Marketing Concepts28% of the exam
Opt-in methods, consent capture and unsubscribes
What an effective opt-in process needs: affirmative consent, single versus double opt-in, permission-based sign-up channels, clear expectations and a visible unsubscribe, how unsubscribes are recorded, and how to grow an opt-in campaign one level at a time.
Given a scenario, identify key requirements for implementing an effective email opt-in process in a marketing campaign.
~6 min read · 9 practice questions ·
What the exam expects
- Recognise affirmative consent and reject sign-ups where consent is assumed, pre-selected or bought.
- Distinguish single opt-in from double opt-in and say when the confirmation step pays off.
- Pick a permission-based acquisition channel for a scenario: website, mobile, social media, in-store or calls.
- List what a sign-up page and preference center must tell and offer subscribers, including a visible unsubscribe.
- Explain what happens to a subscriber who unsubscribes, and how to improve an opt-in or welcome campaign step by step.
- Key terms: opt-in (a person's choice to receive future sends); single opt-in (one response); double opt-in (an affirmative response, then a confirmation of it); affirmative consent (consent given by a clear statement or action); opt-down (choosing fewer emails instead of none).
Key facts
Consent tip
- Detail
- Always capture affirmative consent
GDPR consent
- Detail
- Clear statement or affirmative action; must be provable
Double opt-in
- Detail
- Respond, then confirm; catches typos
Sign-up text
- Detail
- What communications to expect and how often
Unsubscribe processing
- Detail
- Within 10 days, enforced across the enterprise
Unsubscribe mechanism
- Detail
- Works at least 30 days after the mailing; no login, one page
Unsubscribed record
- Detail
- Stays on the list with status Unsubscribed
Opt-in incentive
- Detail
- Sent to non-responders 10 days after first contact
Sources for this section (7)
- Commercial Email Regulation Considerationshelp.salesforce.com (opens in a new tab)
- Get to Know EU Privacy Lawtrailhead.salesforce.com (opens in a new tab)
- Acquire New Subscriberstrailhead.salesforce.com (opens in a new tab)
- Identify Preferencestrailhead.salesforce.com (opens in a new tab)
- Legal Email Compliance Guidelinestrailhead.salesforce.com (opens in a new tab)
- Unsubscribe Methods Explainedhelp.salesforce.com (opens in a new tab)
- Build Effective Opt-in and Welcome Campaignstrailhead.salesforce.com (opens in a new tab)
- Which four content pieces does the module's opt-in campaign plan include?
- When consent is the only lawful basis under the GDPR, which four qualities must it have?
- Why is website sign-up not automatically the best channel?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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