How to setup multiple newsletters with unique double-opt-in?

Marketing & Content Hub GDPR
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1

Hello dear community :slightly_smiling_face:

My needs

  • I would like to have multiple newsletters. So I set up a subscription type for each one.
  • I need a unique double-opt-in for each subscription type (German Zweckbindung is calling;)
  • I do not want to confuse readers with an additional subscription type “Marketing Communication” (the default one from HubSpot), when they sign up for a particular newsletter.

My problems

  • The default Double-Opt-in setting, however, seems to be a global setting for the default subscription type “Marketing Communication”.

My question

  • How do I set up multiple newsletters with a unique Double-Opt-in attached to them?

Maybe of of you can give me a hint or share a best-pratice? We’re new with HubSpot and would like to set up everything properly.
Thank you very much!

2

Hi @this-is-robert,

Are you sure that multiple separate confirmation processes are required to comply with “Zweckbildung”? It’s clear that there needs to be a legal basis (typically explicit consent) for each type of communication but this might not necessarily require a separate double opt-in which is typically considered a mere technical confirmation of an email address, not relating to consent or a legal basis for sending marketing communication. But this reply does not constitute legal advice, when in doubt check with a professional and I’ll try to answer your question regardless.

Generally, you’re correct, there is only one property to store the email confirmation status, “Marketing email confirmation status”. Understand double opt-in confirmation status

It is not the case that this property or the confirmation is linked to any subscription type. It is entirely agnostic of subscription types. It simply stores whether a contact has confirmed their email address or not. The two features are not related all, there isn’t any automation set up by default where one would affect the other.

If you need a double opt-in processes for each subscription type, you would have to create this process from scratch, using your own versions of the “Marketing email confirmation status” properties for each subscription type, workflows that enroll contacts when these property values are known and then send a dedicated automated marketing email. Once the confirmation button in the email is clicked, another workflow would set the value of the versions of the “Marketing email confirmation status” property.

Keep in mind that HubSpot sends the system default double opt-in as a transactional email. If you create your own double opt-in emails, you need to pick a subscription type. If you have the transactional email add-on, that’s perfect. If not, you might want to add another subscription type as a stand-in for transactional email. Keep in mind however that a contact that is fully unsubscribed from all email would then not receive your custom double opt-in.

In summary, it’s possible to do this from scratch on your own but it has a few downsides. It’s also generally not recommended by HubSpot technical consultants, unfortunately, who consider the system confirmation link more reliable than a custom CTA based solution.

That’s why, if you can, I’d discuss this with a professional to confirm that “Zweckbindung” actually requires this in your company. You can still have separate checkboxes and subscription types to differentiate by purpose.

Let me know if you have any follow-up questions!

3

Hi @this-is-robert

I would agree with @karstenkoehler’s view and have to caveat that this is no legal advise!

The Zweckbindung is established by legal basis for processing - be that implicit or explicit depending the GDPR settings on the form, and by providing clear descriptions of what it is a contact is subscribing/opting in to - a weekly/monthly newsletter, sporadic product updates, the latest upcoming webinars and events, etc.

Double Opt-In on the other hand is a simple one off confirmation that I am the owner of the email that has been used, and originated in the US in the late 90s. It is worth noting that GDPR makes no reference to DOI, nor is it a requirement of GDPR - however it is often considered best practice.

Frank

4

Thank you very much @karstenkoehler. That helped nudging me in the right direction.

I found a configuration error on my side, where I just renamed the default subscription type “Marketing Communication”. I archived that type and set up a new one and now it’s just like you described it - the property or the confirmation is not linked to any subscription type anymore. (Still have no idea, where that came from, since i hadn’t any workflow attached to it). :grinning_face_with_smiling_eyes:

Now that I can handle subscription type and confirmation independently, I have a bit more control over the GDPR requirements – different, that I anticipated at first, but just as needed. :check_mark:

If anyone else is reading this, now I can:

  • set up a subscription type for each newsletter
  • make sure double-opt-in will check the email is valid (and I have the user’s intention)
  • an automation will set the needed flags accordingly