In an effort to provide a more flexible approach to GDPR compliance and email marketing consent, Lantern Product Quiz Builder has introduced a new optional marketing consent feature. This enhancement allows your quiz participants the choice to opt into marketing communications in a manner that aligns with GDPR guidelines, while still enabling them to engage with your content seamlessly.
Setting Up the Optional Marketing Consent Feature:
1. Accessing the Email Capture Page:
Navigate to the email capture page.
Locate the "Show and Hide Button Page Elements" drop-down menu. Here you will find the GRPR Checkbox.
By default, this is hidden but you can choose to display either a mandatory or an optional GDPR checkbox.
2. Accessing the Email Capture Page:
Choose to display the GDPR checkbox either below or above the "Submit and Get Results" button.
The mandatory GDPR checkbox means that all quiz takers that provide their email address MUST actively click the checkbox and confirm they agree to the receiving marketing or accept the terms of your Privacy Policy in order to proceed and see their results.
The optional GDPR checkbox allows quiz takers to provide their email address and proceed to their results without needing to tick the checkbox and agree to further marketing or accept the terms and conditions of your Privacy Policy.
Storing Marketing Consent Data:
Marketing consent data is captured and stored permanently for compliance purposes
Within Lantern, navigate to "Reporting" and then to the "Submissions” Report.
A new column titled "Marketing Consent" will be available. Here, consent is recorded as "YES" if a participant selects the checkbox, '''NO'' if the checkbox is optional and not selected or "N/A" if the quiz doesn't feature a marketing consent checkbox.
Integration with Klaviyo:
For those utilizing Klaviyo for email marketing, the integration process reflects the marketing consent choices made by quiz participants:
Profiles added to Klaviyo from the quiz will have a "MARKETING_CONSENT" property. This will be set to "NO" if the consent checkbox wasn't selected, "YES" if the consent checkbox was selected and N/A if the quiz does not use a GDPR checkbox.
The Subscribed status of each profile will depend not only on whether the users clicked the marketing consent checkbox, but also whether or not the list you are using to collect emails is a single opt-in or double opt-in list.
Understanding Single vs. Double Opt-In Lists in Klaviyo:
Single Opt-In Lists:
In a single opt-in scenario, a customer's action to subscribe is immediate upon providing their email address, without the need for further confirmation. The impact of the marketing consent checkbox in single opt-in lists varies as follows:
With Marketing Consent Ticked: The email address is added to the list with a "Subscribed" status, indicating the customer's active decision to receive marketing communications.
Without Marketing Consent Ticked: The email address is still added to the list but marked with a "Never Subscribed" status.
Marketing Consent Box Not Present: If the quiz does not include a marketing consent checkbox, any collected email address is added to the list with a "Subscribed" status by default.
Double Opt-In Lists:
Double opt-in processes involve an additional step, where a customer must confirm their subscription through a follow-up email received from Klaviyo. This method enhances the consent's clarity and quality:
With Marketing Consent Ticked: Customers will not be automatically added to the email list. They must first actively confirm their willingness to receive emails by responding to Klaviyo's follow-up email. Upon confirmation, they are added to the list with a "Subscribed" status.
Without Marketing Consent Ticked: The email address will not be added to the list, and Klaviyo will NOT send a follow-up email. This respects the customer's decision against receiving marketing emails.
Marketing Consent Box Not Present: In quizzes without a marketing consent option, customers will not be automatically added. Like the consent-ticked scenario, they must actively confirm subscription intent via a follow-up email before being added to the list with a "Subscribed" status.
Understanding the operational differences between single and double opt-in lists and the role of the marketing consent checkbox is vital for effective email list management. This new feature from Lantern Product Quiz Builder empowers you to fine-tune your approach to email marketing, ensuring compliance and respecting customer preferences.
If you have any questions please don't hesitate to contact our support team using the in-app chat toggle or by e-mail at support@trylantern.com