate the workflow. Remember to deactivate it when you have all the information you need. Don’t forget to monitor the results that come through, and be sure to deactivate the workflow when you have everything you need. (This is one of the CASL tasks that was required by July 1, 2017.) Unsubscribe everyone who hasn’t confirmed their opt-in to be compliant.
If you want Bronto to automatically unsubscribe everyone on July 1, 2017, add a Delay and an additional Action Node (Change Contact Status).