Custom Double-Opt-in: What to do before disabling the Hubspot-Method

[this-is-robert]

For a variety of reasons, I require unique double opt-ins for each of my subscription types, which isn't an issue as I can manage this through a workflow.

However, my challenge lies in creating custom footers for all my emails. When HubSpot's general double opt-in setting under /marketing/email/subscriptions is enabled, it mandates the inclusion of a HubSpot footer, which essentially requires a link for subscription settings and/or an unsubscribe option.

To implement personalized double opt-ins effectively, I need to insert a custom link in this section, as I intend to track user clicks on these links. That is how I create my customized double opt-ins.

It appears there are two possible approaches:

1. Construct my workflows, deactivate HubSpot's double opt-in, and then revise all footers in my email automations that are already in production. This option seems more reliable but involves significantly more effort since it necessitates a second round of edits to all my emails. Regrettably, no testing can be conducted until after I make this transition.

2. Disable HubSpot's double opt-in immediately and then proceed to create my new workflows and emails. However, this option is impractical due to ongoing ad campaigns that depend on a functioning double opt-in system, which won't be operational until I've adjusted all the footers.

3. (This is a bit unorthodox) Conceal the HubSpot-required links by using an invisible character with white text on a white background, allowing me to design the footer my way while still adhering to HubSpot's existing settings.

Ideally, I wish for a solution that allows me to design my new emails without any constraints and then seamlessly transition to them.

Does anyone have suggestions for a more efficient method to accomplish this? In hindsight, constructing my custom workflows from the start would have circumvented these complications.

Nonetheless, here we are. 😄

[karstenkoehler]

Hi @this-is-robert,

Can you explain in a bit more detail why you need to include a custom link in the footer for an effective double opt-in? What exactly would that link be for, what would a contact see or what would happen for them when they click it?

Generally, a double opt-in email is considered transactional and does not require any type of preference or unsubscribe link. (I'm not providing legal advice, just sharing experience from 50+ projects involving double opt-in processes.)

On a side note, the challenge lies more within the fact you cannot use HubSpot's default subscription confirmation link if you want confirmations to be subscription-type specific. The "Marketing email confirmation status" is a broad status across all subscription types and could not be used here. You would have to work with a custom property that stores the fact whether a contact confirmed their email address for a specific subscription type.

And, correct, this would not be possible with the native double opt-in, it would require a solution that is entirely custom-built. That also means that emails would not be sent as transactional emails (as the system default) unless you have purchased the transactional email add-on. Without the add-on, emails would be handled like marketing emails and if a contact has previously fully unsubscribed, they would not receive this type of custom double opt-in then.

Best regards

[this-is-robert]

Hi @karstenkoehler,

The double opt-in is merely the beginning of our journey. Utilizing HubSpot's built-in solution, we encounter difficulties when users wish to unsubscribe from a specific subscription.

Should they choose to unsubscribe, it unfortunately acts as an "unsubscribe from all." As a result, we risk losing these leads, particularly those who only intended to unsubscribe from a single subscription.

Alternatively, if they opt to "manage subscriptions," they find themselves overwhelmed by the plethora of options provided by our company. This is because I'm unable to instruct HubSpot to display only the active subscriptions.

Our need for multiple subscription types stems from various reasons: we offer different newsletters for our departments, a newsletter for event updates, and another for blog updates. Additionally, we have various follow-ups for categories of whitepapers crucial for our campaigns.

Given that a one-size-fits-all newsletter doesn't suit our needs, (I think?) it's essential to consider the specific purpose of each communication. The most effective way to ensure this is by implementing a unique opt-in, subscribe, and unsubscribe workflow for each type.

So it's not just about the opt-in, but the attached subscribe/unsubscribe funtionality attached to it. I'd love to restrict the users options to "unsubscripe from the subscription of this current mail" only. Just a click, and a redirect to a confirmation page. I can't do that with Hubspot's way of how double-opt-ins and subscription preferences are managed and tied together.

[karstenkoehler · Accepted solution]

@this-is-robert you're correct. What you're trying to do is currently not possible. It's not possible to create links that would only unsubscribe a user from a specific subscription type or only show that specific subscription type.

HubSpot seems to be working on updates to how the double opt-in is handled in 2024 - but I don't have high hopes that it will have the customization options needed to fulfill what you're trying to do.

As far as solutions go, you'll have to go with the manage preferences link and make sure that subscription types are named intuitively.

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@this-is-robert wrote:

Additionally, we have various follow-ups for categories of whitepapers crucial for our campaigns.

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On a side note, this feels off and like it could potentially be cleaned up. Transactional follow-ups are either transactional (and could be put under a general "Confirmation emails" subscription type), nurturing can be typically sorted into a general marketing consent. If you're using a lot more than that, it's a sign that this could likely be simplified.

Best regards

[this-is-robert]

It already helped to write down my thoughts on this. I was told that there are some updates on what Hubspot has to offer down the pipeline - but in the end it is clear that we are using Hubspot to replace dedicated tools (like MailChimp) instead of integrating the data.

I can go on from here.
Thank you, Karsten 🙂