[BETA] How to use Retroactive Consent Emails

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Note: this content applies to the Light, Basic and Pro plans. To learn more about each of the RD Station Marketing plans, click here.
Attention: this feature is in beta phase, which means we are carrying out tests using a few accounts.
Note: this content is based on Brazil's Lei Geral de Proteção de Dados (or LGPD) and is therefore intended for companies to whom this legislation applies.

What would you like to know?

How to request the Retroactive Consent of your lead

The process of retroactively collecting the authorization of leads is called Retroactive Consent.

The Retroactive Consent strategy can include several approaches. Therefore, in order to give you greater freedom to choose the best strategy for your company, we have provided a new feature in the RD Station Marketing Email editor: the Consent Button.

It will have the same format as a CTA button and you will need to include it in your communications, reflecting the need to have the consent of your leads to process their data and send them communications:

consent_2.png

When opening an Email, for example, with just one click, leads can authorize your company to process their data and to contact them via our platform. 

This way, your Inbound Marketing actions become more complete and in accordance with the main personal data protection laws.

Attention: it is not recommended to send emails to your entire base. By selecting all leads in the base for an email send, you risk having many contacts request not to receive your communications or to be removed from your Lead Base, as well as possibly damaging your email domain reputation. In this case, it is recommended that you review your Lead Base, define the authorizations for your leads and separate into groups those leads that do not have legal basis data in order to send personalized retroactive consent emails to each audience.
Tip: to learn more about other approaches to collecting Retroactive Consent, access the article [BETA] Tools available for requesting Retroactive Consent.

Where to find the Consent Button

The Consent Button can be found in the RD Station Marketing Emails editor. See the step-by-step guide below:

  1. Access the menu Engage > Email. 
  2. Then, click Create email.
  3. Choose your preferred Email template:
    consent_4.png
  4. Then, in the Components tab, click and drag the Consent button to the Email body:
    consent.png
  5. From there, just continue the process of creating your email.
Attention: it is important that all leads receive a Retroactive Consent notification before the LGPD comes into effect, still no set date.

What happens to the lead after receiving an Email with the Consent Button?

If the lead clicks on the Consent Button of the Email you sent, it means that the lead has given their consent to receive communications from your company. Therefore, this information about legal bases is recorded in RD Station Marketing and you will be able to view it in the Data Protection section and the Legal Base Update event in the Lead Profile.

If the lead does not click the Consent Button, no information will be updated within RD Station Marketing.

Attention: the lead can click the Consent Button only once. If the lead clicks the Consent Button when receiving the Email, then some time later, they return to the Email and click the button again, no action will be taken in the platform and the lead will see an error message.

Is it possible to send an Email with the Consent button to a deactivated lead?

No. After a lead is deactivated, you cannot send them an Email using RD Station Marketing.

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