Double Opt-In for Personal Email Addresses

Question

Hi there,
 
I am working on a double opt-in campaign for leads who submit a demo request form using their personal email address. This campaign will not do anything for Canadians since we have another campaign that sets them to marketing suspended. In short, our business is not in the CA market. I have created a double opt-in campaign that contains 3 smart campaigns: 1) double opt-in (sends email with DOI link), 2) double opt-in is verified (listens to link being clicked), and 3) double opt-in not verified (no action after 2 weeks-setting to block listed).
 
Something I cannot find anywhere is how to integrate this DOI with the other campaigns in Marketo. Therefore, how can I ensure someone does not MQL or receive a confirmation email until after they click a link? Maybe I am confusing myself but I need guidance on the next steps.
 
Thank you!

PhillipWi1 · Accepted Answer

There are probably a few ways to do this...some that spring to mind:

Once you send the double opt-in email, set them to Marketing Suspended immediately. That will ensure they don't get anything until you switch it back.
Run custom subscription fields: this is probably a better long-term solution. Eg. You have a field called "Subscription Requested", and a field called "Subscription Confirmed". You then only send to people who have Subscription Confirmed set to true. You could pair this with an audit log in Salesforce (if you use it) which would write an entry in a custom object whenever someone subscribes or unsubscribes, so you have a record of compliance on things like CASL. This might be over-engineering but will help as more extensive privacy legislation comes in.
Have a person status which is "subscription requested" which comes before "MQL". Then you can only send to MQLs and higher.

What you have is pretty solid, there are a few ways to engineer it 🙂

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