Relevant to: Event Lead Management
This article highlights some key features that can be used to help with your company's data compliance practices when capturing event leads.
In this article
Asking prospects to opt-in to marketing emails - and recording their consent
In the Event Form Builder, use the pre-formatted question Opt-in to add a checkbox to your Event form. This is a simple, effective way of recording that prospects have agreed to receive emails from you.
It is best practice to leave the box unticked by default.
Setting up an Opt-in field in the Events Dashboard
1. In the Events Dashboard, create or edit an Event. In the Form Builder, click Add a Question and click on Opt-in.
2. The question copy is pre-populated, however you can edit this to match your company’s language, tone and add any specific processing requirements.
Click on the question and edit the required elements in the modal.
3. Click Save & Finish.
Recording data in the mobile app
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Subjects need to give active and informed consent. |
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1. In the mobile app, navigate to the Event and open the form. The opt-in field will appear as a checkbox.
Adopt ‘double opt-in’ as standard practice
Many customers use double opt-in for their lead capture. Double opt-in involves sending out a confirmation email that asks the recipient to verify their email address and consent, usually by clicking on a link inside that email. This link could direct to a subscription preferences page - you can generate and customise this link from within your Marketing Automation or Mailing List software.
Watch out for events' delegate lists when using badge scanning
Badge scanning presents some challenges around ensuring you have the right consent. Even if a prospect has presented their badge for you to scan, it’s important to confirm with them if they’re happy for you to follow-up with any marketing communications.
Bear in mind too that under GDPR legislation, attendees may have chosen not to share their data with the event organiser or badging provider. In this case a badge scan would only return minimal data (if any).
For more in-depth reading about badge scanning, see A question of scanning: Data sharing event style.
Adding Terms & Conditions copy into a pop-up
You can embed more information into a pop-up window, rather than take up valuable space in your form. This is a long text field, which is ideal for detailing the nature of your follow-up communications including any legal or privacy copy.
Setting up a form pop-up in the Events Dashboard
1. In the Event Form Builder, click the question to which you would like to add Terms & Conditions.
2. In the question modal > The Question field, add text in between two curly brackets to create a link (this will become the link to the Terms & Conditions pop-up). For example:
Yes, I agree to your {{Terms & Conditions}}
3. Click Settings at the top of the page.
4. Paste your Terms & Conditions copy into the Pop-up window contents field.
5. Click on Save & Finish button to save your form.
Viewing a pop-up in the mobile app
1. In the mobile app, navigate to your Event and open the form.
2. Navigate to the question that contains the Terms & Conditions pop-up (it will be underlined as a link).
4. Tap the Terms & Conditions link to view the pop-up.
5. Tap X to close the pop-up.
Viewing a pop-up in a web form
1. Navigate to your Event and preview/open the web form.
2. Click the Terms & Conditions link and see the pop-up copy displayed at the end of the form.
3. Customizing follow-up emails so that prospects can manage their own subscription options
Whether you choose to send follow-up emails through your integrated Marketing Automation or CRM system, or to send them from the Events Dashboard - be sure that your messaging is swift, personalized and relevant to the discussions you had with prospects.
Individuals 'rights to be forgotten' is a key part of GDPR, so always ensure prospects are able to manage how they receive information from you. The email footer is a great place to add subscription management options, such as ‘Sign-up to our mailing list’, ‘Unsubscribe’ or ‘View Terms & Conditions’ links.
Remember that you still need permission to contact prospects with a follow-up mail in the first place, so make sure you obtain their permission prior to mailing.
Customize follow-up emails in the Events Dashboard
1. Set up a follow-up email.
2. In Customise your email, check Only send an email when....
3. From the dropdown menu, select the opt-in question you set earlier and set Matches to true (all lowercase).
4. In the Footer text, add any links (such as unsubscribe) with the format:
[link text](link address)
For example:
[unsubscribe](https://example.com/unsubscribe?email={{email}})
5. Click Save Changes to finalize the setup.
For more information on personalising your follow-up email, see Set up a follow-up email.