Opting Back In Previously Opted Out Constituents
Published
To maximize email deliverability, the List Unsubscribe Header makes it easier for people who want to leave your list to opt out. But what if they want to opt back in? Here's how to help make it easy for constituents to re-subscribe.
Earlier this week on November 13, 2017, we released a new Luminate feature that will help improve your email deliverability - the List Unsubscribe Header. It provides an easy, visible link for constituents to quickly unsubscribe from your list if they want to – no searching for a small link in the footer of the email. Or worse, clicking the “Report Spam” button, which can adversely affect your inbox placement. For more details on List Unsubscribe and how it works, check out this blog post.
But what happens if a constituent who previously opted out changes their mind, and takes action on an Action Alert or makes a donation on a Donation Form, and decides that they want to re-subscribe to email from your organization? This nuance is important, because Luminate does not allow for constituents that have opted out of receiving email to be opted back in without first being logged into their account. Taking action or making a donation for someone who is not subscribed to email is most often done via a website link, and in that scenario, the constituent would not be logged into their account.
So how can you enable these opted out constituents to re-subscribe when they take action or make a donation? The best practice solution for this is to add content to the Donation Form or Action Alert Thank You Page and autoresponders that tests whether the constituent is opted out of email, and if so, displays a link to the Email Preferences page to allow constituents to opt back in.
You can add this code to the Thank You pages and the autoresponders for your campaigns:
[[?[[S1:accepts_email]]::false::language and link for opting back in goes here::]]
This would check to see if an individual’s ACCEPTS_EMAIL option is set to FALSE, and if so, include text/link to the Email Preferences Page requesting they opt back in. If ACCEPTS_EMAIL is true, then it would display nothing.
But what happens if a constituent who previously opted out changes their mind, and takes action on an Action Alert or makes a donation on a Donation Form, and decides that they want to re-subscribe to email from your organization? This nuance is important, because Luminate does not allow for constituents that have opted out of receiving email to be opted back in without first being logged into their account. Taking action or making a donation for someone who is not subscribed to email is most often done via a website link, and in that scenario, the constituent would not be logged into their account.
So how can you enable these opted out constituents to re-subscribe when they take action or make a donation? The best practice solution for this is to add content to the Donation Form or Action Alert Thank You Page and autoresponders that tests whether the constituent is opted out of email, and if so, displays a link to the Email Preferences page to allow constituents to opt back in.
You can add this code to the Thank You pages and the autoresponders for your campaigns:
[[?[[S1:accepts_email]]::false::language and link for opting back in goes here::]]
This would check to see if an individual’s ACCEPTS_EMAIL option is set to FALSE, and if so, include text/link to the Email Preferences Page requesting they opt back in. If ACCEPTS_EMAIL is true, then it would display nothing.
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Blackbaud Luminate Online® Blog
11/16/2017 2:16pm EST
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One potential adaptation to the code for the Thank You page could be to make it more general, so that if they aren't logged-in you could say, "Are you receiving the right types of communications from us? Log in here to update your preferences."