Getting your historical data up to scratch in time for May can be quite challenging if you don’t know where you got your data from in the past. Once the GDPR are in place, you’re expected to be able to prove how and when your subscriber gave consent and to what exactly.
Each email marketing software will give you different options on how to best collect the consent of your historical data. Before you start though, begin with data mapping. Put down on a piece of paper what acquisition tools you have used in the past to collect data and where as well as how you have funnelled them through.
Let’s assume that all of your historical data has ended up in your Campaign Monitor account. How do you best use the system to prove consent? Unfortunately, the preference centre won’t work in this case as it doesn’t provide you with a date when confirmation of consent was given.
The easiest way to track consent with Campaign Monitor is by using a follow-up link in one of your mailers which leads to a Thank You landing page on your website. Just the act of clicking the link provides the confirmation you need and it's something that can easily be achieved. Needless to say though, the section in the mailer needs to explain what they are giving consent to.
You will have a record of when the subscriber clicked that specific link, and this will appear on the subscriber snapshot, you won't need to record it separately for each person. Campaign Monitor will also keep a copy of that email forever, so that you can always refer back to it. This is all saved and collected automatically without any additional steps.
Ideally, subscribers who have clicked on the consent confirmation link should be put in a separate list and/or update on your CRM outlining that consent was given via a Campaign Monitor mailer which was sent date XYZ.
If you run consent confirmation campaigns monthly, you’ll be able to keep good quality data of subscribers who are still keen to hear from you.